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iClick Advertising
9 playbooks live

Playbooks, written by the operators.

The frameworks iClick's strategists actually use on client accounts. Long-form. No marketer-speak. Every claim either cited, computed, or cut.

The AI in PPC playbook13m

The AI in PPC playbook for 2026

AI runs the tactics of paid media now, bidding, pacing, query mining, creative testing, and it does them better than any human. What it does not do is set the goal, verify the signal, measure incrementality, or decide when to stop. This playbook is how iClick uses AI: automate the execution, keep the strategy human, and fence the automation so it amplifies good decisions instead of scaling bad ones.

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Buyer's guide12m

How to hire a PPC agency (without regretting it in 90 days)

Most PPC agency mistakes are made in the sales cycle. The right questions, asked in the right order, reveal whether an agency has senior operators or a junior bench, whether they optimise to your margin or their scorecard, and whether their attribution story survives one hard follow-up. This guide gives you 23 questions, 7 red flags, and 4 contract clauses that separate real agencies from repackagers.

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The account-build playbook14m

The Google Ads playbook for 2026

Google Ads in 2026 is an automation-heavy platform where your leverage is structure, signal quality, and guardrails, not manual bid tweaks. This playbook is how iClick builds an account: verify tracking first, structure around intent, give automation clean signals and firm fences, then run a weekly cadence that catches the account drifting before it costs you. Automation does the bidding. You still own the strategy.

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The margin-first playbook11m

How to set a ROAS target by margin tier

A ROAS target copied from a competitor or a blog is a guess, and guesses lose money. The right target is derived from your gross margin: start with break-even ROAS, which is 100 divided by your margin percent, then add a contribution cushion for overhead and growth. This guide gives you the break-even math, the tier table iClick runs, and how to feed the number to Smart Bidding without stalling it.

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The LSA playbook12m

The Local Services Ads (LSA) playbook

Local Services Ads are Google's pay-per-lead format for local service businesses, sitting above Search ads with a trust badge. They can produce excellent cost per lead, but the levers are unusual: reviews drive ranking, you pay per lead not per click, and unmanaged invalid leads inflate your costs. This playbook covers screening, review strategy, lead disputes, and why LSAs run alongside Search, not instead of it.

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The Meta account-build playbook13m

The Meta Ads playbook for 2026

Meta in 2026 automates targeting and placement, so your leverage is the inputs the machine cannot generate: a clean Conversions API signal, creative volume and quality, and value-based audience seeds. This playbook is how iClick builds a Meta account, verify the signal first, treat creative as the core job, seed from value, run Advantage+ with guardrails, and judge everything on incrementality, not platform ROAS.

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The eCommerce PMax playbook13m

Performance Max for eCommerce, done right

Performance Max is the default engine for eCommerce on Google, and on defaults it quietly overpays. Run well it is feed-first: the product feed is the real campaign, brand exclusions stop it claiming demand you owned, margin-tier segmentation gives high and low-margin products their own targets, and active monitoring pries open the black box. This playbook is how iClick structures, fences, and scales PMax for online stores.

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The B2B SaaS playbook13m

PPC for B2B SaaS: the playbook that optimizes to pipeline

B2B SaaS breaks the assumptions eCommerce PPC is built on: the conversion is a lead, not a sale, the sales cycle is long, and cheap leads are usually the worst ones. This playbook is how iClick runs paid for SaaS: optimize to qualified pipeline instead of form fills, close the CRM loop, match the channel to your motion, and set targets from LTV, not cost per lead.

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The measurement playbook12m

Server-side tracking for PPC, explained properly

Browser-based tracking now misses a large and growing share of conversions, which starves Smart Bidding of the data it optimises on. Server-side tracking recovers that signal by sending events from your server instead of the browser. This guide covers what server-side actually means, the difference between a server container, the Conversions API, and Enhanced Conversions, how deduplication prevents double-counting, and how to verify the whole thing works.

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