Budget & pacing
Should you set a monthly spending cap on Google Ads?
A daily budget does not stop the account overspending in a busy month. When a monthly spending cap makes sense, and how to set one properly.
The Ads Toolbox blog
Plain-English answers to the real problems the product's 17 daily checks solve — the same questions we get asked by the businesses we run Google Ads for.
Costs & benchmarks
What is a normal cost per enquiry on Google Ads?
What a normal cost per enquiry on Google Ads looks like, why it varies so much by industry and location, and how to judge…
Tracking & measurement
Is your Google Ads tracking broken? Here’s how to tell
Conversion tracking can break silently after a site update or a consent-tool change. The signs to look for, and how to confirm it still…
Google's automation
Why does Google keep changing my ads without asking?
Bid strategy changed, budget moved, a recommendation applied on its own? Why Google changes your ads without asking, and how to stay in control.
Search terms & keywords
How to block ‘free’ and ‘jobs’ searches on Google Ads
Two searches that quietly burn local-service budgets: anything with 'free' in it and anything about jobs. How to block them with negative keywords.
Budget & pacing
Why does my Google Ads budget run out at 3pm?
Campaigns stopping at 3pm means Google spent your daily budget early. Why it happens, and the three levers that actually fix it.