Ads for Breakfast

17 posts

Essays & how-to

Google Ads structure, conversion tracking, CRO. Opinionated, with the numbers attached. Read once, then argue with me by email.

Essays & how-to

17 posts · 15 with a figure
20% lower CPCs Essay 20 Jul 2026 CSS partners for Google Shopping: 20% off your CPCs Same ad, same position, roughly 20% less per click. Where that margin comes from, and how you move off the default. 20 Jul 2026 · 7 min 7 min 3.33 break-even ROAS, 30% margin Essay 20 Jul 2026 How to calculate ROAS: the formula, break-even and why POAS matters The same ROAS of 4 is profit for one shop and a loss for the next. Work out your break-even before you set a target. 20 Jul 2026 · 8 min 8 min 1 in 10 accounts Essay 17 Jul 2026 Performance Max: when it works — and when it doesn't Set-and-forget works in about one account in ten. What the tenth has that the other nine don't: a shopping feed. 17 Jul 2026 · 7 min 7 min 4 consent signals Essay 16 Jul 2026 Consent Mode v2 setup: mandatory for your Google Ads data Four signals decide whether Google sees your conversions at all. The CMPs I actually use, and the test step everyone skips. 16 Jul 2026 · 7 min 7 min <30 min per new ad network Essay 15 Jul 2026 Setting up the LinkedIn Insight Tag via GTM — step by step Partner ID in, All Pages on — then hang the conversions off the triggers your Google Ads tags already fire on. 15 Jul 2026 · 7 min 7 min 100% of setups need a page ping Essay 14 Jul 2026 Enhanced conversions: a setup guide for Google Ads and GTM Hashed form data buys back conversions your tracking loses — but only if the page itself still fires the first ping. 14 Jul 2026 · 7 min 7 min 1 UET tag per account Essay 12 Jul 2026 Bing conversion tracking: the UET tag, step by step Same tags, same triggers, a worse interface. One UET tag per account, then a goal for every conversion you already track. 12 Jul 2026 · 7 min 7 min Essay 11 Jul 2026 GA4 remarketing for Google Ads: wiring your audiences up properly Build the non-converter lists in GA4, staggered by recency — then the Data Manager link, without which none of them arrive. 11 Jul 2026 · 7 min 7 min <1 hour to a working pixel Essay 10 Jul 2026 Meta Pixel setup: step by step with GTM and the Conversions API The pixel takes under an hour. The Conversions API is the part that decides your data quality — three routes, in order. 10 Jul 2026 · 7 min 7 min €1,000 monthly ad budget, minimum Essay 9 Jul 2026 Server-side tracking with GTM: what it does and when it pays Adblockers and Safari quietly delete your conversions. What a tagging server fixes, and the budget where it starts to pay. 9 Jul 2026 · 7 min 7 min Essay 8 Jul 2026 Google Tag Manager for Google Ads: what your container needs Three blocks belong in every container; three more depend on your budget and market. What each one actually does. 8 Jul 2026 · 7 min 7 min 90 days click-conversion window Essay 3 Jul 2026 Offline conversion import: optimise lead gen for real revenue Google only knows the click, never the close. Feed the CRM value back and bidding stops chasing form spam. 3 Jul 2026 · 8 min 8 min 5x ROAS, a loss at 20% margin Essay 24 Jun 2026 E-commerce profit tracking: optimise for profit, not revenue 5x ROAS can still lose money on every unit. Send back contribution margin instead of revenue and the bidding follows. 24 Jun 2026 · 8 min 8 min €80/day for 2 conversions a day Essay 18 Jun 2026 What does Google Ads really cost — and what daily budget do you need? The click price answers nothing. CPC divided by your conversion rate gives the CPA, and the daily budget follows. 18 Jun 2026 · 7 min 7 min 65% optimisation score Essay 15 Jun 2026 The 5 lies Google Ads tells you — what I only saw as an ex-Googler Optimisation score, auto-apply, the free strategy call. Five defaults that grow Google's revenue, not yours. 15 Jun 2026 · 9 min 9 min €5,000 job, counted as one click Essay 10 Jun 2026 Call tracking: do you know which call really came from Google? The phone lead is the most valuable one and the most invisible. How dynamic numbers close the gap. 10 Jun 2026 · 8 min 8 min 15 min to an answer Essay 9 Jun 2026 Conversion tracking health check: 15 minutes to know if Google Ads measures properly Eight checks you can run yourself, no developer. The honest one: yesterday's real enquiries against what Google reports. 9 Jun 2026 · 9 min 9 min