/PPC GUIDES
PPC GUIDES
STRUCTURE, MEASUREMENT, SCALE
Paid media fails in three predictable places: an account built around the wrong unit, measurement that cannot be trusted, and scaling decisions made on too little data. Our guides are organized around those three, because in over a decade of managing accounts they account for most of the wasted budget we are asked to fix.
/THE THREE PROBLEMS
EVERY GUIDE COMES BACK TO
Structure
An account should be organized around the decisions you need to make — by margin, by product line, by market, by funnel stage — not around how the interface happens to nest things. Get this wrong and every later optimization is applied to the wrong bucket, and no amount of bid tuning recovers it.
Measurement
A conversion that fires on page refresh, a lead form counted the same as a signed contract, consent handling that quietly removes a third of your data: each of these makes the platform confidently optimize toward the wrong thing. Automated bidding amplifies whatever you tell it to value, so what you tell it has to be true.
Scale
Doubling a budget rarely doubles results, and the point where efficiency breaks is a property of your market, not of your skill. The guides cover how to find that point deliberately, in increments you can read, rather than discovering it after a quarter of overspend.
/WHAT THE GUIDES
COVER
Each of these maps to a service we run, so the guide and the practice stay in sync. Where a topic already has a service page with the detail on it, the link goes there.
Search campaign structure
Match types, negatives, query mining, and how to keep a search account legible once automation is doing the bidding.
Google AdsShopping and product feeds
Feed quality as the real lever: titles, attributes, availability, and why most Shopping underperformance is a merchandising problem wearing a bidding costume.
Shopping AdsPaid social by platform
What each platform is actually good at — Meta for demand creation, LinkedIn for narrow B2B targeting at a price, TikTok for creative-led reach — and how to stop comparing them on the same metric.
Paid socialConversion tracking
Getting the events right, deduplicating them, and keeping measurement honest under consent rules and browser restrictions.
Conversion trackingAudiences and remarketing
Segmenting by behavior that predicts intent rather than by recency alone, and knowing when remarketing is just paying for traffic you already had.
Customer journeyLanding pages and conversion rate
The half of the account that lives outside the ad platform, and usually the cheaper place to find the next improvement.
Conversion rateLead generation mechanics
Qualifying at the form rather than in the sales team’s week, and feeding lead quality back into bidding so the platform optimizes for revenue rather than volume.
Lead generationBudgets and scaling
Increment sizes, learning periods, and how to tell a genuine efficiency ceiling from a temporary auction fluctuation.
Brand awareness/WHO THESE
ARE WRITTEN FOR
Three audiences, and it is worth knowing which one a given guide is aimed at before you follow it.
- The person running the account. Assumes you know the interface and want the reasoning, not the click path.
- The person paying for the account. Assumes no platform knowledge and focuses on which questions to ask and which answers should worry you.
- The developer who has to implement the tracking. Assumes you have never wanted to think about marketing and would like the specification to be unambiguous.
- None of them assume you are starting from zero spend. Most of what we are asked to fix is an account that has been running for years and has stopped making sense.
WANT THIS APPLIED
TO YOUR ACCOUNT?
A guide can tell you what good structure looks like. It cannot tell you which of the four things wrong with your account is costing you the most. That takes a look at the account itself — tell us the platform and the monthly spend and we will tell you what we would check first.
- Advertising — the full paid media service
- Google Ads — search, performance max and shopping
- GA4 setup — the measurement layer everything above depends on
- All Insights — the full index of guides, tools and updates
Start your journey
Tell us the platform and the spend. We will tell you what we would check first.