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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.

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Recent writing

Short, practical pieces on PPC strategy and what actually works, whatever your size.

Ramial Aqeel speaking at the Performance Marketing Conference in Manchester

Ramial Aqeel · 7 min read

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.

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Ramial Aqeel · 6 min read

Google 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.

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Ramial Aqeel · 2 min read

Why 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, featured on PPC Hero

PPC Hero · Guide

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.

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PPC Hero · Guide

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.

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Speaking, Media & Community

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.