TwoSquares Insights
Guides, frameworks and case studies on SEO, paid media, and conversion that help UK teams grow measurable demand.
Latest Articles
Performance Max vs Search Campaigns: Control, Abstraction & Trade-offs (2026)
A system-level comparison of Performance Max and Search campaigns in Google Ads, how they differ structurally, where control is gained or lost, and how to decide which model fits a given business objective.
Google Ads Asset Serving Logic: Eligibility vs Visibility (2026)
A deep, system-level explanation of how Google Ads decides which assets are shown with a search ad, why assets can be eligible but not visible, how combinations are chosen, and what this means for control and optimisation.
The Negative Keyword Manifesto: Guarding Your Budget in the Age of AI
As Google Ads moves toward full automation with PMax and Broad Match, negative keywords have become your most powerful lever for control. Learn how to build elite-level exclusion lists that guide AI toward profitability.
The AI Max Manifesto: Dominating Search in the Era of Agentic AI
AI Max for Search is no longer an experiment, it is the standard for 2026. Discover how to leverage Search Term Matching, Final URL Expansion, and Generative Text to outmanoeuvre the competition.
Performance Max Masterclass: Architecting the Ultimate Growth Engine in 2026
PMax has evolved. Moving beyond the "black box," discover how to use Campaign Orchestration, Search Themes, and First-Party Data Signals to turn Google’s AI into your most profitable employee.
PMax vs. AI Max: The 2026 Synergistic Strategy Guide
Performance Max and AI Max for Search are not competitors, they are partners. Discover the "Dual-Engine" framework to dominate the full customer journey while maintaining search precision.