Every Mediovsky piece tagged Google Ads.
The paid media audit is sold on percentages, and chased to their sources most end at another agency blog. Here are six failures you can prove inside your own account in an afternoon, and the arithmetic that separates a finding from an assertion.
Two migration dates are circulating with the wrong campaign types attached. Google’s 7% and the independent 16% come from different verticals, baselines, and years, and the question worth testing is whether the added volume was ever new.
Teams running several European markets argue about splitting campaigns per country, and settle it with a number somebody half-remembers. Google publishes it as the sample you need to read a result, not the volume the algorithm needs, and that changes the decision.
Thirty conversions a month. Fifty events a week. Every consolidation argument in the industry rests on those numbers, and neither platform states them as structural requirements. Google says something quieter and more useful, and once you read what it actually says, the real cost of splitting a campaign turns out to be arithmetic you can do yourself.
In Shopping and Performance Max you cannot pick keywords, audiences, or placements in any way that sticks. What decides which auctions you enter is a text file: the title, the attributes, and the labels you put on each product. Here is how the matching actually works, and the one Google rule about AI-written titles that almost nobody has implemented.
Search themes, campaign-level negatives, brand exclusions, and channel reporting quietly turned Google’s most opaque campaign type into a controllable broad-match machine. The controls exist. Most accounts still don’t use them.
Google Ads scripts still earn their keep in 2026 doing deterministic, boring work: budget alerts, zero-conversion flagging, out-of-stock pausing. AI can now draft them from a sentence. The judgment about the rules is still yours, and that’s the whole point.
