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Founder @ ADworld Experience

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Gianpaolo Lorusso is named among the world’s top 50 most influential PPC experts by PPCSurvey.com, he has built his career around a simple belief: success comes from taking pride in your work, not chasing easy money.

An early pioneer of search engine optimization in Italy, he has worked in digital marketing since the late 1990s, helping leading Italian and multinational companies improve advertising performance, user experience, and conversion rates. He founded ADworld Experience, now Europe’s largest PPC conference, authored the bestselling Italian book on Google Ads, Agile AdWords, and developed the patented PPC CheckMate optimization methodology. Today, he is a sought-after international speaker, consultant, and contributor to leading PPC publications.

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Author - Gianpaolo Lorusso
PAID SEARCH STRATEGY

Google’s August 17 Bidding Change: What Advertisers Need to Do Now

Starting August 17, 2026, Google is changing how campaigns running Target CPA and Target ROAS strategies behave once they’re limited by budget. Per Google’s Help Center, campaigns that are “Limited by budget” on Target CPA, Target ROAS, or Target CPC for Demand Gen “will more consistently perform toward your bid target, including when you make budget adjustments.”

Author - Gianpaolo Lorusso
PAID SEARCH STRATEGY

How to Protect Smart Bidding From Spam Conversions in Google Ads

Recently, a lead-gen agency that mostly works with home builders shared this with one of our salespeople: a bot finds one search term overnight, and by morning a community has around 50 new conversions:

Author - Gianpaolo Lorusso
PAID SEARCH EXPERT SERIES

Value-Based Bidding: How It Works, When to Use It, and Why It Fails

Why does value-based bidding work beautifully for some advertisers and quietly fail for others running what looks like the same setup? The technology is not the difference. The data is.