Consolidate or segment? A Performance Max decision framework
Too much consolidation wastes spend. Too much fragmentation hurts optimization. Find the right balance for your Google Ads account.
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Menachem Ani's latest articles
How to make Performance Max focus on net new customers
Reduce overlap between Google and Meta with a four-step framework that uses brand exclusions, audience exclusions, and Customer Match data.
6 Google Ads mistakes that hurt ecommerce campaigns
Expanding beyond paid social? Learn how to structure campaigns, control spend, and unlock demand without relying on the Meta playbook.
Google Demand Gen campaigns: When to use them and best practices (with examples)
Find out when and how to use Demand Gen campaigns, including campaign and budget management, plus lessons from real-world campaign testing.
Google’s AI Max for Search: What 30 days of testing reveal
AI Max expands Search targeting beyond keywords. See how it stacks up against Performance Max and when it can actually deliver results.
7 Google Ads search term filters to cut wasted spend
These filtering tactics help refine your targeting, reduce spend on low-quality clicks, and uncover new keyword opportunities.
Google Performance Max: Everything you need to know
Learn what sets Performance Max apart from other Google Ads campaigns, and how it can drive conversions and maximize ROI.
How to expand from Meta Ads into Google Ads
Are you a Meta-first advertiser who is eyeing Google Ads? Learn when, why, and how to diversify your PPC strategy for maximum growth.
PPC diagnostics: How to find and fix the root cause of low conversions
Uncover and fix 10 common causes of declining conversions, from budget limitations and weak landing pages to market and economic shifts.
The future of paid search: 3 predictions for Google Ads in 2025
Get ahead of Google Ads trends with these bold predictions for 2025, from AI-driven campaigns to shifting client strategies.
How Microsoft Ads compares to Google Ads and when to use it
Thinking of expanding to Microsoft Ads? Learn its key similarities and differences with Google Ads, plus tips for getting started.
What Google’s new Performance Max controls mean for advertisers
New features like negative keywords and improved reports help refine campaigns, offering more control for advertisers.
How to manage a paid media budget: Allocation, risk and scaling
Find out how to allocate your PPC budget, optimize spend across platforms and scale campaigns without compromising performance.
Lead gen advertising in the automation era: How any brand can succeed
Boost your lead gen strategy with tips on campaign management, sales alignment and maximizing ad performance.
What Google’s query matching update means for future PPC campaigns
Learn about Google Ads' latest improvements to query matching and brand controls and what it indicates about how keywords will evolve.
How to use Performance Max for any type of business
Learn to adapt Google's automated campaign type for retail and DTC ecommerce, lead generation with varying budgets and local businesses.
PPC landing pages: How to craft a winning post-click experience
Ads get you traffic, but landing pages get you customers. Stand out from competitors by mastering the often-overlooked post-click experience.
B2B audience targeting: Meta Ads as an alternative to LinkedIn
Reach your ideal B2B customers on Meta Ads for a fraction of the cost of LinkedIn with these ad creative and audience targeting strategies.
Creating Google Ads campaigns with Gemini conversational AI: How good is it really?
Learn about Gemini AI’s capabilities and limitations, plus how to effectively use it for Google Search and Performance Max campaigns.
How each Google Ads bid strategy influences campaign success
Learn when and how to apply Manual CPC, Maximize Clicks, Target Impression Share, and Smart Bidding to meet your Google Ads campaign goals.
Google Ads for lead gen: 9 tips to scale low-spending campaigns
Looking to elevate your Google Ads lead gen efforts? Here are nine levers that can boost your PPC campaigns toward significant growth.
Paid search for lead gen: Tips for new accounts with limited budgets
Get the most of your ad spend with these campaign structure, conversion tracking and testing strategies for lead gen campaigns.
Meta Ads for ecommerce: 7 things to test and iterate
Running ecommerce campaigns on Facebook and Instagram? Here are seven key strategies for testing and iterating your way to success.
How to use Meta Ads for lead generation: A 9-step guide
Advertising on Meta isn't just for ecommerce. Here are nine things to consider when running lead gen campaigns on Facebook and Instagram.
Ecommerce PPC: 4 optimizations to do before the holiday season
Learn how to approach four outside-of-Google, ecommerce PPC optimizations that will boost your chances of success this holiday season.
YouTube Ads ecommerce guide: When, how and why
Here's why direct-to-consumer ecommerce brands should consider YouTube Ads, plus five recommendations for new YouTube advertisers.
7 important YouTube Ads lessons you need to learn
Trying to figure out why your YouTube Ads results aren’t better? Here are key lessons from years of running video campaigns.
How to think about brand exclusions for Performance Max
Thinking of excluding branded queries from your Performance Max campaigns? Here's when brand exclusions make sense and when they don't.
Why Facebook advertisers should test Performance Max
With more levers to ensure brand safety and profitable ad spend, it's a great time for DTC brands to test Performance Max. Here's how.
Why Performance Max for lead generation often fails and how to make it work
Getting Performance Max to work for lead generation programs without offline conversion data is very hard. Learn what you can do here.
How to avoid 7 mistakes that tank retail Performance Max campaigns
Learn how you can avoid repeating some serious mistakes that advertisers have made with their Performance Max campaigns.
How to make the most of Performance Max this holiday shopping season
Just starting your Google Ads holiday strategy? Don't get left behind. Here's how to boost your PMax campaigns to drive holiday sales.
Performance Max optimization: How to improve your performance
While there aren't many levers to manually optimize campaigns, your job is to guide the machines. Here's a breakdown of what to do.
How to maximize insights from Performance Max
Getting data and insights from Performance Max can be frustrating. Here are some tips and tricks that will help.
How to set up Performance Max campaigns the right way
Maximize your performance with Google Ads Performance Max. Here's everything you need to know to set up PMax for success.