Google Ads ad sample: examples that actually work
A strong ad mirrors the query and names a concrete result, price and condition.
Google Ads Insights
This section examines the parts of Google Ads where the obvious explanation is often the wrong one. The articles explore misleading optimisation scores, large differences in click cost, hidden waste in Demand Gen, the limits of negative keywords, remarketing that can harm rather than help, and the patterns behind effective ad examples. These topics matter because the platform presents tidy metrics and recommendations, while the underlying auction, placement mix and user intent are less tidy. Instead of repeating platform advice, I explain the mechanism, the diagnostic signal and the competing interpretation that should be checked before acting. The section also records professional milestones when they add context to the standards behind my work, not as a substitute for evidence. My aim is to sharpen your judgement around claims that sound persuasive in an advertising dashboard. After reading, you will be able to challenge surface-level explanations, ask better questions of an account and design a focused check before changing a campaign.
Remarketing Examples: When Retargeting Works and When It Hurts
Remarketing works on unfinished decisions, not past visits; attributed ROAS misleads, and 75% of Demand Gen spend over $1k ended paused or removed in our…
Igor Ivitskiy ranked #6 in the PPC Survey Top 50 of 2026
The PPC Survey ranked Igor Ivitskiy #6 in its 2026 Top 50, from votes of 1,306 PPC professionals plus ten scored factors. Full weights table, top ten and sources.
Your Google Ads Optimization Score Is Lying to You
One account scored 99.1% while wasting 18.7% of its budget. Across 31 accounts and $133M, Optimization Score barely tracked real efficiency. What to check instead.
Why Negative Keywords Will Not Cut Your Google Ads Waste
Across 31 accounts and $133M, the size of your negative keyword list had almost no relationship to how much budget you waste. Here is what actually controls it.
The 3x CPC Gap: Why the Same Google Ads Query Costs Wildly Different Amounts
On the same query, the weakest advertiser paid $2.95 per click while leaders paid under $1.11. Why CPC differs so much on identical demand, and what changed the economics.
The Campaign Graveyard: Where 75% of Demand Gen Budgets End Up
75% of Demand Gen spend sits in paused or removed campaigns, against 8.9% for Search. What that clutter signal means and how to test without the pile-up.