Performance Marketing · 8 min read
Google Ads in 2026: Performance Max, AI Max and What Changed
A dated guide to verified Google Ads changes: new Performance Max controls and reporting, AI Max for Search, the DSA upgrade timeline…
1 Oct 2026Insights
Insights on growth, search and AI.
Practical guides on performance marketing, Shopify, websites, SEO, AEO and GEO from the Squarebase team.
Performance Marketing · 7 min read
ROAS, CAC, Break-even ROAS and MER: Formulas and Examples
Formulas and worked examples for ROAS, CAC, break-even ROAS and MER, with a clear guide to which metric to optimise for at…
1 Oct 2026Performance Marketing · 9 min read
Meta Ads in 2026: Advantage+, AI Delivery and Creative Testing
Meta's AI now decides who sees your ads. Here is how Advantage+, Andromeda and GEM work in 2026, and a step-by-step creative…
1 Oct 2026SEO and AI Search · 8 min read
llms.txt Explained: What It Is and Do You Need One in 2026?
What llms.txt is, how it differs from robots.txt, what Google and 2026 server-log data say about who reads it, whether your site…
1 Oct 2026SEO and AI Search · 8 min read
Google AI Mode and AI Overviews: Traffic Impact in 2026
A dated timeline of Google's AI Overviews and AI Mode announcements, what Pew and Ahrefs data show about lost clicks, Google's counter…
1 Oct 2026SEO and AI Search · 8 min read
SEO vs AEO vs GEO: Differences and How to Plan in 2026
SEO, AEO and GEO explained in plain terms, with a comparison table covering goals, surfaces, inputs and metrics, plus a practical plan…
1 Oct 2026SEO and AI Search · 9 min read
Generative Engine Optimisation (GEO): A 2026 Playbook
A practical GEO playbook for 2026: which crawlers to allow, what research says gets content cited, how to structure pages, build off-site…
1 Oct 2026Marketing Technology · 12 min read
5 Ways AI is Transforming Performance Marketing in 2025
Introduction to AI in Performance Marketing Performance marketing has undergone significant transformations over the years, driven by the evolution of technology and…
17 Nov 2025
Blog · 3 min read
What makes GPT-4 Unique From ChatGPT And How It Differs from Previous Versions
OpenAI's GPT-4 stands as a groundbreaking advancement over its predecessors like GPT-3 and ChatGPT. This article delves into the distinct characteristics of…
11 Jul 2024
Blog · 3 min read
Mastering Google Ads: Advanced Tips to Maximize Your ROI
Whether you're a seasoned marketer or new to Google Ads, these insights will help you refine your approach and achieve better results.
6 Jul 2024Ready to grow? Let us audit your brand for free.
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