Conversion calculator: how to work out whether your ads break even
Calculate two CPA ceilings from your CR1, CR2, and margin: target profit and break-even; example $324 vs $810, and 61% of lost IS comes from Ad Rank, not…
Igor Ivitskiy's Google Ads Blog
Google Ads ad sample: examples that actually work
A strong ad mirrors the query and names a concrete result, price and condition.
Target audience in advertising: how to set it and not waste your budget
In Search, the query defines 90% of the audience; demographics and lists are only filters.
Google Ads Account Structure: Campaigns, Ad Groups, and Why You Need a Manager
Structure must separate different economics without starving learning: the median account put 89.7% of spend on one bidding strategy.
AdWords or Google Ads: what changed and why people still search for the old name
AdWords became Google Ads, but the real change is automation: exact match broadened, Smart Bidding replaced manual control, and only 34% of target CPA…
PPC Advertising: What It Is and How Much It Costs in the US
PPC cost is not the agency fee or CPC, but the cost of a qualified lead after account errors.
Google Ads: The Complete 2026 Guide for Business
In large Google Ads accounts, median impression share lost to Ad Rank was 61% versus about 0% to budget.
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…
More Stages: Where Else Igor Ivitskiy Has Spoken
This page gathers Igor Ivitskiy’s other public appearances from Kyiv in 2021 to announced engagements in 2027. The record crosses education, business,
Board Club City Tour: Igor Ivitskiy Speaking Across Europe and the US
Igor Ivitskiy has been a recurring guest speaker at Board, a private business club for entrepreneurs, with appearances across the United States and
The AI Era in Marketing and Business: Igor Ivitskiy at London Business Club 2025
At London Business Club, Igor Ivitskiy described how a year of experimentation changed his view of AI from a novelty into a practical layer for
The AI Era in Advertising and Marketing: Igor Ivitskiy at Board London 2025
At Board London, Igor Ivitskiy argued that AI does not create business judgement on its own: it amplifies the context, standards and feedback a company