Basics and account structure

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.

A minimum order value formula shows whether Google Ads can work for your shop, and how a capped test settles the question when the answer is still open.