All the E-books about Google Ads / AdWords you may read have one thing in common: they are collections of best practices. Some of them are good, some are even dangerous or not applicable in already working accounts. This one is unique. It will give you a universal way to check and optimize all kinds of campaigns, regardless their structure.Because there are no models in the Pay Per Click industry that can guarantee top results in any sector. The same goals can be achieved in many different ways (and this is a verified fact, not an opinion). The "PPC CheckMate" optimization methodology explained in this executive summary stems from the need to objectively measure the performance of campaigns, regardless of how they were built, and immediately understand where and how to work to improve results.The method shown in this E-book (US patented in 2016) is based on 3 checks:• Efficiency: am I buying the clicks at the lowest possible cost?• Effectiveness: am I buying the right clicks (those that bring results)?• Coverage: am I investing the ideal budget to get the best results (or, in other words, am I buying all the right clicks I can)?These three audits can be performed in minutes in any type of Google Ads account, whether based on 1 campaign with 1 ad group and few keywords or on hundreds of campaigns with thousands of keywords and many different targeted users both in Google Search/Shopping or Display/Video Networks.In addition to the optimization methodology, this executive summary comes with a concentrate of almost 15 years of my direct experience in the field of Pay Per Click and reports the best case studies presented in the 7 editions of ADworld Experience (the largest PPC-cases-only event in the World).You will find the the complete Agile Google Ads book on Amazon in the next coming weeks.Who is this for:• Pay Per Click newbies, who want to understand the best way to set up Google Ads (or Bing Ads) accounts in Search or GDN.• Advertisers who already manage campaigns and want to learn a methodology to check & optimize them in a scientific and professional way.• Web marketing professionals who want to get the most out of Pay Per Click by automating control and optimization as much as possible.Author:Gianpaolo Lorusso's motto is: Success is not easy money, but being proud of what you do.He is the author of "AdWords Agile" (the Italian best selling book on Google Ads), contributes to several PPC industry blogs (PPCHero, State of Digital, the SEM Post, etc.) and speaks regularly in international SEM events (SMX, BrightonSEO, PPCMasters, etc.). In 2012 he created ADworld Experience, now one of the World’s largest PPC events and the largest one based only on real optimization case stories. In 2016 he patented in USA "PPC CheckMate", the optimization methodology explained in this book.He has been working as Google Ads & Conversion Rate Optimizer freelance professional since 2003.