Author name: Adriaan

Most people think Google Ads is about writing a clever headline. It’s not. It’s about building a system that makes your ad feel like the exact answer to a search. Here’s the anatomy of a high-performing Google Search Ad: → Structure (campaigns & ad groups) determines relevance→ Keywords determine when you show up→ Headlines stop […]

META Ads is now showing a new “How campaign structure works” guide during the campaign creation flow. Thanks for sharing VIVEK GUPTA.Vertaling weergeven

Yes, YouTube Ads can convert. But they don’t convert the same way Search does. The reality Search User intent is already there Conversion is immediate That’s why it’s easier to convert. YouTube No active intent Users are watching content, not searching You interrupt and create interest. That makes direct conversion harder, but not impossible. So,

Most advertisers use Google Ads to capture demand. But they forget one thing: You need to create demand first. That’s where Demand Gen comes in. No keywords. No active search intent. You reach people before they start searching. Here’s how it actually works 👇 You target audiences, not keywords Based on behavior, interests, and data

Most advertisers optimize campaigns one by one. That’s not needed Because Google doesn’t learn in silos. It learns from data. That’s where Portfolio Bid Strategies come in. Instead of optimizing each campaign separately… You let multiple campaigns learn together. What it actually does You group campaigns under one goal: Same CPA Same ROAS Same objective

Most people optimize campaigns like this: Get conversions → Lower CPA → Scale But that’s not how growth actually works anymore. Welcome to Customer Lifecycle Goals 👇 Instead of optimizing for any conversion… You can now optimize for the right type of customer: – New customers– Existing customers– High-value users– Lapsed customers This is the

Most people think Customer Match works like this: Upload a list → Target those users → Done “It’s just remarketing with emails.” But that’s not what’s actually happening. Customer Match isn’t just targeting. It’s first-party data feeding Google’s AI. It starts with your data: – CRM lists (email, phone, etc.)– Online + offline customer data–

Search = Capture demand People are already looking.Keyword-based targetingHigh intent trafficBest for immediate leads/sales Bottom of funnel Performance Max = Scale demand Google finds more conversions for you.Uses all Google channelsAI-driven targetingExpands beyond search Full funnel (if you have data) Demand Gen = Create demandPeople aren’t searching yet.Audience-based targetingVisual ads (YouTube, Discover, Gmail) Builds awareness

I reviewed a lot of lead gen accounts recently. Same pattern every time: Tracking is incompleteLeads aren’t qualifiedSales team not alignedFollow-up too slow So I created a Google Ads Lead Gen Audit Sheet (2026) focused on what actually matters: ✔ Tracking + offline conversions✔ Funnel structure (Search + PMax + Demand Gen)✔ Landing pages &