Guides
The manuals we work from, published
These guides are the written versions of routines we run on client accounts: the numbers come from the same fact base as our reports, and each one is bylined by the person who does that work. Use them in-house; that is the point of publishing them.
Self-audit
How to audit your own Google Ads account
The six sections we check in every account, what each failure costs, and the euro logic for sequencing fixes. The self-serve version of our 90-point audit.
Jorren Vandermeer · Dec 2025 · updated Aug 2026
Measurement
Consent Mode v2: the EEA setup guide
The two v2 signals, the enforcement dates that already passed, five setup steps, and the three checks that prove the install is real.
Femke de Ruiter · Oct 2025 · updated Jul 2026
Campaign types
Is Performance Max worth it for B2B?
When PMax earns a budget, when it cannibalizes search, how AI Max moved the line in 2026, and the capped four-week test protocol.
Jorren Vandermeer · May 2026 · updated Aug 2026
Search hygiene
Negative keywords for B2B: a working system
The four waste species, themed shared lists, the weekly cadence, and the match-type traps. The discipline behind a median 21% waste finding.
Ines Beltrán · Jan 2026 · updated Jul 2026