Author name: Adriaan

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 […]

Most Google Ads campaigns fail before they even start. 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 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

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:

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

Great pictures from Producthero that shows that to set the ideal ROAS (Return on Ad Spend) target for your Google Ads, it’s essential to balance between profitability and revenue(or even better use POAS) Start by determining your breakeven point based on product margins—this sets the minimum ROAS to avoid losses. Then, use Google’s Bid Simulator

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, they don’t convert Proof beats persuasion Show results

1. User Clicks Your Ad on Mobile Someone searches on Google using their phone.They click your ad and visit your website. 2. User Shares Contact Details Later they may:Sign upEnter their emailStart checkoutSubmit a lead formThis creates first-party data (like email or phone number). 3. Data Is Hashed for Privacy The contact details are:EncryptedHashedSent securelyNo

You think you know what’s going on…Until you look at the second metric That’s because many issues in e-commerce only show up when two metrics overlap. So Dmitry Nekrasov mapped 20 such pairs, with what they reveal ↑ Product views + ↑ Add to cart → Fast funnel↑ Sessions + ↓ Scroll depth → Weak

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