Numbers · Published 2026-01-22 · 1 min read
Anton Kuzmin interview: the short version
Anton Kuzmin is Head of User Acquisition at AdQuantum.
Where to start testing campaigns, in order
Search, then Demand Gen, then the Google Display Network, then Performance Max.
How to launch Search
- Start broad, across a large number of keywords.
- Build separate ad sets for groups of keywords.
The order in which to change bidding strategies
CPC, then CPA, then ROAS.
The learning stage
- One to three months. Everything inside that period counts as learning.
How often to make changes
- When performance is good — once every four days.
- When it is bad — the frequency does not much matter.
Duplicating campaigns, the way you do on Meta
- Does not work in Google Ads.
Target CPA
- Fine to use.
How many creatives you need
- Enough that the Ad Score comes out Excellent.