People on Google are actively searching for solutions.
Google Ads work because you're bidding on intent — someone is actively searching for what you sell. You'll learn ROAS (return on ad spend — revenue divided by ad spend), CPA (cost per acquisition — what does each customer cost you?), Quality Score (Google's rating of your ads and landing pages), and the bidding strategies that maximize ROI without overshooting budget. You'll understand why some accounts lose money on every click while others make 10x returns — the difference is profit margin and conversion rate, not just click volume.
ROAS measures revenue generated per pound spent on advertising. The essential metric for evaluating paid marketing.
3 min read · Beginner
Part of this AskBiz Academy learning path.
AskBiz Academy
Part of this AskBiz Academy learning path.
AskBiz Academy
Part of this AskBiz Academy learning path.
AskBiz Academy
Part of this AskBiz Academy learning path.
AskBiz Academy
Conversion rate measures the percentage of visitors who buy. It's the multiplier on all your traffic investment.
3 min read · Beginner
Customer acquisition cost (CAC) is the total sales and marketing spend needed to win one new customer. Pair it with lifetime value to assess whether your growth is commercially sustainable.
5 min read · Beginner
Attribution is the process of crediting marketing touchpoints for sales. Get it wrong and you'll invest in the wrong channels.
4 min read · Intermediate
Follow this learning path to master paid search: buy intent, not eyeballs.
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