Explained without
the sales pitch.
Eight pieces about the things that get stuck in Google Ads accounts. Written by people who run accounts themselves, and useful whether or not you become a customer.
Checking your conversion tracking in half an hour
As long as your tracking is off, Google optimises for clicks instead of customers. This is the order to check it in.
6 minutesSearchSearch term or keyword: the difference that costs you money
A keyword is what you set. A search term is what people actually type. Most of your wasted budget sits in the gap between the two.
5 minutesSearchNegative keywords: the list to start with
Excluding is the cheapest thing you can do in Google Ads. It is also the easiest to overdo. Here is the method and the trap.
5 minutesBiddingWhich bidding strategy fits your account
Maximise clicks, target CPA, target ROAS. The names tell you nothing about what happens to your money. Here is what they do and when they fit.
7 minutesCampaign typesPerformance Max: what you do and do not get to see
One campaign across Search, Shopping, YouTube, Display and Gmail, with deliberately little insight. Here is what does come out and how to keep a grip on it.
6 minutesBudgetHow much budget do you need for Google Ads
Not what you want to spend, but what is needed before you can establish anything. Working back from customer value instead of from a gut feeling.
5 minutesNumbersCPA and ROAS: when is a number good
There is no good CPA and no good ROAS without your margin. Here is how to work out your own threshold and how to spot a number that means nothing.
6 minutesSecurityWhat a tool may do in your Google Ads account
How a connection through Google works, which permissions you actually hand over, how to revoke them, and what to check before granting access.
5 minutesNo numbers without
a source or a range.
Numbers in these pieces are guide figures from our own work on Dutch accounts, and we write them as a range rather than as law. Where a number varies too much by sector to name one, we name none. What Google does not return through the API, we cannot know either; that is stated where it applies.
If you see something wrong or out of date, we would like to hear it: welcome@adwarp.ai. That is not a courtesy line, the platform changes a few times a year.
Rather see straight away what
is in your account?
The free audit reads your last 30 days and changes nothing. You get the same kind of explanation as above, but about your own numbers.
Start the free audit