Okay so that's some serious hyperbole. But so far, this little trick is working for every account my agency has tested it on. The Click Fraud Problem Click fraud can be a nightmare for PPC advertisers. Not only does it eat up budget that should otherwise be used to drive leads and sales. It can also destroy the performance of campaigns when it includes fake lead generation. Here's a brief list of some common tactics the fraudsters use: Botnets Click [...]

On August 17th, 2026 Google Ads is fundamentally changing how tCPA and tROAS bidding works across most campaign types. If you currently use target based bidding this is a must read! What's Changing with tCPA and tROAS bidding? Prior to the change, when campaigns are limited by budget Google will automatically attempt to yield performance that exceeds your target. In the case of tCPA bidding, that means a CPA that's lower than your target. In the case of tROAS bidding, [...]

This is the eighth in a series of articles I'm writing about Google Ads strategies for specific industries. This post will be about Google Ads for home services businesses. Before jumping in I want to be clear about the scope and constraints of this series. Scope & Constraints The strategies and tactics outlined are broadly applicable to most advertisers that offer home services. However, every business is unique, and hence every Google Ads implementation needs to be as well. This [...]

If you've recently noticed that your Google Ads campaigns are spending more you're not alone. Effective June 1st, 2026, Google changed the way that budget pacing works. Tested in Beta dating back to the beginning of the year, Google has implemented the new rules for all advertisers. What Advertisers are Effected by the New Budget Pacing Rules? Advertisers that run campaigns for fewer than 7-days a week, e.g. Monday - Friday, and normally hit daily budget caps, will probably notice [...]

Google has changed a lot over the years. Today I'm going to take a walk down memory lane with one of the most iconic Google Ads elements, keyword match types. I'll look at how match types have changed over the years. I'll provide guidelines for what's working today based on your situation. And I'll make a few predictions about what's coming in the future. The Keyword Match Type Time Line Google Ads Launches in 2002 Google originally launched with two [...]