Author name: Adriaan

Most advertisers try to scale Google Ads by increasing budget. That’s usually where ROAS drops. Here’s what actually worked instead. A client wanted to scale spend without sacrificing performance. Inside their Performance Max campaign, the problem was clear: A few products generated most of the revenue. Most products barely received impressions or clicks. Budget was […]

Most landing pages don’t have a traffic problem. They have a conversion problem. You don’t need more visitors. You need more of them to BUY. Here’s what actually moves revenue: Your hero section decides everything If it’s unclear → they leave If it’s specific → they stay Confusion kills sales If people have to think,

Google is now running a new beta with their AI Max tool! Found by Aleksejus Podpruginas!

Averages don’t explain.Segments do. Your average CR is 3%. Great, right? But if first-time buyers convert at 0.5% and repeat buyers at 8%, is 3% a good number? This happens everywhere:→ New cohorts ruin your LTV→ 1 category could reduce your CR→ Mobile traffic decreases your AOV Dmitry Nekrasov collected 8 real-world examples of metrics

Averages don’t explain.Segments do. Your average CR is 3%. Great, right? But if first-time buyers convert at 0.5% and repeat buyers at 8%, is 3% a good number? This happens everywhere:→ New cohorts ruin your LTV→ 1 category could reduce your CR→ Mobile traffic decreases your AOV Dmitry Nekrasov collected 8 real-world examples of metrics

Most marketers optimize for ROAS. But ROAS can be misleading. Two products can show the same ROAS while having completely different profitability. Example: Product A Price: $100Cost: $80Profit: $20Ad spend: $20ROAS = 5xPOAS = 1x (break-even) Product B Price: $100Cost: $60Profit: $40Ad spend: $20ROAS = 5xPOAS = 2x Same ROAS. Very different profit. The takeaway:

Most Google Ads accounts optimize for conversions… but they rarely separate new vs returning customers. That’s a mistake. Because the economics are completely different. New Customers • Higher CPA• Acquisition investment• Drives long-term growth Returning Customers • Lower CPA• Higher conversion rates• Higher lifetime value If you optimize campaigns without separating them, you can easily

Not because Google Ads doesn’t work. But because the setup is wrong. After auditing dozens of accounts, I noticed the same mistakes over and over. So I made a simple checklist 👇 How to set up a Google Ads campaign that actually gets conversions Key things most people miss: • Fixing conversion tracking first• Targeting

Intent-Based Targeting – Reach people actively searching for solutionsSkippable In-Stream Ads – Pay only when users actually watch or engageCustom & Lookalike Audiences – Target warm users & find new high-value customersRemarketing Campaigns – Re-engage viewers who didn’t convertVideo Action Campaigns – Drive direct conversions from video adsShorts Ads – Capture attention fast with vertical

I often see PMax campaigns structured like this: • One campaign for all products• Or segmentation only by brand or category• Or random asset group splits But Performance Max doesn’t optimize around structure. It optimizes around signals and behavior. That’s why smarter advertisers segment based on how products actually perform. Here are 5 high-impact ways