TwoSquares Insights
Guides, frameworks and case studies on SEO, paid media, and conversion that help UK teams grow measurable demand.
Latest Articles
PPC
Brand Search Strategy: Defence, Incrementality & Over-Attribution (2026)
A system-level guide to brand search in PPC, why it exists, when it genuinely adds value, where it over-attributes demand, and how to structure brand campaigns defensively without distorting performance.
Kiril Ivanov
2026-01-2615 min read
Strategy & Planning
Why Marketing Channels Fail Without Context (And How to Fix It)
Most marketing problems aren't channel problems. They're context problems. When industry realities are ignored, even good tactics underperform.
Kiril Ivanov
2026-01-139 min read
PPC
Measurement Blind Spots in PPC: What Google Ads Cannot Reliably Prove (2026)
A system-level examination of the limits of PPC measurement, what Google Ads can and cannot observe, where modelling replaces evidence, and how to interpret performance without over-trusting reported certainty.
Kiril Ivanov
2026-01-0314 min read