Nick Grant
How to Keep Negatives Ahead of Google Broad Match Drift
Build a scalable Google Ads negative keyword pipeline with n-gram analysis to reduce wasted spend, target unwanted intent, and protect ...
Why Shared Budgets Hide Failures Across Google Ads Campaigns
Learn how Google Ads shared budgets allocate spend, spot campaign starvation, and decide when to split budgets for better control over ...
Which Google Ads Metrics Belong on Executive vs Operator Views
Executive and operator Google Ads views need different metrics. See which KPIs belong on each, plus the KPI glossary and escalation rules ...
Why Brand and Non-Brand Need Different Google Ads Targets
Learn when to separate brand and non-brand Google Ads targets, set tROAS or tCPA by intent, and evaluate performance using blended ROAS.
How Geo Splits Show Where Brand Budgets Get Wasted
National brand ROAS can hide overspending in quiet markets and weak defense in contested ones. Learn how geo splits reveal where brand ...
How to Audit Brand Search in Agency-Managed Accounts
Strong Brand ROAS with rising CAC isn't a reason to cut or defend spend. Audit search terms, match types, and leakage before testing ...
How to Defend Brand When Resellers Bid on Your Name
Resellers bidding on your brand isn't automatically a policy violation. Learn to classify each bidder and decide when to monitor, ...
How to Get Your Brand Cited in AI Search Answers
AI Overviews cite brands that are easy to retrieve, not just market leaders. Learn how to structure pages so AI search actually quotes ...
Why Your Brand Ad Spend Should Follow Contribution Margin
ROAS hides whether brand search is profitable. Learn to bid brand defense on contribution margin and govern spend with POAS instead of ...
How to Forecast Brand Search Spend Using Demand Baselines
Stop forecasting brand search budgets from last year's spend. Model branded demand, impression share, CTR, and CPC to build a defensible ...
How to Build a Brand Defense Monitoring System
Monthly reporting lets brand waste compound. Learn to build a monitoring dashboard with CPC, impression share, and Auction Insights ...
How to Spot Brand Coverage That Isn't Actually Defending
Not all brand clicks need defending. Learn 3 signals, competitor presence, geo pressure, and SERP alternatives, to tell defense from ...