Content & Insights
Articles, guides, talks and free tools from the Google Ads trenches. No generic "top 10 tips" fluff, just what I've learned running AI-first Google Ads for accounts of every size, every day.
On stage, on air & in the community
Beyond client work, I speak at international PPC conferences, join webinars and podcasts with leading voices in paid search, write for PPC Hero, and help run the PPC Hub community.
International conference speaker, 2026
Conference talks in 2026
The PPC Summit 2026
I'm one of three finalists for Best Case Study, presenting for 15 minutes to around 300 Google Ads specialists. The story: a business with no brand and no referrals that bought 100% of its demand and grew to seven figures over seven years. I'll be sharing the journey, the account, the real numbers and the strategy behind them.
Hero Conf
s360
PMCR
Conversations with industry experts
Recent writing
Short, practical pieces on PPC strategy and what actually works, whatever your size.
Google Is Now Taking Your Target Literally
The 17 August Smart Bidding change is live. Why the smallest budgets had the biggest cushion, what the next four weeks look like, and whether a capped campaign needs a target at all.
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The Elastic Band Model: Why Small Budget Accounts Snap
Tolerance, complexity, recovery and snap. The model I took to SearchDay Aarhus, Hero Conf Brighton and PMCR Manchester, plus the real account rebuild behind it.
Read the articleGoogle Ads Is About to Hold You to Your Targets
From 17 August 2026, budget-limited Target CPA and Target ROAS campaigns deliver toward the target you typed in, not the cheaper number Google was quietly finding. The checklist to run first.
Read the articleWhy Competitors Show in Ads Transparency but Not Auction Insights
A competitor is clearly running ads, yet they never appear in your Auction Insights report. Seven reasons why, and how to tell whether they are actually competing with you at all.
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Your First Google Ads Account: How to Get Started
Written for PPC Hero: how to set up your first Google Ads account properly, starting with the money rather than the keywords, and avoiding the mistakes beginners repeat.
Read on PPC Hero
How to Create Your First Search Campaign
Written for PPC Hero: a step-by-step walkthrough of building your first Google Ads Search campaign the right way, from structure to tracking.
Read on PPC HeroLatest posts & insights
Day-to-day PPC takes, experiments and lessons, straight from my LinkedIn.
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