3 PPC myths you can’t afford to carry into 2026
AI targeting, creative scale, and MMM promised efficiency but often delivered waste. Here’s how to reset PPC priorities for 2026.
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Rémi Kerhoas's latest articles
Why advanced semantic techniques still matter in PPC and SEO
AI can generate keywords at scale, but semantic techniques provide the structure and signal quality needed to keep PPC and SEO on track.
PPC budget planning: Aligning business goals, ad spend, and performance
Align your PPC budget with business goals using top-down targets, bottom-up forecasts, and actionable performance data.
Google Ads best practices: The good, the bad and the balancing act
Challenging Google Ads' best practices is a tough but necessary path to achieve PPC excellence. Here's what you need to know.
Rethinking Meta Ads AI: Best practices for better results
Meta’s AI promises hands-off advertising – but not everything runs better on autopilot. Here’s where human insight still wins.
How to prevent Meta Ads restrictions on health and wellness campaigns
Meta doesn’t want your health data (or the legal trouble). If you’re in health marketing, read this before your ad tracking disappears.
LTV:CAC explained: Why you shouldn’t rely on this KPI
LTV:CAC isn’t always the best metric for PPC. Avoid pitfalls that can lead to misguided budget decisions and overestimated profitability.
How to beat audience saturation in PPC: KPIs, methodology and case studies
Audience saturation can crush campaign performance. Learn to monitor it proactively, refresh strategies, and maximize engagement.
How to boost PPC retargeting efficiency with an RFM analysis
Stop wasting ad spend on the wrong audiences. Use RFM analysis to identify your most valuable customers and optimize your PPC campaigns.
6 advanced (yet missing) Meta Ads KPIs to track success
Tracking only basic KPIs for Meta Ads? Uncover six advanced metrics to help you optimize audience reach, engagement and conversions.
CRO for PPC: Key areas to optimize beyond landing pages
Here’s how to increase your PPC conversion rates, reduce customer acquisition costs and apply CRO principles across multiple channels.
How to benchmark PPC competitors: The definitive guide
Benchmark PPC competitors across ad networks like Google and Meta and identify top channels, creatives and landing page experiences.
A/B testing mistakes PPC marketers make and how to fix them
Tired of PPC A/B tests that don't deliver? Discover the pitfalls causing tests to fail and how to design experiments that drive real impact.
How to increase LTV with PPC
Explore the importance of tracking customer lifetime value and how PPC marketers can use it to elevate their accounts.
5 essential PPC skills every agency pro must have
Want to start your PPC agency career correctly (without skipping essential steps)? Here are the top five skills to focus on.
Google’s attribution model shake-up: 3 solutions for advertisers
Learn how to adjust your ad measurement approach and understand user journeys without traditional attribution models.
How to calculate and improve your agency’s churn rate
Looking to improve your agency's acquisition and retention approach? Explore practical ideas to improve your churn rate here.