News

Understanding Google Ads Attribution and How It Works
|Alejandro Morales De Biase
Attribution in Google Ads is the process of determining how credit for conversions (sales, leads, sign-ups) is assigned across different ads, keywords, and campaigns. It answers the question: Which ad interaction influenced the customer the most? In a customer journey, people rarely convert after a single click. They might click on multiple ads, search for your brand several times, or interact across different channels before making a purchase. Attribution helps advertisers understand which touchpoints deserve credit, so budgets and strategies can be adjusted accordingly. Types of Attribution Models in Google... Read more...
Why Google Display Ads Still Matter: Cheap Clicks, Awareness, and Remarketing
|Alejandro Morales De Biase
When most people think of Google Ads, they immediately think of search campaigns — those text ads that show up at the top of Google results. But there’s another side of the platform that’s often overlooked: Google Display Ads. The Display Network reaches over 90% of internet users worldwide, showing ads across millions of websites, YouTube, Gmail, and even apps. And the truth is — Display Ads still matter, especially for cheap clicks, awareness, and remarketing. Let’s break down why you shouldn’t ignore them.  Cheap Clicks That Build Awareness Search... Read more...
CPA vs ROAS: Which One Should You Use in Google Ads?
|Alejandro Morales De Biase
If you’ve spent any time running Google Ads, you’ve probably heard two important metrics tossed around: CPA and ROAS. Both are ways to measure performance. Both are used in bidding strategies. And both can be confusing when you’re just starting out. So which one should you use for your campaigns? Let’s break it down. What Is CPA? (Cost Per Acquisition) CPA (Cost Per Acquisition) tells you how much it costs, on average, to get one conversion. Example: If you spend $500 on ads and get 10 conversions, your CPA is... Read more...
AI Search & Performance Max: How Google’s AI Campaigns Are Changing PPC
|Alejandro Morales De Biase
AI Search & Performance Max: How Google’s AI Campaigns Are Changing PPC The world of Google Ads is evolving fast. For years, advertisers managed every keyword, every bid, and every audience manually. But today, Google is pushing AI-powered campaigns like AI Search (Search Max) and Performance Max (P-Max). These campaigns promise automation, but they also require a new way of thinking. Let’s break down what’s happening and what you need to know.  What Is AI Search (Search Max)? AI Search (sometimes called Search Max) is Google’s latest evolution of search... Read more...
What Is Google Ads? A Beginner-Friendly Introduction
|Alejandro Morales De Biase
If you’ve ever searched for something on Google and noticed the results at the very top marked with the word “Ad”, you’ve already seen Google Ads in action. Google Ads is one of the most powerful advertising platforms in the world, used by businesses of every size — from local shops to global brands. But what exactly is it, and how does it work? Let’s break it down in a simple way. What Is Google Ads? Google Ads is an online advertising platform created by Google that allows businesses to... Read more...
Google Ads Attribution Models Explained: Which One Should You Use?
|Alejandro Morales De Biase
Introduction When you run campaigns in Google Ads, you’ll notice that not all conversions are counted the same way. That’s because Google uses attribution models — the rules that decide which ad click gets credit for a conversion. Choosing the right attribution model is crucial for understanding what’s really driving results and making smarter budget decisions. In this guide, we’ll break down the different attribution models in Google Ads, explain their pros and cons, and help you decide which one is right for your business. What Is Attribution in Google... Read more...
How to Properly Create a Conversion Tag for Leads in Shopify
|Alejandro Morales De Biase
When running lead generation campaigns on Shopify, tracking conversions correctly is essential for measuring results and letting Google Ads optimize effectively. Below is a step-by-step guide to creating a lead conversion tag in Google Ads and deploying it through Google Tag Manager (GTM). 1. Create the Conversion in Google Ads Log in to your Google Ads account. In the top menu, click Tools & Settings > Conversions. Click + New Conversion Action. Choose Website as the source. Select Lead as the category. Enter a name, e.g., Shopify Lead Form Submission.... Read more...
How to Change Ad Schedule in Google Ads (Step-by-Step Guide)
|Alejandro Morales De Biase
When running Google Ads, timing is everything. Even the best ads won’t perform well if they’re shown at the wrong time. That’s where ad scheduling (also known as dayparting) comes in. In this guide, you’ll learn exactly how to change your ad schedule in Google Ads, why it matters, and how to optimize it for better results. What Is Ad Scheduling in Google Ads? Ad scheduling allows you to choose specific days and times when your ads should appear. Instead of wasting budget showing ads 24/7, you can focus on the... Read more...
How to Start Google Ads for Beginners: Step-by-Step Guide
|Alejandro Morales De Biase
Google Ads can feel overwhelming at first — so many buttons, settings, and terms you’ve never seen before. But here’s the truth: if you take it step by step, anyone can set up their first campaign and start driving results. In this guide, I’ll walk you through exactly how beginners can launch their first Google Ads campaign the right way. 1. What Is Google Ads? Google Ads is Google’s advertising platform that lets your business appear at the top of search results when people look for your products or services.... Read more...
How to Lower Your Google Ads CPC Without Losing Conversions
|Alejandro Morales De Biase
Running Google Ads can feel like a balancing act — you want clicks, but you don’t want to overpay for them. The good news? You can lower your CPC (Cost Per Click) without hurting your conversions. In fact, with the right approach, you can even get more conversions for less. Read more...
Maximizing ROI with Negative Keywords in Google Ads – How to Cut Wasted Spend by Filtering Out Irrelevant Searches
|Alejandro Morales De Biase
When you’re running Google Ads, every click costs money — so if those clicks are from people who were never going to buy from you in the first place, you’re basically paying for nothing. That’s where negative keywords become your best friend. They’re not about limiting your reach — they’re about protecting your budget and making sure your ads are shown only to the people who are most likely to take action. A Real Example from My Q Link Wireless Days Back when I was managing campaigns for Q Link... Read more...
Search Campaign vs. Performance Max: Which Should You Use?
|Alejandro Morales De Biase
If you’ve been running (or thinking about running) Google Ads, you’ve probably come across two popular campaign types: Search Campaigns and Performance Max. Both can get you results — but they work in completely different ways. Pick the wrong one, and you could waste a lot of money. Pick the right one, and you could have a steady flow of leads or sales. Let’s break it down without all the tech jargon. What’s a Search Campaign? Think of a Search Campaign like fishing with a rod and bait — you... Read more...