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Setup breakdowns, checklists and the mistakes we keep finding in ad accounts. For business owners and marketers.

Google Ads 9 min Google Ads Pre-Launch Checklist: 40 Points We Check A step-by-step Google Ads launch checklist for 2026: business goals, measurement, account and campaign setup, ads, the website and the first weeks after launch. Read
Google Ads 9 min Negative Keywords in 2026: Search Term Hygiene with Broad Match and AI Max How negative keywords work, where to add them, how to read the search terms report, and what changed with AI Max, broad match and negatives in Performance Max. Read
CRO 9 min A Landing Page for Google Ads: What It Needs to Have How to structure a landing page for ads: above the fold, the offer, proof, the form, speed and measurement. The checklist we use to review pages before launch. Read
Google Ads 8 min Performance Max: When It Wins and When It Wastes Your Budget A practical look at PMax in 2026: when it makes sense, how it cannibalizes brand traffic, which negatives and exclusions exist, and how to read channel reports. Read
Analytics 8 min Server-Side Tracking and Consent Mode v2: Data Quality in 2026 What server-side tagging gives you, how it differs from Google tag gateway, how Consent Mode v2 works, and where to start so Smart Bidding gets clean data. Read
Google Ads 9 min Smart Bidding: How Much Data tCPA and tROAS Need, and How to Move to Value-Based Bidding Conversion thresholds for bid strategies, the learning period, lead gen conversion values, and the common mistakes that make automated bidding optimize noise. Read
CRO 9 min Message Match: How Ad-to-Page Alignment Affects Quality Score What's really behind Quality Score, how Google evaluates landing page experience, and how to align the search query, the ad, and the landing page itself. Read
Analytics 9 min GA4 or the Google Ads Tag: Setting Up Conversions Without Duplicates GA4 key event import or the native Google Ads tag? We break down enhanced conversions and show how to build a clean, duplicate-free measurement stack. Read
Strategy 9 min Audience Research That Actually Changes Your Ad Copy Why demographic personas don't help your ads, and how to gather the motives, objections, and triggers that become headlines, assets, and campaign structure. Read
Strategy 9 min Why We Do Research Before Touching a Google Ads Account Most struggling Google Ads accounts don't have a bidding problem, they have a strategy problem. Here's what we check before any budget is spent, and why. Read
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  2. 02 Ads and website review We check the account (read-only access), tracking and landing pages.
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