#google-ads

3 notes tagged “google-ads”.

• Meta bid strategy — minimum ROAS vs cost per result goal vs lowest costCTC's analysis of ~$1.5B Meta spend across ~320 accounts (Mar–Jun 2026) found minimum ROAS lands within a few percent of its target at portfolio level while the cost-per-result goal hit target less than half the time (on Google tROAS 1.3× target, tCPA 0.8×); why value bidding gives the algorithm more room, how CTC sets the target from margin and incrementality, budget liquidity, and the low-volume counter-advice to avoid manual bids.
• Scaling ad spend past a plateau — testing budget, awareness levels and bridge pagesHormozi's advice when more spend stops bringing quality leads — treat profit as an experimentation budget (e.g. burn $200–300K on keywords to find ones that 5x the business), and move up Schwartz's awareness levels with broader keywords sent to an advertorial bridge page before the sales page.
• Signal engineering — auditing and shaping the conversion events ad platforms optimise onFirst check what conversion data actually reaches Meta/Google (duplicates, wrong optimisation event), keep "what the platform needs" separate from "what the business wants", and engineer enough purchase events (e.g. ~20/day per campaign in gaming) for campaigns to exit learning.