Insights Paid search

Paid search

Paid search writing from the Firewire team. Campaign architecture, attribution modelling, budget strategy, ROAS analysis, and what running an account with AI changes about what is possible in paid. The pieces are written by the specialists who'd run your account, not a content team translating from someone else's spec.

6 articles Last updated June 2026

Paid search & media, the capability

Editor's pick 12 Oct 2024 13 min Google Ads auction insights: how to read the report and win the profitable auctions (2026) Use Google Ads auction insights to see who you compete with, where you lose impression share, and how to outbid rivals without wasting budget.

26 June 2026 19 min Google Ads audit: the complete 2026 checklist (and how to run one)
17 Oct 2025 16 min Display ads best practices to boost your ROI
17 Oct 2025 25 min How does programmatic advertising work?
4 Oct 2025 15 min How much do Google Ads cost?
5 Jan 2025 20 min How to see competitor Google Ads for free (everything you can find in 2026)

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