Guides

When a separate campaign is justified: a test using break-even ROAS, a worked example, brand and generic, countries and the limits of splitting.

Four retailer questions instead of the campaign interface: which demand, product, margin and evidence, and where to start in an existing account.

Why an account stops growing: a fixed diagnostic order from marginal ROAS through budget and demand to price, product range and a new channel.

What brand exclusions in Performance Max block and what they do not, how to measure the brand share for your current setup and why ROAS may fall.

Is PMax worth it for your shop? Two calculations with your own figures, the working threshold of 60 conversions and what to do below it instead.

How Performance Max works for an online shop, which inputs actually change its incentive, which are only hints, and what no report can tell you.

What AI Max for Shopping takes over in titles and landing pages, why German feeds are still excluded, and which stop criteria to test it with.

Why Merchant Center disapproves products for a price mismatch and how to check feed, server HTML, markup and variant in the right order.

How product data gets into your ads, what Google checks and what you have to check yourself, and which feed errors cost the most contribution margin.

What runs in the US, what is already possible in DACH, which campaigns are eligible and which baseline a shop should set before ads in AI answers launch.

How much brand revenue really has to be incremental, how to measure it with a regional test and how to take brand out of your ROAS reporting.

How to group search terms by intent and contribution margin, exclude unrelated intent straight away and derive the minimum data from your margin.

Since August 2026, budget-limited campaigns run at the target ROAS you set. How to reset the target and what that means for Black Week.

What Google's 15 and 50 conversions really mean, and how to work out the volume your account needs using basket spread and conversion delay.

How Smart Bidding works in a shop, which signals and strategies it uses, why return corrections arrive too late and which value belongs in the bid.

Test the discount against your own Black Week without one, derive target ROAS from margin, plan the price window, promotions and month-end budget.

How to derive your Google Ads budget from cost per click, conversion rate and the data you need, when it is too small and what to do then.

The status does not tell you whether more budget pays. How to estimate marginal return, read lost share and choose between budget and target.

Why an impressive overall ROAS often rests on your brand, and how to split it into brand, non-brand and an open remainder, with the calculation shown.

Which conversion is primary, which parameters are required, Tag Manager or plugin, and how to sign off tracking according to how mature your shop is.

Why GA4 and Google Ads show different revenue, which figure is fit for which purpose, and how to find tracking errors using click IDs stored in your shop.

The formula is simple, the inputs are not. How to account for VAT, returns, fees and shipping correctly, and what to decide based on the figure.

A 20% discount moves break-even ROAS and the extra volume you need a long way. With a calculation table, a full P&L and a check for pull-forward.

How to derive your maximum CAC from contribution margin and cash flow, with a worked example covering customer value, payback and capital tied up.

Meta creates demand, search captures it. What that means for minimum budget, campaign setup, test length and how a shop should judge results.

Why Meta reports more purchases than your shop, what view-through counts and how to check tracking, counting rules and real impact in three steps.

How to get from your shop's bottleneck to the right management model, what the service has to earn back, and which warning signs you can spot early.

What a Google Ads audit has to deliver: findings in euros, a clear order, a do-not-touch list. Plus where the score, duration and cost of an audit fit in.

Read, prepare, execute: three risk levels for AI in your ad account, with a damage formula, an approval check and an order in which to get started.

How Claude Code gets at Google Ads data, which API access it needs, what it is good for and why read-only access alone does not protect your budget.

Fees, VAT, shipping and returns shift the break-even ROAS in each country. With a worked calculation, an account rule and an order for new markets.

How a German shop switches feed, landing page and checkout to CHF, handles import charges cleanly and plans for the CHF 100,000 VAT threshold.

Why language and region are separate decisions, how to build per language, and when Romandy and Ticino really pay off in CHF.