Posts By: Kirti

Google’s AI Max enabled campaigns represent a significant shift in how we approach paid search advertising. By leveraging machine learning to automatically expand your reach and optimize performance, these campaigns can deliver impressive results—but only when properly configured and monitored.

If there’s one lever in Google Ads that quietly controls profitability, it’s negative keywords. For years, negative keywords were treated as a routine optimization step—something advertisers revisited while cleaning up search term reports. But in 2026, that role has fundamentally changed.

Back in 2023, we wrote an article about using ChatGPT to identify negative keywords. Cut to 2026, we thought that this topic needed to be revisited as a lot many changes have occured in the AI landscape that needs to be incorporated (if it is being put in practice and even if it is not,… Read more »

In the ever-evolving landscape of Google Ads, the Auction Insights report remains one of the most powerful yet underutilized tools for competitive intelligence. In 2025-2026, with the shift toward AI-driven campaigns like Performance Max and AI Max, understanding who is “eating your lunch” in the auction has become more complex—and more critical.

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.