There are many ways to approach this. I generally recommend using Google Tag Manager (GTM) across the site and using it to display both DoubleClick and Google tags independently. If GTM isn't an option it's perfectly fine to implement both side by side on the page. Alternatively DoubleClick has "Floodlight Tags" which let you install other tags within it. These Floodlight Tags are like a early version of Google Tag Manager, it works but GTM is better. Word of warning . Both sets of tags are going to report different numbers and they're both going to be 'true". Doubleclick is going to report conversions across multiple media properties and prevent double counting (i.e. two publishers taking credit for the same conversion). Google tags are going to report only on their specific activity. Also if any of the tags are using custom conversion windows or attribution models the difference between to the two systems will be larger. More on reddit.com

Biggest skill you're going to need to learn is figuring out stuff on your own. Identify the resources available and then go from there.

Heap has a pretty decent knowledge base, so I'd start searching that for terms like "Heap google ads integration" and see what you come up with. If that's not fruitful, your heap implementation comes with a support contract that you can lean on for this type of question.

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Humans aren’t consistent. The world isn’t the same every day. Do you think retail stores sell the same amount everyday? Natural and seasonal fluctuations are normal. Pretending they aren’t is abnormal.

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Your question is too broad and depends on lots of variables. Generically, you need to target 1) keywords 2) audience 3) location.

SKAGs is probably overkill. If you're getting bad searches you need to pull back on your keywords & add negatives.

Without knowing your keywords or industry it's hard to say, but if it were AC repair a good campaign for an AC company in Orlando Florida would be something like:

[ac repair near me]

+ac +repair +near

+ac +repair +companies

etc.

If I were to add "ac repair" or +ac +repair that would open up lots of searches like "how to do your own ac repair" "ac repair books" "dyi ac repair" "bob's ac repair company" etc.

With a finite budget you should be spending your budget during peak hours and targeting your best converting audiences. ie Women 45+, 8am-11am, 76180 (zipcode) and then loosen it up from there.

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