TwoSquares Insights
Guides, frameworks and case studies on SEO, paid media, and conversion that help UK teams grow measurable demand.
Latest Articles
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.
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.
Account Level Negative Keywords: The One List to Rule Them All
As automation takes over Google Ads, negative keyword lists have become your only true guardrails. Discover why account-level lists are the key to 2026 brand safety and how to build a global exclusion strategy.
The 2026 Keyword Match Type Bible: From Legacy BMM to Semantic Broad
Keyword match types have evolved from rigid text filters to fluid intent signals. Understand the difference between Broad, Phrase, and Exact in 2026, and learn why the "Legacy" match types were retired.
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.
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.