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.
25 articles
What Is CPA In Marketing, And How Do You Calculate Cost Per Acquisition?
The CPA formula, what the "Cost / conv." column really counts, and the maximum CPA your margin allows.
What Is CTR (Clickthrough Rate), And How Do You Know If Yours Is Good?
How your CTR weighs on your CPC through expected CTR, and why you compare it within one format.
What Is CPC (Cost Per Click), And Why Do You Often Pay Less Than Your Bid?
Why your actual CPC stays below your bid, and the maximum CPC your CPA allows, worked out in one line.
What Is PPC In Marketing, And How Does Pay-Per-Click Work?
What PPC, SEA and SEM cover, the platforms where it runs, and what you really pay for in a pay-per-click campaign.
What Is A Landing Page, And How Does Google Judge It?
What Google evaluates on your landing page, and the four points to check before you touch your bids.
What Is Google Ads, And How Does It Work?
How the auction ranks your ad, what you actually pay, and what a click costs from one sector to another.
What Is Remarketing, And How Does It Work In Google Ads?
How Google Ads fills your lists, when they start serving, and which duration to set for your sales cycle.
What Is Display Advertising On Google, And Where Do Your Ads Show?
What the Display Network, the Display campaign and Demand Gen each cover, and what the 2026 migration changes.
What Is Performance Max, And When Should You Use It In Google Ads?
What Performance Max decides on its own, what you keep in hand, and when to prefer it over Search or Shopping.
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.
