Blog
58 articles: Paid Media, Google Ads, tracking, marketing psychology.
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 CPM In Marketing, And How Do You Calculate It?
The CPM formula, what moves its price on Meta and Google, and the rule to compare two CPMs with each other.
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 Google Tag Manager, And What Is It Used For?
What each part of a container does, and the four mistakes to check before you pay for clicks.
What Is LTV In Marketing, And How Do You Calculate It?
The margin LTV formula, and why the real value of each customer is read in your own order database.
What Is CAC In Marketing, And How Do You Calculate It?
The CAC formula, how it differs from CPA, and what Google Ads really counts as a new customer.
What Is ROAS In Advertising, And How Do You Know If It Is Profitable?
The ROAS formula, the threshold that tells you if it is profitable for your margin, and how it differs from ROI and MER.
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 Are UTM Parameters In Marketing, And How Does GA4 Read Them?
How GA4 reads your tagged links, and the three mistakes that send your visits to « Unassigned ».
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 GA4, And How Does Google Analytics 4 Work?
How GA4 counts your visits as events, and why too many key events distort your channels.
What Is Looker Studio, Now Called Data Studio Again, And What Is It For?
What Data Studio shows, where its numbers come from, and why your report sometimes differs from Google Ads.
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.
What Is Firebase, and When Does an Advertiser Actually Need It?
What Google Play already tracks on its own on Android, and what only the measurement SDK sends to Google Ads.
What Is ChatGPT Ads, and How Does Advertising in ChatGPT Work?
Where the ads appear, how context hints replace keywords, and the 50 + 100 character format.
What Is BigQuery, and When Does an Advertiser Actually Need It?
The GA4 export capped at one million events a day, and what the free tier covers each month.
BigQuery in Google Ads: The Beta Does Not Read GA4 Conversions
The condition that leaves GA4 conversions aside, measured on 14 accounts: 163 eligible actions out of 335.
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.
Journey-Aware Bidding Is Useless Until Your Sales Come Back Into Google Ads
What journey-aware bidding learns from each lead stage, and the CRM feedback chain it needs first.
Guide: Google Tag Gateway: Check That Yours Is Actually Carrying Your Data
The gateway that loads your Google scripts from your own domain, and the check that proves it really carries your data.
Google Ads vs Facebook Ads: Which One Should You Choose?
Capture demand or create it: the five criteria that decide between Google Ads and Facebook Ads.
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 Track CLV to CAC Ratio: The Metric That Reveals True Ad Profitability
How to calculate CLV and CAC, and the healthy range between 3:1 and 5:1.
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.
How to Set Up Google Ads Phone Call Conversion Tracking (Step-by-Step)
The 4 ways to track a phone call in Google Ads, from the Google forwarding number to CRM import.
How to set Enhanced Conversions in Google Ads to Improve Attribution Accuracy
The hashed email that ties your conversions to your clicks more accurately, and where to switch it on in Google Ads.
Aligning AI with Human Expectations: How to Master LLM Perception Match
How ChatGPT and other models form a view of your brand, and the sources that shape it.
How to track LLM traffic in GA4 to increase visibility
The GA4 report that already shows visits from ChatGPT or Claude, and how to read it.
SEO IA and Generative Engine Optimization: How to Get Featured in AI Search in 2025
Writing content that AI models summarize and cite, and the role of E-E-A-T in what they pick.
Smarter Google Ads Spend Starts with the Lin Rodnitzky Ratio
The ratio that shows whether your account tests enough queries, and the target around 1.5.
GCLID, GBRAID, WBRAID: How Google Ads Adapts to Apple’s Privacy Changes, what Every Google Ads Expert Needs to Know
What GBRAID and WBRAID take over on iOS, and how Google Ads keeps attributing your conversions.
What Are MCC Scripts In Google Ads?
Monitor budgets and disapproved ads across several accounts at once, from the manager account.
Google AI Shopping: How Virtual Try-On and Gemini AI Are Transforming E-Commerce (Google Try it on)
The Shopping Graph linked to Gemini, virtual try-on and agentic checkout, explained for an online store.
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.
Answer Engine Optimization: The Next Evolution in Search
Becoming the source of direct answers: how AEO differs from SEO, and the five levers that count.
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.
More Conversions in Google Ads? Understand the Concept of Conversion Modeling
How Google Ads estimates conversions from visitors who refuse cookies, and the click volume it needs.
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.
Call to Action vs Call to Outcome: Which Drives More Conversions?
Invite an action or promise the result: which button fits your prospect's stage.
The Secret to Profitable Scaling Isn't More Spend, It's Marginal ROAS
How to calculate marginal ROAS, and how far raising the budget stays profitable.
Google Ads Gives Advertisers More Control Over PMax
The negative keyword limit in PMax goes from 100 to 10,000 per campaign.
Welcome to Talent Arena !
Three days of digital talks, and what Cassie Kozyrkov says about asking AI the right questions.
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.
ROAS vs MER?
What ROAS measures campaign by campaign, and what MER reveals across all your channels together.
How I Use Data Consolidation to Boost Google Ads Performance
Why fewer campaigns with more data strengthen Google Ads bidding.
