Paid Search
Paid search is the fastest channel to scale and the easiest to overspend on. These guides stay on the levers that protect margin while volume grows.
Ads in AI Mode: How Google’s New Ad Formats Work and How to Get Ready
Ads in AI Mode are in limited U.S. testing. Here's how Google's new formats work, who may qualify, and what to fix first. Get…
Read →Google Ads Automated Promotions: Your Website Discounts Are Now Running as Ads
Google Ads automated promotions pull offers off your site and run them as ads. Here is what to audit, how to opt out, and…
Read →Google Meridian Marketing Mix Model: What Last-Click Hides About Your Paid Search
Google Meridian marketing mix model explained: what data it needs, who can run it, and when a lift test is smarter. Get a free…
Read →Incrementality Testing: How Much of Your Paid Search Is Buying Clicks You Already Own?
Incrementality testing shows how much paid search buys clicks organic already wins. A step-by-step method, and when to leave brand ads on.
Read →ChatGPT Ads Went Self-Serve: What to Test First and What Not to Defund
ChatGPT ads are now self-serve with CPC bidding. Here is what to test first, what the real numbers say, and which budgets to leave…
Read →Agentic Commerce and Your Paid Budget: What AI Overviews and AI Checkout Actually Change
Agentic commerce is changing where paid search dollars work. See what ads in AI Overviews and AI checkout actually change — and how to…
Read →Google AI Max for Search Is Replacing Dynamic Search Ads: What to Do Now
Google AI Max for Search is replacing Dynamic Search Ads by February 2027. What changes, what to keep, and how to migrate without losing…
Read →Escaping the Performance Max Black Box in 2026
Performance Max transparency in 2026: how Google's channel-level reporting, search-terms data, and campaign negative keywords let you govern the algorithm.
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