Google Ads: Tips for practical implementation

Google Ads can be one of the fastest ways to generate demand—when it’s planned, built, and optimized correctly. This page features a curated collection of articles focused on Google Ads tips for practical implementation, created for marketers and businesses that want better performance, cleaner data, and more predictable results.

Inside, you’ll find actionable guidance across the full Google Ads workflow: account structure, campaign and ad group setup, keyword research and match types, negative keywords, audience targeting, and creative best practices for Search, Display, YouTube, Performance Max, and Shopping campaigns. We also cover landing page essentials, conversion tracking, Google Tag Manager basics, and how to connect measurement with real business outcomes.

Our articles go beyond theory and show what to do in practice—how to avoid common setup mistakes, improve Quality Score, raise click-through rate, and reduce wasted spend without sacrificing scale. You’ll learn how to write ads that match intent, build smart testing frameworks, and optimize bids with a clear understanding of goals such as leads, sales, or pipeline contribution.

Whether you’re launching your first Google Ads campaign or scaling an existing account, these resources help you move faster with more confidence. Browse the topics that match your current challenge, apply the tactics step by step, and turn Google Ads insights into stronger performance—one optimization at a time.

AI & Marketing automation in practice Digital marketing for managers: Process management Marketing measurement practices for managers

Think Digital Warsaw 2025: Google Analytics 4 and the New Era of Digital Marketing Performance Measurement

“Digital marketing measurement is fundamentally changing in 2025.”This is the main message Raibec’s team brought…

Remigijus Kuliesius
10.04.2025

Digital marketing for managers: Process management

2025 and B2B Digital Advertising: Best Practices

As we step into 2025, many B2B professionals are reassessing last year’s results and mapping…

Remigijus Kuliesius
27.03.2025

AI & Marketing automation in practice

AI and automation in marketing is rapidly transforming how businesses attract customers, communicate, and measure impact. This page brings together a growing collection of articles and practical resources on how to use artificial intelligence and automation workflows in real marketing operations—so marketing doesn’t just “run channels,” but helps build a more profitable business.We cover where to start: setting clear goals, mapping processes, improving data quality, choosing the right tools, and building integrations that scale. You’ll find hands-on use cases for AI such as content creation and personalization, audience segmentation, lead scoring, email automation, chatbots, ad creative and offer testing, forecasting, and faster performance analysis for better decision-making. We also share proven automation examples: lead nurturing sequences, upsell and cross-sell logic, customer reactivation, remarketing flows, and always-on campaign structures.Expect frameworks, templates, checklists, and success stories that show how automation reduces costs, increases conversion rates, and improves the customer experience. We also highlight common pitfalls to avoid—automation without strategy, poor data hygiene, overly complex workflows, weak measurement, or ignoring privacy and compliance.Browse the topics that match your current situation and turn AI and automation in marketing into a clear, repeatable system that saves time, increases revenue, and drives profitable growth.

CRM & Marketing: How to use for better performance

Using CRM systems and their data in marketing helps turn digital marketing into a more precise, predictable, and revenue-driven growth engine. This page brings together curated articles and practical guidance for executives, marketing teams, and business owners on how to apply CRM data to improve marketing performance—from strategic decisions to hands-on implementation.You’ll learn how to connect your CRM with GA4, Google Ads, Meta Ads, email platforms, and marketing automation tools to see the full customer journey—from the first touchpoint to closed deals and repeat purchases. We cover real-world use cases such as lead quality evaluation and lead scoring, building audiences based on actual customers, improving lookalike audiences, funnel-stage remarketing, B2B account targeting, upsell/cross-sell logic, and reactivation campaigns that bring customers back.Expect clear recommendations and practical examples on data hygiene (fields, statuses, sources), creating a consistent UTM and funnel-tagging system, automating data flows, and building reporting that shows business outcomes—not just clicks. We focus on KPIs leadership cares about, including revenue, CAC, LTV, and pipeline velocity, so you can make faster decisions and allocate budget with confidence.We also highlight common pitfalls and how to avoid them: unclear processes, inaccurate lifecycle statuses, disconnected systems, manual reporting, and duplicated records. Browse the topics that match your situation and turn using CRM systems and their data in marketing into a repeatable, measurable practice that improves conversion rates, increases ROI, and supports sustainable growth.

