Google Ads Account Structure: A Practical Framework
Design a Google Ads account structure around business goals, product lines, budgets, and regions, with a practical checklist for marketing teams.
Read insightClear thinking for the weekly work.
Practical methods for brands and marketing teams. Decisions, tradeoffs, and checks you can put to work in the account.
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Our editorial policySearch Terms Report Review: A Weekly Workflow
Build a weekly search terms report review with query categories, careful negative keyword decisions, a change log, and a repeatable team checklist.
Read insightConversion Tracking Audit: A Practical Checklist
Run a conversion tracking audit that connects business definitions, Google Ads settings, tag checks, and CRM imports to a clear repair plan.
Read insightGoogle Ads Access Levels: Roles and Agency Handoffs
Choose Google Ads access levels for your team, link an agency through a manager account, and plan client ownership, access reviews, and handoffs.
Read insightAd Creative Testing Framework: From Hypothesis to Brief
Build an ad creative testing framework with a clear hypothesis, one test variable, decision criteria, and a practical brief for the creative team.
Read insightPaid Media Reporting: Turn Findings into Decisions
Make paid media reporting useful with audience-specific views, clear metric definitions, data context, and actions with owners and review dates.
Read insightIncrementality Testing: A Practical Planning Guide
Plan incrementality testing with clear holdouts, geographic comparisons, outcome definitions, and decision rules for uncertain results.
Read insightGoogle Ads Change History: A Weekly Review Workflow
Use Google Ads Change history to investigate performance shifts, connect platform edits with team decisions, and document approvals and rollbacks.
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