Lixory MediaGoogle Ads, without the fluff
Practical notes on Google Ads, tracking and paid search growth from Elvir Likić.
Performance Max: What to Actually Do With It
PMax hides the old controls, but the levers are still there. Asset groups, audience signals, brand exclusions and when to run Standard Shopping alongside it.
Read articleChanging Google Ads Bid Strategies: When to Switch and How to Avoid Crashing Your Campaign
Most bidding problems start with a strategy switch made too early or too hard. How Smart Bidding works, when you have enough data to change, and how to do it safely.
Read articlePMax vs Standard Shopping Attribution: Which Campaign Really Gets the Credit?
PMax reports 600% ROAS, Shopping reports 280%, and revenue has not moved. Why the numbers disagree and how to find out what is really driving sales.
Read articleHow to Audit a Google Ads Account That Isn't Performing
Before you touch bids or budgets, find the cause. An eight-step audit covering tracking, search terms, product coverage, auction insights, landing pages and assets.
Read articleEnhanced Conversions for Shopify: A Practical Setup Guide
Enhanced Conversions recovers sales that cookie tracking misses. What it does, how it fits with your Shopify tracking, three ways to set it up, and how to check it works.
Read articleCustomer Match and First-Party Data for eCommerce: A Practical Setup
Your customer list is the strongest signal you can give Google Ads. How to upload it cleanly, lift match rates, feed it to PMax and keep it refreshed automatically.
Read articleThe Search Terms Report Is Broken: What Store Owners Don't Know About Query Visibility
Since 2020 Google hides a large share of the queries you pay for. What you can still see, why PMax is worse, and how to protect your budget anyway.
Read articleGoogle Ads Account Structure for eCommerce: How to Set It Up Properly
A clear starting structure for a Shopify store's Google Ads account, why each campaign exists, when to add more, and the structural mistakes that waste budget.
Read articleDemand Gen Campaigns: What They Are and Whether eCommerce Stores Should Use Them
Demand Gen runs on YouTube, Discover and Gmail, not Search or Shopping. How it differs from PMax, when it earns a place in an eCommerce account, and how to measure it fairly.
Read articleROAS Is the Wrong Metric: How to Track Profit Margin and POAS in Google Ads
A 500% ROAS can still lose money. What ROAS leaves out, how to calculate your real breakeven, and three ways to make Google Ads bid for profit instead of revenue.
Read articleGoogle Ads Account Suspension: Why It Happens and How to Fix It
Billing, policy, circumventing systems and invalid activity suspensions explained, with the right appeal route for each and the habits that prevent suspension in the first place.
Read articleSmart Campaigns and Auto-Applied Recommendations: Why They're Risky and How to Take Back Control
If your account no longer looks like the one you built, check these two features first. What they change, which recommendations to accept, and how to switch auto-apply off.
Read articleGoogle Shopping Image Requirements: Why Product Images Get Disapproved and How to Fix Them
Product images can look perfect to a person and still get rejected. Google's image rules by category, the most common disapproval reasons, and fixes that scale.
Read articleGoogle Ads for Seasonal Businesses: Managing Budget, Campaigns and Bidding Around Peaks
When most of your revenue lands in a few weeks, standard advice breaks. How to handle the off-season, ramp up before peak, run Black Friday and wind down without losing learning.
Read articleWhat Google Ads Optimization Score Really Measures (and Why You Can Mostly Ignore It)
Optimization Score looks like a performance grade, but it only measures how closely you follow Google's suggestions. Which ones to apply, which to dismiss, and what to track instead.
Read articleBranded vs Non-Branded Campaigns: Why Mixing Them Ruins Your Reporting
Brand conversions can hide non-branded spend that is losing money. How to separate brand in Search, Shopping and PMax, and what your real acquisition ROAS looks like.
Read articleThe New Customer Acquisition Goal in Google Ads: What It Is and How to Set It Up
Most campaigns happily re-sell to existing buyers because it is cheap. How the new customer acquisition goal works, how to flag new customers in GTM, and when to use each mode.
Read articleGoogle Ads for Stores With a Small Product Catalogue: What Actually Works
Most Google Ads advice assumes thousands of products. If you sell fifteen, here is how to choose between PMax and Shopping, structure campaigns, bid on thin data and use your feed.
Read articleGoogle Ads Auction Insights: How to Use It to Make Real Decisions
Auction Insights shows whether competitors are taking your traffic and why. What each metric means, when to respond to a competitor, and when to hold your nerve.
Read articleHow Google Ads Tracks Sales Across Multiple Sessions: Conversion Windows Explained
Google Ads says 50 conversions, Shopify says 30 orders, GA4 says 38. Why the numbers differ, how conversion windows and view-through work, and how to reconcile them.
Read articleThird-Party Feed Tools vs the Native Shopify Feed: When You Actually Need One
Shopify's free Google app is enough for many stores. What it cannot do, what Simprosys, DataFeedWatch and Channable add, and how to tell when a paid feed tool pays for itself.
Read articleHow Remarketing Lists Work in Google Ads (and Why Most eCommerce Stores Set Them Up Wrong)
Remarketing lists that show zero users are usually a setup problem, not a strategy problem. Minimum sizes, audience tiers, GA4 setup, RLSA for Shopping and the exclusion most stores miss.
Read articleGoogle Ads for International eCommerce: Multi-Country Campaigns, Currency and Feed Setup
Expanding a Shopify store abroad means localised feeds, local prices, country shipping and a new campaign structure. A practical guide to getting each piece right.
Read articleIncrementality Testing: How to Know Whether Your Google Ads Are Really Driving Sales
Attribution tells you which ads got credit, not whether the sales would have happened anyway. Four ways to measure true incremental ROAS and what to do with the results.
Read articleHow to Set Up and Use Custom Labels in Google Shopping
Custom labels let you bid differently on products by margin, season, stock or performance without splitting campaigns. Three ways to add them and how to use them in Shopping and PMax.
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