Seznam, Heureka & Co.: the Czech advertising platforms beyond Google
Launching in the Czech Republic? Google is only part of the picture. A local PPC specialist’s guide to Seznam, Heureka, price comparison sites and travel portals.
Optimizing for margin with Shoptet: how to get product margin into PMax (part 1)
PMax splits budget by revenue, not margin. Part 1: how to get product margin from Shoptet via Google Sheets and Mergado into your feed and custom_label.
Revenue forecasting and MMM. Things I couldn’t pull off as a PPC specialist before.
Problem: Twice a year, a client asks me two questions I haven’t been able to answer properly for a long time. “How much will we make next quarter?” and “Where should I put more budget to get the best return?” The honest answer used to be: “Based on my gut feeling and the ROAS in…
Can an e-shop owner run PPC with AI? Yes. And that’s exactly where the trouble starts.
Yes, an e-shop owner can run PPC with AI. But free ChatGPT is not enough and AI does not know strategy or question your brief. Three risks before you start.
How to Evaluate PPC Campaigns When You’re Losing 40% of Your Data
Problem: You’re looking at your ROAS in Google Ads, it’s showing 8:1, and you’re looking pretty pleased with yourself. But that dashboard is lying to you twice over today—it missed some conversions entirely (cookie banners, Safari, GTM blocking), and the ones it did track are likely being claimed by someone else too (Sklik, Meta, Microsoft)….
AI compute costs 133 CZK, the client pays 577 CZK. How I bill for AI so it’s fair.
Problem: AI saves me 60 to 80% of my time on routine PPC tasks. A Google Ads audit, which used to take me 3–4 hours, now takes about an hour (25–35 min agent run + 30–60 min review). A KW gap analysis, for which I used to set aside half a day, the agent spits…
Pipedrive → Google Ads without Zapier: how AI wrote an offline conversion tracker for me in 45 minutes
Problem: Offline conversions are the holy grail of B2B PPC. Without them, the Google Ads bidding algorithm is just swimming in raw leads—from the typical “I’ll read it in a week” to “I’m signing the master agreement”—and everything carries the same weight. Most “standard” ways to get CRM data back into Google Ads are paid…
From prompt to campaign: how AI generates a PMax import for Google Ads Editor in 15 minutes
The Problem: A standard PMax launch for an e-commerce client used to look like this for me: two hours in spreadsheets, another hour in Google Ads Editor, and half an hour fixing import errors. Three hours of pure work for every new campaign, and for a client with a growing catalog, that added up to…
My AI marketing team in action: programmer, designer, and junior PPC specialist from the same console
Problem: A freelance marketer is one person who has to be a copywriter, coder, designer, analyst, project manager, and salesperson — ideally all at once and by Friday. If you’re good, you handle three roles. If you’re excellent, you manage five, but quality drops. You outsource the rest for money that eats into your margin,…
How to grant a PPC agency access to Google Ads
Granting a PPC agency access to your marketing tools is key to successful ad campaign management. Every platform has its own specific process. Below, you’ll find a guide on how to do it. You can revoke access for a PPC agency (and that includes me) at any time. Just make sure you don’t lose any…
