# PPC insights & resources

Expert tips, strategies, and guides to help you master Google Ads and Microsoft Ads performance.

### How audience bid adjustments work with Target CPA & Target ROAS

[How audience bid adjustments work with Target CPA & Target ROAS](/content/blog/how-audience-bid-adjustments-work-with-target-cpa-target-roas-bidding/index.html)  
6 min

### Google Ads bid strategy: when to use Target vs. Max CPA & ROAS

[Google Ads bid strategy: when to use Target vs. Max CPA & ROAS](/content/blog/when-to-use-target-vs-max-cpa-roas-bidding-strategies-for-google-ads/index.html)  
8 min

### Watch our SMX Advanced session: how to test RSAs like a pro [Video]

[Watch our SMX Advanced session: how to test RSAs like a pro [Video]](/content/blog/watch-the-video-of-our-smx-advanced-session-how-to-test-rsas-like-a-pro/index.html)  
1 min

### How to Build Highly Effective Google Ads Custom Audiences

[How to Build Highly Effective Google Ads Custom Audiences](/content/blog/how-to-build-highly-effective-google-ads-custom-audiences/index.html)  
8 min

### How to Evaluate Search Partners on Google Ads & Microsoft Ads

[How to Evaluate Search Partners on Google Ads & Microsoft Ads](/content/blog/how-to-evaluate-search-partners-on-google-ads-microsoft-ads/index.html)  
10 min

### One of the Biggest Mistakes with RSAs is Ad Group Organization

[One of the Biggest Mistakes with RSAs is Ad Group Organization](/content/blog/the-biggest-mistake-with-rsas-is-your-ad-group-organization/index.html)  
4 min

## Google Ads for B2B: how to reduce wasted spend from consumer traffic

[Google Ads for B2B: how to reduce wasted spend from consumer traffic](/content/blog/google-ads-for-b2b-how-to-reduce-wasted-spend-from-consumer-traffic/index.html)  
May 28, 2026  
Written by [Brad Geddes](/content/author/brad/index.html)