Google Ads Paid Media
The core of the job: strategy, structure, bidding and optimization on Google Ads. Concrete analysis to get more results from every euro you spend.
To go deeper on the key concepts of this category, open the glossary, Google Ads Paid Media section.
16 articles
Are My Google Ads and Meta Ads Campaigns Profitable?
Your maximum CPA and your real CAC, worked out from your margin, and the LTV/CAC ratio that shows if it holds.
Google Ads for Nonprofits: How to Get $10,000 a Month in Free Search Ads
The $10,000 monthly Ad Grants budget, the three eligibility conditions and the rules to keep afterwards.
PPC vs SEO: Which Channel Should You Invest In First?
Instant visibility or a lasting asset: when PPC wins, and when SEO takes over.
How to Run Local Search Ads: Get More Local Customers Finding You in 2025 (Step by Step)
The pins on Google Maps, the Business Profile to link to your account, and the setup step by step.
Google Ads Scripts: 7 Reasons to Manage Your Paid Search Management
What a script automates in your account, from CPA rules to real-time cost alerts.
How Keyword Signals Unlock Better Google Ads Results
The four signals Google Ads uses in broad match, and how to group your keywords to help it.
Master Keyword Matching in Google Ads to Boost Campaign Performance
How Google picks the keyword that enters the auction, and the role of match types.
How to Activate Google Ads Expert Mode
Where to switch to Expert Mode, when you create the account and on an existing one.
Do you know how much you should pay per lead on Google Ads?
The target CPA formula, worked through an example: 1,000 EUR order value, 40% margin, 50 EUR per lead.
Looking for A/B test inspiration for Google Ads? Here are 7 fresh ideas to explore
Seven ad tests to run in Google Ads, and the goal to set before each one.
Bumper ads: the 6-second solution to your marketing challenges
Six seconds, one message: when to use bumper ads and how to build them.
Data Exclusions in Google Ads
When to set a data exclusion to protect Smart Bidding, and how to cover the right days.
How I use 4 keyword types to turn searches into customers in Google Ads
The four search intents, from informational to transactional, and where each one fits in your account.
Maximizing Results with Seasonality Adjustments in Google Ads 🍁
Declaring the conversion lift you expect during your sales, and the calculation that sets its size.
How to Use Search Theme Prioritization to Align PMax & Search in Your Strategy
The priority order between exact keyword, PMax search theme and broad match when several can trigger.
Are you using the full value of your customer list in Google Ads?
The segments of your customer list to activate, for lead generation as well as e-commerce.
