Better Google Ads, minus the guesswork
Plain English guides to the things that actually move a Google Ads account, where the waste hides, what a real audit checks, and how to keep Google's automation working for you instead of against you.
How to find and cut wasted spend in Google Ads
The money leaking out of most Google Ads accounts hides in search terms, broad match and budget capped campaigns. Here's exactly where to look, and how to stop the leak.
August 2026 · 6 min readKeywordsNegative keywords: the fastest way to stop wasting budget
Negative keywords are the highest leverage lever in a search account, and the most neglected. A plain English guide to match types, where to find them, and how far to widen.
August 2026 · 5 min readAuditsWhat a real Google Ads account audit actually checks
"We'll audit your account" can mean anything. Here's the checklist a genuine audit runs, structure, tracking, bidding, wasted spend and ad copy, and what a healthy score looks like.
August 2026 · 7 min readTrackingWhy smart bidding lives or dies on conversion tracking
Target CPA and Maximise Conversions are only as good as the data they're fed. If your tracking is broken or double counting, Google's AI is optimising toward the wrong thing.
August 2026 · 6 min readPerformance MaxPerformance Max without losing control of your brand budget
Performance Max drives results, and quietly spends a chunk of your budget on people already searching your brand. How to keep the upside without paying twice for traffic you'd win anyway.
August 2026 · 6 min read