How to find out your cost per click in Google Ads
Where to see your actual cost per click, how to forecast it before launch, and what drives it up or down.
Igor Ivitskiy's Google Ads Blog
Google Ads bid strategies: why the target you typed is not a spending ceiling
Which bid strategy to run for your data volume, Google official conversion thresholds, and why actual CPA runs above target. Decision tree inside.
Target CPA: what number to set so the economics still work
How Target CPA works, when Google lets you switch it on, and how to calculate the number so a normal overshoot does not eat your profit.
Automated bid strategies in Google Ads: what decision you are handing over
What each automated strategy decides for you, Google official conversion thresholds, and what stays your responsibility after the switch.
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.
Google Search Ads
What are Google Search ads and how do they actually work? The core mechanics behind search advertising, plus a step-by-step setup process.
How to Set Up Google Display Network (GDN) Ads in Google Ads
Step-by-step Google Display Network (GDN) setup in Google Ads: targeting, bidding, and the placement hygiene that keeps GDN profitable in 2026.
How to Set Up Remarketing in Google Ads
A step-by-step guide to setting up remarketing in Google Ads, so you can win back visitors and convert them at a lower cost.
Google Shopping Campaigns in Google Ads
How Google Shopping campaigns work, how to set one up from your product feed, and how to manage bids, search terms, and audiences for more sales.
How to Audit a Google Ads Campaign: The Metrics That Actually Matter
A practical Google Ads audit framework: conversions, search terms, ad copy, assets, devices, and location, plus a 7-point checklist and where audits mislead you.
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.