The research, in plain English

The same fundamentals we use to score accounts - metrics, targets and channels - written without the jargon or the sales pitch.

Fundamentals · 7 min

The PPC metrics glossary: CPC, CTR, CPA, ROAS and the rest

Every paid-search metric that matters, defined plainly - and how they connect from a click to a profitable order.

Strategy · 6 min

Why the '4:1 ROAS' rule is a trap, how to set a target from your own margin, and what the benchmarks actually say.

Channels · 8 min

What PMax actually does, the controls you still have, and how to keep it from cannibalizing your brand search.