Insights, strategies, and guides on paid search from the Ad Leverage team.
Compare the strengths of display and social retargeting across reach, attention, creative depth, and conversion support.
Compare the jobs each Google channel should do and how to split budget based on intent, control, lead quality, and incrementality.
Compare intent, CPCs, audience makeup, and scalability across Google and Microsoft Ads for service-led businesses.
Show how LSAs should complement paid search, map visibility, and directories rather than replace them outright. Focus on intent, placement, and lead...
Show how to structure campaigns, negatives, audience targeting, and imports so Bing adds qualified volume instead of mirrored waste.
Walk through the drivers of LSA profitability, from service area setup and business hours to dispute workflows and revenue tracking.
Explain how to judge incrementality using search trends, branded demand, CRM outcomes, and channel comparisons rather than platform-reported...
Explain how to structure campaigns by service line, location, and funnel intent so paid search drives qualified leads instead of muddy data....
Explain how to segment by product economics, margins, and query intent so Shopping campaigns drive profitable growth instead of top-line volume alone.
Explain how to repurpose TV, brand videos, and social clips into YouTube-ready ad assets with stronger hooks, pacing, and CTAs.
Explain where Bing/Microsoft Ads still offers efficient volume, how audience behavior differs from Google, and what makes the channel worth testing...
Compare where standalone Shopping offers control and where PMax offers scale so ecommerce teams can allocate budget intelligently.
Cover weak conversion actions, bad asset groups, no brand guardrails, and poor reporting habits that make PMax harder to trust.
Reframe display as a supporting channel for remarketing, nurture, and awareness instead of cheap impressions. Show where it fits alongside search,...
Clarify when PMax should be layered onto a mature search account, what prerequisites matter, and when it is the wrong next move.
Help advertisers understand when YouTube can create demand and support sales-ready search behavior. Focus on budget, creative, audience, and...
Challenge CPL as the primary KPI. Show why booked jobs, close rate, average ticket, and speed to lead are better decision inputs for operators.
Explain how stale audiences, weak sequencing, and poor creative waste remarketing budgets, and what a smarter setup looks like.
Show how titles, attributes, GTINs, categories, and images influence query matching and Shopping performance. Tie feed hygiene to media efficiency.
Explain how response speed, review quality, profile accuracy, and lead feedback loops influence booked-job efficiency in LSAs.
Compare placement context, targeting, attention, and measurement across YouTube, OTT, and social video channels.