Field notes from a working PPC desk
We publish what we actually do, with the numbers attached. No recycled tips, no gated PDFs. Every piece below is written by the strategist who runs that part of the account and checked against the benchmark data we manage to daily.
Google Ads Benchmarks by Industry (2026)
The full 23-industry data set behind every account review: $5.42 average CPC, 8.18% conversion rate, sortable and sourced.
Dana Whitfield · Founder & Head of Paid SearchHow to Lower Your Cost Per Acquisition in Google Ads
The six levers that actually move CPA, in the order we pull them: negatives, match types, Quality Score, bidding targets, landing pages, and tracking.
Dana Whitfield · Founder & Head of Paid SearchIs Performance Max Worth It?
Google reports up to +27% conversions, but PMax hides query data. Where it earns its budget and where it quietly cannibalizes brand.
Marcus Elo · Senior PPC StrategistGoogle Ads vs Meta Ads
Intent versus discovery, click cost versus reach, and the case for running both. A practitioner comparison with a clear best-for verdict.
Marcus Elo · Senior PPC StrategistThe PPC Glossary
Every acronym a paid-search report throws at you, defined in plain language with the current numbers attached.
Dana Whitfield · Founder & Head of Paid SearchWant this analysis run on your account?
The free PPC audit applies the same benchmark thinking to your campaigns and hands you the findings, whether or not you hire us.