A Google Ads reference, a Meta Ads reference, a ROAS target calculator, a scaling calculator, a playbook for restructuring a fragmented account, and tools for learning resets, budget pacing and data exclusions. Platform facts link to Google's and Meta's own help pages. Our own rules are labelled as Onward guidance.
Which bid strategy to use and when to move between them, six common Smart Bidding mistakes, budgets, learning and what Google changed.
Work out Target ROAS from your contribution margin. Enter your basket revenue and costs to get breakeven ROAS and a target range.
How far can a client scale? Start from contribution margin and breakeven CPA and ROAS, see where profit peaks as spend grows and the cash it takes to fund, then check it with a 2 to 3x spend test.
How to consolidate a fragmented account of 8–9 campaigns into fewer campaigns on portfolio bid strategies, one change at a time.
Each Meta bid strategy under its Ads Manager name: what it does, when to use it, what number to set, and how it compares with Google. Includes a starting goal calculator.
Pick a change and see whether Google and Meta say it resets learning, each answer linked to the platform's own help page. Includes a learning window estimator.
Why did a £100 budget spend £180? Google's 2x and 30.4x limits against Meta's 175% and 7x, with calculators for mid-month and mid-week budget changes.
Tracking broke? Put in when it started and when it was fixed, and get the exact window to exclude, moved back for your conversion delay, with Google's rules on when not to.