TwoSquares Insights
Guides, frameworks and case studies on SEO, paid media, and conversion that help UK teams grow measurable demand.
Latest Articles
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.
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 Promotion Assets: A Strategic Guide to High-Conversion Offers (2026)
A technical exploration of Google Ads Promotion Assets. Learn how to claim more SERP real estate, leverage seasonal occasions, and drive urgency through advanced scheduling and tracking.
Negative Keywords as Architecture: Shaping Intent by Exclusion (2026)
A system-level guide to negative keywords in Google Ads, why they are structural controls rather than hygiene tasks, how they shape intent boundaries, and how disciplined exclusion improves performance and learning.
AI in SEO and PPC in 2026: What’s Actually Changing (and What Isn’t)
A practical, no-hype guide to AI, AIO, and AI Overviews in SEO and PPC. Learn what has genuinely changed, what remains the same, and how search behaviour is evolving in real systems.