Blog

Primary and secondary conversions in Google Ads: what each setting changes, how conversion goals drive bidding and reporting, and how to filter junk leads.

Google Ads automated rules: how a rule is built, which frequencies and data windows to pick, nine scenarios with thresholds, and what breaks Smart Bidding.

Placement reports, invalid activity credits, third-party pre-screening and a clear method for deciding whether opting out of the Search Partner Network pays off.

How long the Smart Bidding learning period lasts, which edits restart it, how to move targets in steps and how to build an edit calendar that produces clean data.

How the Google Ads conversion window works, how to measure your own conversion lag curve, pick the right window length and stop cutting budgets on immature data.

Three accounts fit in your head, fifteen do not. How to design an MCC structure, where cross-account conversions break optimisation, and which limits bind first.

The interface will not give you long history or your real margin. How to stand up a BigQuery warehouse in two weeks, which queries to write, and what it costs.

A three-day promo, a broken tag, a Q4 demand spike — which Google Ads control fits each case, how to size the percentage, and when to leave bidding alone.

Custom columns calculate margin, ROAS and target drift inside the interface. Twelve ready formulas, how segments work, and when an export is still needed.

Since 17 August 2026 budget-limited campaigns hold tCPA and tROAS tightly. Who it affects, how to rule out seasonality, and what to do with your targets.