SEM
Who Audits the Verdict the Machine Produced?
My own Google Ads engine compared a bid step against the wrong window. Google's auto-apply rewrote a target CPA before dawn. Both had a rationale. Neither had evidence.
6 min read
SEM
4 posts
SEM
Google Keeps Closing the Manual Levers. What's Left of the Agency's Job?
Language targeting is going away too. As the control levers close, what actually gains value? Four real cases: measurement accuracy, causal discipline, and keeping ads aligned with business reality.
10 min read
SEM
40% of the Budget Went to the Wrong Searches: Hunting Leaks with the Search Terms Report
A psychiatry practice's Google Ads account was paying ₺1,142 per appointment request. The search terms report showed 40% of the budget flowing into two classes of searches that never converted. After cleanup and restructuring, the cost dropped to ₺148 — a step-by-step account of how.
5 min read
SEM
Half of Our Record Day Was Bots: How I Caught Fake Clicks in Google Ads
Half of the Display campaign's conversions were not human. How I caught and cut fake clicks with GA4 minute-level forensics, a placement blacklist and session-age gated conversions.
9 min read