Digital marketing for managers: Process management

Digital marketing for executives is not just about ad spend or polished reports. For leaders and shareholders, the real priority is understanding how marketing processes translate into revenue, which decisions drive the biggest impact, and how to manage risk—data quality, privacy compliance, and over-reliance on a single channel. This page brings together curated articles and practical guidance on what executives need to know to lead digital marketing strategically and effectively.We cover the core management questions: how to set clear goals and KPIs, connect marketing to the sales funnel, plan budgets, choose a balanced channel mix (SEO, Google Ads, paid social, email, automation), and define priorities based on business outcomes. You’ll also learn what roles and capabilities are needed in-house, when an agency makes sense, how to evaluate partners, and how to avoid “busywork” that looks active but doesn’t improve performance.A strong focus is placed on measurement and decision quality: attribution, reliable data (GA4, CRM), executive dashboards, testing culture, and continuous optimization. We share best practices, templates, and real-world examples that help you build clarity, control, and accountability across teams.Browse the topics that match your situation and turn digital marketing for executives into a repeatable management system—one that reduces risk, improves efficiency, and drives sustainable revenue growth.

Marketing measurement practices for managers

Marketing measurement and data analysis is a leadership tool for making decisions based on evidence—not intuition. This page brings together curated articles and practical guidance for executives and shareholders who want to understand how digital marketing performance is measured, how ROI is evaluated, and how to manage data-quality risks across the organization.We cover the metrics that matter at board and management level: revenue attribution, lead and pipeline performance, CAC, LTV, ROAS, conversion rate, pipeline velocity, and channel efficiency. You’ll also learn how to connect data from GA4, Google Ads, paid social platforms, email marketing tools, and your CRM—so reporting reflects real business outcomes rather than surface-level clicks.Expect practical examples of executive dashboards, KPI target setting and benchmarks, and clear methods for assessing campaign impact, identifying bottlenecks, and making budget reallocation decisions with confidence. We also highlight common pitfalls that distort reporting: inaccurate conversion tracking, inconsistent UTM tagging, duplicated data, multiple “versions of truth,” and interpretation traps that lead teams to the wrong conclusions.Browse the topics that match your situation and turn marketing measurement and data analysis into a repeatable management practice—one that increases transparency, improves decision quality, and supports sustainable revenue growth.

Best SEO & AEO optimization practices

SEO and AEO optimization is a practical set of methods that helps your business get discovered not only in Google search, but also in AI-driven answer engines—where users increasingly expect fast, accurate recommendations. This page brings together curated articles and guidance on the best SEO and AEO practices that improve visibility, strengthen brand awareness, attract more qualified prospects, and ultimately increase sales.We cover the fundamentals that consistently drive results: technical SEO (crawlability, indexing, site speed, structure, Core Web Vitals), content strategy and information architecture, keyword and search-intent analysis, internal linking, authority and trust signals (E-E-A-T), link building, and schema markup. On the AEO side, we focus on how to create content that earns featured snippets, FAQ placements, and AI-generated answers—through clear structure, concise definitions, credible sourcing, entity coverage, and a strong question-and-answer format.You’ll find practical examples, checklists, and frameworks for running audits, setting priorities, improving pages, and measuring impact in terms that matter: organic traffic, rankings, CTR, conversions, and revenue contribution. We also highlight common mistakes and how to avoid them—from thin content and poor internal structure to unreliable tracking or slow site performance.Browse the topics that match your current challenges and turn SEO and AEO optimization into a repeatable system for sustainable, long-term growth.