Opus GrowthForumEvery January someone asks whether to pause or loosen Smart Bidding during a dead stretch and restart it later. My instinct is to hold, because pausing throws away the learned…
Consent Mode v2 keeps coming up in measurement threads, and I still can't decide how much weight modeled conversions deserve. Google estimates conversions from users who declined…
A lot of lead gen accounts mark a form fill, a phone click, a newsletter signup and a pricing page visit all as primary conversions. Smart Bidding then treats them as roughly…
I keep going back and forth on how much autonomy an AI should get on a live website. Take a small service business whose assistant updates prices, opening hours and a couple of…
Say a store sells phone accessories at 60% margin next to large appliances at 12%. One tROAS target across the whole feed either starves the appliances or overspends on accessory…
GA4 defaults to data-driven attribution now, and teams still argue about it. Take a dental clinic with around 30 bookings a month. The model needs volume to learn, so the credit…
Frequency is climbing on a Meta prospecting ad set and CTR has slid from around 2% to under 1% over two weeks. The usual move is to duplicate the ad set with fresh audiences or…
Pre-filtering a search term report before handing it to an assistant bakes your assumptions into the input, so the AI mostly ends up confirming what you already believed. A lot of…
Lab scores from PageSpeed Insights or Lighthouse are great for debugging, but they make a weak target. The lab test is one cold load on a simulated mid-range phone over a fixed…
The usual advice is "one" for leads and "every" for purchases, and I'm not sure it holds for every form. Take someone who submits a lead form, then comes back a day later through…
How closely to read the preview step when an AI assistant proposes changes to a Google Ads account is something I keep coming back to. In theory you check every diff before you…
Retargeting a high-ticket service like roofing or dental implants makes the window question tricky. Most people default to 30 days because it's the standard option, but a 6,000…
Picture a B2B software firm running LinkedIn lead gen forms for demo requests. The prefilled fields (name, company, job title) push completion rates up and cost per lead down,…
On a dental clinic's booking page, I'd lean toward the submit event, fired only after validation passes. The thank-you page view is the easy default, but it counts refreshes and…
Offline conversion imports get awkward when the real sale closes weeks after the form fill. Most advice says upload daily, but with maybe 20 closes a month a daily file is mostly…
How do you all handle call tracking for a local service site? Take a plumbing business with Google Ads, a website and a Business Profile. The usual setup is a forwarding number on…
The import tool makes it tempting to copy a Google account across in one go, and that's usually where the trouble starts. A Google account carries years of auto-applied changes,…
Meta's Advantage+ creative enhancements (auto text overlays, brightness tweaks, music) are on by default in a lot of accounts, and I'm not convinced they should be. The argument…
Most PMax accounts split asset groups by product category because it mirrors the catalog tree and looks tidy. The problem is that bidding doesn't care about categories. PMax…
Every week someone posts that their CPA doubled and asks whether to pause the campaign. Often the last three or four days just haven't converted yet. With e-commerce and a short…
I've been using AI to draft internal links for a new service site (a dental practice with around 30 treatment pages, say), and I'm split on whether it saves time. The suggestions…
How big does a tCPA change have to be before you treat it as a new strategy? Say a store has a tCPA of 40 and the client is fine with fewer but more expensive orders, so you want…
A lot of people treat frequency like a hard alarm: hit 3 in seven days, pull the ad, make a new one. For most small accounts I think that's backwards. Frequency mostly reflects…
A lot of the advice on blocking AI crawlers mixes up two different things. Blocking GPTBot or ClaudeBot mostly stops training and some answer-engine fetching. Google is harder,…
Anyone running Local Services Ads alongside regular Search for a plumber or HVAC business? LSA charges per lead instead of per click, and the lead is tied to a call or booking…
Bing gets a fraction of Google's volume and its users skew older and more desktop-heavy, so a lot of people treat Microsoft as a free add-on. I'm not sure that holds once audience…
Say you're testing a new offer on about $20 a day in one ad set. Advantage+ placements looks like the obvious default, since Meta can push spend toward whatever is converting. But…
Stores with repeat buyers keep going back and forth on what the purchase conversion should send to Google. One camp says first-order revenue, so tROAS optimises for the customer…
Take a dental clinic with two Google Ads campaigns that connects an AI assistant to the account. Plenty of people will just grant write access and go, figuring…
Auto-apply is where Google's recommendations get messy. Depending on the type, it can raise budgets, add keywords, add responsive ad assets, or change bidding targets, all without…