SEM Insights by Heidi Sturrock | Advanced Google Ads Strategy

How Advertisers Succeed When AI Makes the Buying Decision, Not Humans

Heidi Sturrock , April 29, 2026

Digital marketing and ecommerce have historically prioritized the user interface. Companies have poured billions of dollars into A/B testing website themes, button colors, landing page layouts, and lifestyle photography to…

ChatGPT Self Serve Ads Are Here. Here’s How To Crush It.

Heidi Sturrock , April 28, 2026

Since February 9, 2026, the digital advertising world has been holding its collective breath. That was the day OpenAI officially injected sponsored placements into ChatGPT, marking the most seismic shift…

Optimizing Your Google Product Feed With Video

Heidi Sturrock , April 15, 2026

Google just delivered one of the most exciting updates to e-commerce advertising we have seen in years. Yesterday, on April 14, 2026, Google officially announced the annual Merchant Center product…

Does Google Ads Allow Brand Bidding?

Heidi Sturrock , April 6, 2026

This has happened to me more than once. A client opens a web browser, types their company name into the Google search bar, and hits enter. Instead of their own…

Should You Care About Google Ad Strength Scores?

Heidi Sturrock , April 1, 2026

Every person who runs Google Ads knows the feeling. You spend hours writing the perfect ad copy. You know exactly what makes your customers click. You paste your carefully crafted…

Optimize Google Ads With Campaign Experiments

Heidi Sturrock , March 25, 2026

In the world of digital advertising, guesswork is a recipe for wasted budget. You wouldn’t launch a product without testing it, so why should your Google Ads strategy be any…

Why In-Platform Ad Tracking Is Dead

Heidi Sturrock , March 23, 2026

If you manage paid media budgets across multiple channels, you are intimately familiar with the daily dashboard discrepancy. You open your Meta Ads manager and see fifty conversions. You open…

Which Google Ads KPI’s Matter and When

Heidi Sturrock , March 23, 2026

If you log into your Google Ads account today and open the columns modifier, you are immediately hit with a wall of over a hundred different data points. From “Absolute…

Six Warning Signs of Bad PPC Clients

Heidi Sturrock , March 20, 2026

Every Google Ads strategist knows the exact feeling of seeing a new request for proposal land in their inbox. It brings a rush of excitement and the promise of a…

10 Ways to Stop Performance Max from Stealing Your Money

Heidi Sturrock , March 5, 2026

When Google first introduced Performance Max (PMax), it was met with a mixture of awe and profound frustration. Advertisers were handed a powerful engine but were locked out of the…

Why Your Google Ads Impression Share is Falling (and How to Fix It)

Heidi Sturrock , March 4, 2026

Log into your Google Ads account, check your key performance indicators, and (sigh) there it is. Your Impression Share has taken a nosedive. It’s a sinking feeling that every digital…

Should You Get a Google Ads Audit?

Heidi Sturrock , February 18, 2026

There is a specific kind of low grade anxiety that comes with running a Google Ads account. It is the feeling that while you are getting some results and maybe…