Ecomm Knight @eCommKnight
⚔️ $100M+ Generated in eCommerce Sales 🛡️ Helping brands escape the 'unprofitable' pits. 🦇 The Hero your P&L deserves. nexapmg.com United States Joined December 2025-
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Landing page testing gets ignored in Google Ads because the platform makes it so easy to test ad copy instead. Ad copy tests get you incremental gains. Landing page tests get you step changes. Most advertisers spend their testing budget on the wrong half of the funnel.
We launched a client’s first PMax campaign without excluding their own brand terms from the asset group. It cannibalised their cheapest branded traffic and made the campaign look brilliant for entirely the wrong reason. Brand exclusions are step one now, not a nice-to-have.
Lowering your target ROAS sometimes increases your actual ROAS. Tighter targets force the algorithm into fewer, narrower auctions. Loosen the constraint and it can find efficient volume it was previously locked out of. Counterintuitive, but we’ve watched it happen repeatedly.
What’s a Google Ads metric you stopped looking at, and don’t miss? For us: average position. We haven’t checked it in years and nothing has gotten worse.
First-party data is becoming the actual battleground in paid search, not creative, not bidding. The advertisers building customer lists, enhanced conversions, and offline conversion imports properly are the ones smart bidding will reward over the next two years.
Match types aren’t a "set and forget" decision either. Run phrase and exact in parallel with a tightly managed broad campaign feeding new search terms upward. Most accounts run one match type strategy for years without revisiting why.
Cost per click going up isn’t automatically a problem. If conversion rate rises faster than CPC, your cost per acquisition can fall while CPC climbs. Watch the ratio, not the headline number.
‘Can we just turn on Performance Max?’ Sure. Right after we sort the feed, the tracking, the negative keyword exclusions, and decide what "good" actually looks like for this account. PMax punishes accounts that skip the boring setup work.
We used to chase ROAS targets without asking what margin sat behind them. A 4x ROAS on a 15% margin product loses money. A 2x ROAS on a 60% margin product prints it. We ask about margin in the first onboarding call now, every time.
Search term transparency keeps shrinking. Advertisers who built their entire optimisation process around granular search term data are now optimising half-blind. Build reporting that doesn’t depend on visibility Google might remove next quarter.
Everyone wants a "Google Ads expert." What actually moves accounts is someone who understands the product, the customer, and the business model first, and treats the platform as the last piece, not the first.
Asset group performance in PMax is hiding in plain sight. Most advertisers check overall campaign performance and stop there. Break it down by asset group and you’ll usually find one theme carrying the entire campaign while the rest quietly burns spend.
What’s the most expensive Google Ads mistake you’ve watched a brand make? For us: letting an agency run broad match with no negative list for six months on a $40k/month budget. We still think about that invoice.
Asset group performance in PMax is hiding in plain sight. Most advertisers check overall campaign performance and stop there. Break it down by asset group and you’ll usually find one theme carrying the entire campaign while the rest quietly burns spend.
If your branded search is converting at 10% and your non-brand sits at 1.5%, your Google Ads account isn’t underperforming. Your brand awareness is. Fix demand generation before you touch another bid.
The shift toward automation hasn’t reduced the need for strategists. It’s relocated where the strategy happens. You’re no longer choosing keywords and bids. You’re choosing inputs, structure, and what the algorithm is allowed to optimise toward. That’s a different skill, not a smaller one.
A client once asked us to pause Display because it "wasn’t converting." It was assisting 30% of search conversions through view-through paths nobody had checked. We don’t make changes based on last-click data alone anymore. It tells half a story and presents it as the whole thing.
Account audit week is humbling. Find a campaign running on a bid strategy nobody remembers choosing. Find a conversion action duplicated three times. Find an ad group with one keyword and forty search terms it shouldn’t be triggering for. Every single time.
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