White Label Google Ads: Platforms vs Specialists, And How To Pick The Right One
Most “best white label PPC” lists are useless in the same way. They rank ten providers as if they were the same product competing on quality, when they are actually three different products solving three different problems. Putting a fulfillment platform, a $500 volume shop and a specialist management partner in one ranked list is […]
White Label PPC Pricing In 2026: The Models, The Real Numbers, And The Fees Nobody Quotes
Two providers quote you for the same account. One says 15% of ad spend. One says $1,500 a month. One says $900 plus 8% above $8,000. A fourth quotes $600 a month and then charges separately for setup, call tracking, landing pages and reporting. Which is cheapest? You genuinely cannot tell from those numbers, and […]
How To Choose A White Label Google Ads Partner: The Complete Vetting Guide For Agency Owners
There is a problem at the centre of choosing a white label Google Ads partner that almost no guide will admit to. You are being asked to evaluate technical competence you do not have. If you ran Google Ads well enough to judge whether somebody else runs it well, you would not be outsourcing it. […]
AI Max For Shopping And The August 31 Local Inventory Ads Deadline: The Complete Guide
For four years, the answer to “Performance Max is spending my money on things I cannot see” has been the same: move that part of the catalogue into Standard Shopping. We have given that advice ourselves, with data behind it. In our Performance Max segmentation guide we documented an account where a product category was […]
Google Ads Is Taking Back The Efficiency It Gave You: The August 17 Limited By Budget Change
There is a quiet win that most people managing Google Ads accounts have enjoyed without ever really naming it. You set a Target CPA of $60. The campaign is limited by budget. Over a few months, Smart Bidding settles it at $38. You did not ask for that. The system found the efficiency inside the […]
The Display To Demand Gen Migration: The Complete Guide To Moving Before Google Moves You
There is a version of this migration where nothing much happens. You click a button, the campaign changes type, performance wobbles for a few days and settles. There is another version where you lose your seasonality adjustments without noticing, your combined audiences quietly stop existing, your HTML5 creative stops serving, your Brand Lift study has […]
Performance Max Segmentation: When To Split Your Campaigns, When To Leave Them Alone, And What It Costs To Get It Wrong
Most advertisers arrive at Performance Max carrying a rule they learned somewhere else, and it is the wrong rule. The rule is consolidate. Fewer campaigns, more data in each one, let Smart Bidding learn. For Search campaigns that advice is correct and we have argued for it ourselves, with data: all 24 of our Search […]
Smart Bidding Benchmarks 2026: 7 Of Our 10 Target CPA Campaigns Never Had The Data To Run It
Google publishes a number for Target CPA and almost nobody checks their account against it. The number is 30. Google’s own Target CPA documentation recommends evaluating performance over the last 30 days including at least 30 conversions. Below that, the machine learning has too few examples to find a pattern, and you get bidding that […]
Performance Max vs Search Benchmarks 2026: 36 Lead Gen Campaigns, $163,732, and the One Account That Broke the Numbers
We nearly published a number we would have spent the next two years apologising for. The plan was simple. Pull thirteen months of campaign data across the lead generation accounts we manage, compare Performance Max against Search on cost per lead, publish the table. Almost nobody can run that comparison properly, because you need the […]
Google Ads Campaign Structure Benchmarks 2026: All 24 Of Our Search Campaigns Were Below The Learning Threshold
We expected some of our Search campaigns to be short of conversion volume. We did not expect all of them. Twenty-four Search campaigns across thirteen lead generation accounts. Not one produced 30 conversions a month. Twenty-three produced fewer than ten. Twenty produced fewer than five. Every dollar of Search spend in the export, $109,631 of […]