Posts By: Kirti

In a recent PPCChat discussion, PPC professionals unpacked how ROAS is defined, misunderstood, over-simplified — and sometimes weaponized. From platform-reported numbers vs. real business revenue, to unrealistic targets that throttle campaigns, to the eternal ROAS vs. ROI confusion, it turns out this “simple” metric carries a lot of baggage.

For the past two decades, PPC advertisers have built entire strategies around three fundamental tools: broad match, phrase match, and exact match. We’ve debated their merits, crafted intricate structures, and spent countless hours deciding which match type deserves our budget. AI Max has fundamentally changed this relationship. Not by explicitly removing match types, but by… Read more »

Managing Google Ads campaigns can be overwhelming. Between creating compelling ad copy, organizing thousands of keywords, analyzing performance data, and maintaining account hygiene, advertisers often find themselves buried in spreadsheets and repetitive tasks.