Google Ads Strategy Comparisons
Honest, opinionated decision frameworks for the choices every Google Ads operator faces. Comparison matrices, when-each-wins scenarios, and an explicit verdict from someone who actually runs accounts.
Pawel “Vilo” Wilk — Google Ads specialist. These comparisons reflect choices I make on real client accounts every week, not vendor talking points.
Performance Max vs Search Campaigns
8 min read
Search wins for lead generation and any vertical with high CPCs or messy SERP intent. PMax wins for high-volume e-commerce with clean product feeds and revenue-weighted conversion data.
Read the comparisonLocal Services Ads vs Search Ads
7 min read
For most licensed home services and legal verticals: run BOTH, with LSA absorbing the highest-trust traffic and Search filling the gaps LSA does not serve.
Read the comparisonManual CPC vs Target CPA
7 min read
Manual CPC wins for new accounts, low-conversion-volume verticals, and operators who actively manage. Target CPA wins for stable, high-volume accounts where 30+ conversions/month/campaign exist and the algorithm has enough signal.
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