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Notes from the account book

Real numbers from real accounts, anonymised. Written by Maria Waters, 18 years in Google Ads, building Campaign Owl in public.

I scanned 59 accounts before Google's 17 August bidding change. Here's what was exposed.

140 budget-limited tCPA/tROAS campaigns beating their targets, 19% adjusted in time, and why the direction of the fix is the opposite of what most people expect. 27 Aug 2026 · 6 min

Google Ads said my website was missing a Google tag. The tag was there.

A headless browser, Consent Mode v2, and the difference between "silent" and "absent". Plus the 90-second check for any site. 27 Aug 2026 · 5 min

Comparing tools? See how Campaign Owl stacks up against TrueClicks, Optmyzr and Adalysis.