Ask Junaid: Should a Small Business Run Performance Max or Stick to Search?
A reader asks whether a small business with a limited budget should switch to Performance Max. Here's how I decide, after running…
Junaid Tariq· · 3 min read
// platform hub
Google Ads: News, Updates, Tips & Audits
Google Ads news, changes to Performance Max, AI Max and bidding, practical tips to stop wasted spend, account audit checklists and the full history of how Google Ads evolved.
// latest
Latest Google Ads news, tips & guides
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Declined cards, surprise tax deductions and confusing invoices are common for Pakistani advertisers. Here's how ad billing works, what changed with the…
Junaid Tariq· · 3 min readConsent Mode v2 Explained for Advertisers
Consent Mode v2 decides whether Google Ads and GA4 can use data from visitors who decline cookies. Here's what it is, who…
Junaid Tariq· · 2 min read10 Google Ads Mistakes Wasting Your Budget
Most Google Ads accounts we audit leak budget in the same ten places. Here's how to spot each one and fix it…
Junaid Tariq· · 2 min readPerformance Max Tips: How to Get Control Back in 2026
Performance Max used to be a black box. In 2025 Google added negative keywords, brand exclusions and channel reporting. Here's how to…
Junaid Tariq· · 2 min readHow to Set Up Enhanced Conversions in Google Ads
Enhanced conversions recover conversions lost to cookie restrictions by sending hashed customer data to Google. Here's how to set them up for…
Junaid Tariq· · 2 min readHow to Read the Search Terms Report and Add Negative Keywords
The search terms report shows exactly what people typed before clicking your ads. Here's how to read it, find waste and add…
Junaid Tariq· · 2 min readAI Max for Search Explained: Should You Turn It On?
AI Max for Search adds AI-powered query matching, ad text customisation and URL expansion to your Search campaigns. Here's how it works,…
Junaid Tariq· · 2 min read// update history
Full timeline →Recent Google Ads updates
- Creative AIGoogle Asset Studio (2025)
AI image and video creation tool inside Google Ads.
- AutomationGoogle AI Max for Search & the ‘Power Pack’ (2025)
AI Max adds search-term matching, text customisation and URL expansion to Search campaigns. Power Pack = PMax + Demand Gen + AI Max.
- Controls & reportingGoogle PMax Negative Keywords & Channel Reporting (2025)
Campaign-level negative keywords, brand exclusions and channel performance reporting added to Performance Max.
- PrivacyGoogle Consent Mode v2 Required (EEA) (2024)
Advertisers targeting the EEA must pass user consent signals to keep personalised ads and remarketing.
- MeasurementGoogle GA4 Replaces Universal Analytics (2023)
Universal Analytics stopped processing data; GA4 became the default for conversion imports.
- Campaign typeGoogle Demand Gen Replaces Discovery Ads (2023)
Discovery campaigns migrated to Demand Gen (YouTube, Discover, Gmail).
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All 20 terms →Google Ads jargon, explained
Where to start
- Running ads already? Use the Google Ads account audit and check the most common mistakes wasting budget.
- Using Performance Max? Read PMax tips and the PMax audit.
- Small budget? Read Performance Max or Search for a small business.
- Tracking unsure? Start with enhanced conversions and the tracking audit.
What we cover
Google Ads has shifted from manual keyword and bid control to AI-driven campaigns: Smart Bidding, broad match, Performance Max and AI Max for Search. These tools work well with accurate conversion data and good inputs, and waste money without them. We explain product changes as they launch and focus on the practical checks that protect your budget.
Frequently asked questions
How much should a small business spend on Google Ads?
Enough for each campaign to collect meaningful data, which depends on your cost per click and conversion rate. Start with a budget you can sustain for at least a few weeks, measure cost per lead or sale, and scale what's profitable.