The Vazante blog
Google Ads
Google Ads not loading: what to test
Why Google Ads will not load, in order of frequency: extension, cache, wrong account, removed permission and an actual platform outage.
Google AdsHow to analyze a Google Ads campaign
The reading order that finds a Google Ads campaign's problem: from conversion to search term, not from impressions down, with what to do at each stop.
Google AdsHow much does Google Ads cost
How Google Ads pricing works: how the auction sets it, how much to start with, what pushes cost up, and the calculation that defines your real ceiling.
Google AdsGoogle Ads Quality Score: what actually moves the number
What Quality Score is made of, why it isn't a performance grade, which of its three components you can work on, and when to ignore it.
Google AdsGoogle Ads search terms: the report that gives budget back
How to read the search terms report, which negatives to add first, how often to review it, and what to do with the terms that are actually worth keeping.
Google AdsTarget ROAS in Google Ads: picking a number that doesn't stall the account
What the Target ROAS strategy actually does, how to choose the starting value, why a target that's too high kills volume, and when another strategy fits better.
Google AdsGoogle Ads CPC too high: six causes and what to check for each
Google Ads CPC too high? Six causes, from term competition and quality score to broad match and uncapped bidding, with the sign in the report and the fix.
Google AdsMeta and Google Ads dashboard: the honest way to compare CPL
A Meta and Google Ads dashboard only works if you know which numbers compare. Attribution windows, conversion counting, and the mistakes that make it lie.