All our resources on performance management Search articles Search “” in Performance management ↵ Search all of Thinking → Topics Marketing Mix Modeling 10 Lifetime value and retention 8 Data science 6 Tracking and data collection 8 Data protection 2 Performance management 19 Search and Google Ads 11 Social media 6 Media and programmatic 6 Artificial intelligence 8 Creativity and performance 3 CRM and segmentation 2 Agency life 7 Awards 5 Series Profit, marginal ROI and lifetime value 8 Google Ads, from Performance Max to AI Max 4 MMM explained in three chapters 3 Perspective, bright's annual evening 5 No series or topic by that name: press enter to search the articles. July 8, 2026Google AI Max: how to open this new black box and adapt your Google Ads structuresAI Max takes over the whole Search chain — targeting, creative, destination. What really changes, what the field teaches us, and the account structure it calls for.Read more July 8, 2026Google AI Max: how to open this new black box and adapt your Google Ads structures June 16, 2026How to scale on Meta in 2026: why creativity has become a lever of performance June 8, 2026Google showed us the future of Search April 30, 2026TikTok in 2026: when the platform redefines the user journey, from discovery to conversion June 12, 2025Perspective 4 – Awareness vs. performance June 6, 2024Perspective 3 – Hypergrowth March 18, 2024How do you open the black box of Google’s Performance Max campaigns? June 6, 2023Perspective 2 – Methods & strategies for generating growth March 9, 2023Ten best practices for improving your conversion funnel November 22, 2022The mathematical method for calculating a sound conversion rate. June 6, 2022Perspective 1 – Acquisition and customer retention marketing through the use of data science. November 2, 2020Second-level optimisation: how to optimise your campaigns taking different lead qualities into account October 2, 2020Computing the Average Customer Lifetime Value (considering many cohorts) February 2, 2020Stop setting ROI objectives! January 2, 2020Four good reasons to use Bing Ads. December 2, 2019Average position is gone — what does it change for Google Ads campaigns? November 2, 2019Five tips to lift your Search campaigns. October 2, 2019Multiply the profit of your PPC campaigns by using marginal ROI. September 2, 2019How to calibrate marketing campaigns to maximise profit. See more
