Google Ads
Performance Max can work very well, especially for online shops. What it actually does, the four things I'd want in place before it touches your budget, and the questions to ask about the one you already run.
12 October 2026 • 6 min read
Measurement
There's no universal good ROAS, because return on ad spend measures revenue and your profit depends on your margin. How to work out your break-even number, and the ways your current figure might be misleading you.
9 October 2026 • 5 min read
Measurement
Most Google Ads accounts I audit are steering by tracking that's wrong. The problems I find most often, what happened at the Royal Armouries, and three checks you can run on your own account this week.
6 October 2026 • 6 min read
Google Ads
Nine plain-English checks that tell you whether your Google Ads budget is working — starting with whether you can trust the numbers at all.
17 September 2026 • 6 min read