TL;DR: A discount names the promotion. A goal names the customer behaviour you need to change. Before choosing the offer, finish this sentence: our Black Friday offer needs to get ___ to ___ because ___. That answer will shape your audience, creative, acceptable economics, and the offer itself. What Your Black Friday Offer Should Achieve? …
Decide What Your Black Friday Offer Should Achieve Read More »
TL;DR TikTok Search can reach people with real intent, but a Google Ads keyword list is not a ready-made TikTok campaign. Start with one tight search theme, an offer you can explain or show, and creative that answers the reason behind the search. Give the test enough budget and time to learn, then judge it …
For years, the industry has treated somebody typing your company name into Google as the most obvious signal in advertising. They searched for you because they want you, so get out of the way, take the cheap click, and move on. A few weeks ago, I wrote about how AI Overviews are changing what happens …
Should You Bid on Branded Keywords? Test Incrementality First Read More »
TL;DR Google Ads will bid toward the conversion you make primary, whether that event is a useful lead or a cheap form fill. It won’t know the difference unless you give it a better signal. Choose the earliest sales-stage event that has a real link to revenue, a clear definition, enough volume, and a short …
The Three Signals Every Google Ads Account Needs Read More »
TL;DR A shipping-data mismatch suspended this brand’s Google Merchant Center account and disrupted Google Ads for roughly ten weeks. The impact spread to Meta, which had fewer high-intent visitors to retarget. Recovery meant fixing the product data first, rebuilding Google carefully, opening Meta prospecting, and giving each country enough budget to show demand. The result …
When Paid Media Breaks: Rebuilding Google and Meta as One Growth System Read More »
TL;DR Your monthly Google Ads report should help you make decisions, not simply show clicks or ROAS. Ask your agency to walk you through performance against business goals, search terms, campaign budgets, conversion quality, landing-page results, and the actions they will take next. Compare Google Ads figures with your CRM, store, sales, and profit data …
5 Google Ads Reports Every Business Owner Should Review Read More »
I understand the appeal of handing your marketing to one company and getting a few things off your plate. If you’re a home developer preparing to launch a community, you already have plenty to coordinate. A media company offers you a magazine feature, digital placements, and someone to manage your Google and Meta ads. One …
Google Ads Agency Red Flags When You Try to Leave Read More »
TL;DR: A profitable TikTok BFCM campaign starts before Black Friday. Review last year’s sales and profit data, choose an offer with a clear business purpose, and fix any gaps in your landing pages, checkout, and tracking. Use the next 90 days to warm audiences, test creative, and keep campaign structure simple enough to measure. If …
Giving AI agent write access** to ad accounts has been a popular topic of conversation for a few years, but, for me, it started when I got to attend Benjamin Wenner’s session on AI agents in ad accounts last October 2025 in Italy at Adworld Experience (side note: if you’ve been looking for a work …
AI Agents in Google Ads: Is Read-Only Access Safe? Read More »
TL;DR A lower Meta cost per lead does not prove your ads are helping the business. When budgets are split across too many ad sets or Meta is optimized for weak signals such as form fills, it can find cheap leads that never become sales. Give each campaign a clear business job, keep the structure …
Meta Ads Structure: How to Build Campaigns That Drive Better Leads Read More »