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Are You Doing Performance Max Wrong? 5 Fixes That Work

Marketer analyzing a digital advertising dashboard

Google Performance Max was built to simplify scale. Instead of managing separate campaigns across channels like Search, Display, and YouTube, advertisers set a goal and let AI determine where ads appear and how budgets are allocated. For marketers focused on measurable outcomes like leads and revenue, that automation can feel like a breakthrough. But in […]

2026 PPC Audit Checklist: How to Evaluate Google Ads and Bing Campaigns in the AI Era

Marketer reviewing PPC audit data on a laptop

The PPC audit you needed two years ago isn’t the one that drives performance today. AI has fundamentally changed the way Google Ads works. With the rise of Performance Max and AI-powered Search campaigns (what many refer to as “AI Max”), the traditional keyword-based playbook has evolved into something more algorithmic, more complex, and more […]

2026 Google Ads Budget Calculator: What Should You Spend?

Rising search ad costs and answering how much should I spend on Google Ads

Paid search spending shows no signs of cooling in the new year. Digital ad revenues climbed at a double-digit pace for the 16th straight year in 2025. In Q4 alone, Google search ad spending jumped 13% year over year, with click growth reaching its strongest level since early 2021. The takeaway is clear: paid search […]

Bullseye Buzz: Instagram Shop and Pinned Comments, Google Swirl Ads

Bullseye Buzz: Instagram Shop and Pinned Comments, Google Swirl Ads

By Mark Eting Bullseye Strategy Special Correspondent There are few things more refreshing in the heat of summer than an ice-cream cone. So we have a real digital marketing treat available for you this week, with a double-scoop of Instagram news, and a “swirl” of Google news on top. So grab a few napkins and […]

Bullseye Digital Marketing Updates: Date to the Polls & More

By Mark Eting Bullseye Strategy Special Correspondent What are digital marketing agencies buzzing about this week? At Bullseye Strategy, the following three stories have overtaken our water cooler talk. Giddy About Google’s New Click-to-Message Ads Particularly for our clients with a brick-and-mortar presence, we’re excited about a new development from Google Ads that will make […]