Nick Grant
Why Your Google Ads AI Bids Against Itself on Brand
PMax, Broad Match, and AI Max all chase your brand queries, quietly inflating CPCs. The fix is structural: give one campaign full ownership ...
Proving How Brand Awareness Lowers Your Google Ads Acquisition Costs
Brand awareness directly lowers your Google Ads acquisition costs by improving CTR and conversion rates. Learn how to prove it with blended ...
Bidding on Offline CRM Stages Instead of Unqualified B2B Leads
Smart Bidding optimizes toward cheap form fills — it can't see your CRM. Feed pipeline stages back into Google Ads and bid on real revenue ...
Restructuring Google Shopping Feeds to Bid Strictly on Gross Margin
Google Shopping bids on revenue, not profit. It scales your low-margin products. Add COGS to your feed and restructure campaigns by margin ...
Adjusting Revenue Forecasts for Zero-Click Generative Search
AI Overviews answer queries before users click, making demand look like it's declining when it isn't. Rebuild forecasts with view-through ...
Unifying Google Search and Shopping Ads for Maximum Portfolio ROI
Branded Search and Shopping bid against each other, inflating your CPCs. Unify them with synergistic bidding to dominate the SERP for less.
Turning Defensive Ad Spend into Offensive Growth Capital
Your branded search plays defense 24/7, trapping capital that could fund growth. Reclaim it and ring-fence it as a self-funding growth ...
How to Turn Ad Spend Inefficiency into Unlocked Growth Capital
Stop banking your branded search savings. Ring-fence reclaimed capital and redeploy it as a self-funding growth budget for non-brand and ...
The LTV Standard for Branded Search Defense in Google Ads
Stop defending your brand on CPA. Switch to LTV-based ROAS to outbid competitors for high-value customers and reclaim peacetime spend for ...
Mastering Brand Defense in the Zero Click SERP
Knowledge Panels and PAA push your organic listing below the fold. Treat paid branded search as Visibility Assurance — and price it by SERP ...
The Competitive Conquesting Playbook for Search and Shopping
Conquesting fails when funded by net-new budget. Fund it with reclaimed branded waste and target intent, not just competitor names.
The Hidden Financial Risks of AI Max for Branded Search
AI Max can't tell peacetime from wartime on your brand queries, so it overpays defensively in both. Govern automation with a real-time ...