TwoSquares Insights
Guides, frameworks and case studies on SEO, paid media, and conversion that help UK teams grow measurable demand.
Latest Articles
Best Paid Ads Channels for B2B Service Businesses in 2026
A practical analysis of 24 selected responses from founders, operators and marketers on whether Google Search, LinkedIn Ads, Meta Ads or Local Services Ads drive the strongest results for B2B service businesses.
46 Google Ads Strategy Tests Worth Considering in 2026
An in-depth analysis of 46 active Google Ads accounts across agencies, founders, marketers, and business operators, detailing strategies for intent-led search, landing pages, Performance Max, offline conversion tracking, local ads, and brand defence in 2026.
Google Ads Quality Score: What It Actually Affects and How to Improve It
Quality Score is one of the most misunderstood metrics in Google Ads. Here's what it really controls, what it doesn't, and where to focus your energy.
How to Use Paid Media Benchmarks Without Making Bad Decisions
Benchmarks are useful context, not operating instructions. Learn how to interpret CTR, CPC, CVR, and CPA benchmarks properly across Google Ads, Meta, and LinkedIn without damaging strategy.
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.
Mastering Responsive Search Ads (RSA) in 2026: The Ultimate Guide
With Expanded Text Ads a distant memory and Call-Only ads officially sunset, Responsive Search Ads are the heartbeat of Google Ads. Learn how to master the ad copy matrix and leverage AI for 300% better performance.