Three connected docs, a live calculator, and a working playbook for restructuring a fragmented account. Built on Google's own documentation, the Croud UK Q2 2024 playbook, Savvy Revenue (Andrew Lolk) and the practitioner positions of Brainlabs, Tinuiti, Optmyzr and Smarter Ecommerce.
The main reference. Decision tree, every strategy explained, the 6 Smart Bidding mistakes (Savvy Revenue), advanced levers, 2026 updates.
How to set tROAS targets from real contribution margin. Includes an interactive calculator — type your margins, get your targets.
Working backwards from a fragmented account: how to consolidate 8–9 campaigns into 2–3 portfolio bid strategies without breaking learning periods.