How Your PPC Agency Can Save You Big By Pausing Branded Search Campaigns
Branded search campaigns look great in reporting, high CTR, low CPA, but they can be a waste of money if nobody is competing against you. Here's exactly how to test whether you need them.
The Costly Downfalls of Not Using Conversion Tracking in Google Ads
Without conversion tracking, Google Ads campaigns operate without a feedback loop. Smart Bidding becomes a liability, budget decisions are guesswork, and you have no way to know whether any of it is working. Here's what that costs in practice.
Are Google Ads Really Expensive?
Google Ads can be expensive or cost-effective depending almost entirely on how your account is built. This guide helps you decide whether a given budget is viable before you spend it.
Recovering Traffic & Revenue for an E-commerce Business
Melody Jane Dolls Houses lost thousands of organic visitors overnight after a website change. Here's exactly how the traffic was recovered and how Google Ads filled the revenue gap while it happened.
Improving Your Google Ads Quality Score with Landing Page Keywords
Landing page experience is the most improvable component of Quality Score, and most advertisers don't treat it with the same discipline they bring to their ad copy. Here's what actually moves the needle.
The Disintegration of Keyword Match Types in Google Ads
Keyword match types in Google Ads no longer work the way they used to. Exact match isn't exact, phrase match behaves like old broad match, and the account structure strategies that worked five years ago need updating. Here's what's changed and how to adapt.
Driving Down Costs and Driving Up Leads
A niche UK insurance broker was spending over £1M per year on Google Ads with an account too complex to manage. Here's how a restructure cut costs 50% and increased leads by 171%.
The Power of Negative Keywords: How to Stop Wasting Money on Irrelevant Clicks
Negative keywords are the most consistently effective way to cut wasted spend in Google Ads. Here's how they work, how to build your list, and the common mistakes that undermine them.
Five Reasons Every Small Business Website Needs a Blog
A blog isn't just content for content's sake. For a small business, it's one of the most cost-effective ways to build organic traffic, establish credibility, and generate leads. Here's why it works.
20 Ways To Kill Your Google Ads Performance
Most Google Ads accounts aren't failing because the product is bad. They're failing because of specific, preventable mistakes that accumulate quietly. Here are 20 of them, and how to fix each one.
The Perils of Automation: How Google Uses MAR to Capture More Ad Revenue
Google's automation has an incentive to push your ROAS down toward the minimum point where you'll keep spending. This is my working theory on what MAR optimisation looks like in practice, and what to watch for in your account.
How a Google Ad Auction Works
Whenever someone searches on Google, an ad auction kicks off behind the scenes to determine which ads (if any) will appear alongside the organic ...