Google Ads Ad Scheduling Best Practices
Showing ads when customers convert can sharpen efficiency, but Smart Bidding has changed how much manual dayparting helps. A current guide to ad scheduling, time-based analysis and bid adjustments.
Performance Max Asset Groups Explained
A Performance Max asset group is a themed creative kit — headlines, descriptions, images, logos, video, an audience signal and a URL — that Google’s AI mixes into ads across every channel. Dump everything into one generic group and the mix turns to mush; structure groups by buyer mindset and each one stays coherent. A current guide to asset group specs and limits, how many to run, and why splitting by keyword, intent and competitor themes beats a one-size-fits-all group.
Google Tag Manager for Google Ads Best Practices
Google Tag Manager is where your conversion tracking, remarketing and Enhanced Conversions actually fire. A current guide to containers, the Google tag, server-side tagging and Consent Mode.
Google Display Network Best Practices
The Display Network reaches millions of sites and apps for very little, but loose targeting quietly burns budget. A current guide to audiences, responsive display ads, placement exclusions and brand safety.
Google Ads Lead Generation Best Practices
Generating leads is easy; generating qualified leads that Smart Bidding can optimise towards is the challenge. A current guide to lead form assets, lead quality and feeding offline conversions back to Google.
Google Ads Brand vs Non-Brand Best Practices
Brand and non-brand traffic behave very differently, and blending them hides the truth. A current guide to whether to bid on brand, separating campaigns and reporting performance honestly.
Should I listen to Google Strategists?
Google Ads account strategists call with confident recommendations — but they usually haven’t studied your account strategy, their advice is often templated, and their measures of success can differ from yours. A current, evidence-based guide to who strategists are, how they’re incentivised, which recommendations are worth testing, and how to handle the call without hurting performance.
What Google Ads Ad Strength Really Means
Ad Strength rates your Google Ads assets from Poor to Excellent — but it is a diagnostic of variety and relevance, not a score that decides whether your ads run, and it is not used in Ad Rank or the auction. Chasing “Excellent” often tempts advertisers into padding ads with weak, off-theme headlines that dilute relevance. A current, evidence-based guide to what Ad Strength actually measures, why “Good” with tight copy is usually the right target, and when a low rating is worth fixing.
Account Structure
In the Smart Bidding era, over-granular accounts can starve the algorithm of data. A current guide to structuring campaigns, ad groups and conversions for performance.
Custom Goals in Google Ads
Custom goals let you point a campaign at a tailored set of conversion actions for a non-standard objective — powerful when used deliberately, but they can make Smart Bidding less efficient if you starve the algorithm of data. A current guide to what custom goals are, when to use them, how to set them up, and how to measure them without hurting performance.
Maximise Conversions, Maximise Conversion Value Best Practice.
Maximise Conversions and Maximise Conversion Value spend your full budget with no efficiency guardrail; add a tCPA or tROAS target and Google bids to your number instead. From 17 August 2026, budget-limited campaigns will deliver to their stated targets rather than overachieving them, so the right setup matters more than ever. A current, evidence-based guide to choosing the best bidding setup for lead generation, ecommerce, traffic and awareness campaigns across Search, Shopping, Performance Max and Demand Gen.
Responsive Search Ads Best Practice Guide
Responsive Search Ads are the only search ad format Google still lets you build. This regularly updated guide covers the asset limits, what Ad Strength actually measures, when pinning helps and when it hurts, how to write RSAs that perform, and how they sit alongside AI Max for Search.
Google Ads App Campaigns Best Practices
App campaigns hand Google almost every lever, so goals, bids, creative variety and clean install measurement are where the real control lives. A current guide to setup, creative and measurement.
Budget Management
How you set, pace and reallocate budget shapes how Smart Bidding spends. A current guide to managing Google Ads budgets for more growth and less wasted spend.