Search advertising
Google Ads Insights
Campaign structure, quality score, bid management and sector-specific advertising tactics for anyone running a Google Ads account. These articles rest on the experience of the accounts we manage as a Google Partner agency.
16 articlesLatest article: August 11, 2026Page 1 of 2
- Campaign setup, quality score and bidding strategies
- Advertising tactics for hotels, restaurants and specific sectors
- Guides to the basics: how SEM, PPC and SEO relate to each other
Ready to advertise. These articles are for people running their own account. If you would rather leave the campaign to a Google Partner agency, our Google Ads page shows how we work.
Advertise on Google Ads
How Much Does Google Ads Cost Per Month?
What Google Ads costs a month, worked through with real click prices from twelve US sectors, plus a calculator for your own keywords.
Our HTML5 Google Ads Creator Is Live
We built an HTML5 display ad creator for our own campaigns, liked how it turned out, and published it free. English version included, now at v1.3.
Using Striking Phrases Effectively in Your Copy
Know the audience, use the agree-promise-preview method, reach for the imperative and keep it short. Where to put the lines, and what they do for SEO.
What Is PPC?
Pay per click explained plainly: what it measures, how to target it, how to keep the cost down, and the mistake that cost me the project of my life.
5 Pro Tips for Effective Restaurant Ads on Google Ads
Account setup, geo targeting, profitable keywords, ad scheduling and extensions: how to bring your cost per click down and fill more tables.
7 Marketing Tips for Hotels and Vacation Rentals
Seven marketing moves that work for a hotel or a vacation rental, written out of the tourism advertising I have run since 2005.
What Is Google Hotel Ads?
How Google Hotel Ads works, who can sign up, where travelers see it, the five setup steps and the ranking factors that decide your position.
How Do You Open Your Company to the German Market?
Eighty-three million people and a quarter of the EU's GDP. Seven steps into the DACH region, from market analysis to native speakers and the law.
What Is the Google Ads Quality Score?
What feeds the score out of 10, what a good band looks like, and the four things an SEO specialist watches to move it: speed, E-A-T, bounce and engagement.
What Is SEM?
SEM is the paid side of search: how it differs from SEO, where the ads sit on the results page, and the ten things it actually buys you.
What Are the Differences Between SEO and SEM?
Earned traffic against paid traffic, cost, speed and how long the visibility lasts, set out side by side in a table.
What Is Cost Per Click (CPC)?
Max, average, actual and manual CPC explained, plus how ad rank and Quality Score decide what you really pay for each click on your ad.
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