Google Ads Quality Score: what it actually affects and which low scores matter
Quality Score is a 1 to 10 diagnostic for Search keywords, not an auction input and not a discount on your clicks. Here's how to read its th...
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Straight Talk on Digital Marketing
Short, straight talking guides on high converting websites, local SEO, Google Ads and paid social. Written for business owners, not other marketers.
Google Ads for accountants: profitable clients within TPB, ASIC and Google rules
Google Ads works for an accounting firm when the service, the client and the contribution that client can generate are planned before the first keyword. Here is how to separate individual tax from business work, check the TPB, ASIC and Google rules for the service you advertise and track enquiries through to signed engagements. 30 Aug 2026Read the featured article
Google Ads Quality Score: what it actually affects and which low scores matter
Quality Score is a 1 to 10 diagnostic for Search keywords, not an auction input and not a discount on your clicks. Here's how to read its th...
Read article →
Google Ads cost per click: what is normal in Australia and how to lower it
A cheaper click is only a win if the leads and customers still stack up. This guide shows what Australian service businesses pay, how to wor...
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Performance Max for small business: is it worth it and how to keep control
Performance Max can work for a small business with a reliable outcome to bid on, decent assets and room for a test that might fail. This gui...
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Google retargeting (remarketing) ads: bring people back without being creepy
Retargeting works when the follow up is relevant, the audience is eligible and the campaign stays inside it. Here's how to build the audienc...
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Google Ads ROI: how to calculate the real return, not just ROAS
A 5x ROAS can be a great month or a loss, and the number alone cannot tell you which. This guide shows how to calculate a return the busines...
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GA4 and Google Ads: linking them and reading the right reports
Linking GA4 to Google Ads takes five minutes. Knowing which conversion to bid on, which report to read and why the two totals differ takes a...
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Google Ads metrics that matter (and what a good report shows)
A Google Ads report can be accurate in every cell and still answer the wrong question. This guide puts the metrics in the order an owner nee...
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Google Ads extensions (now assets): which to use and how to set them up
Google renamed extensions to assets, and the useful ones have not changed: sitelinks that go somewhere worth going, callouts that say someth...
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High intent vs low intent keywords: why a cheap click can cost more
Cheap $6 clicks that produce one booked job for $3,600 cost more than $24 clicks that produce ten at $360 each. Here's how to read the inten...
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Google Ads keyword research and Keyword Planner: finding the searches worth paying for
Keyword research for Google Ads is a commercial decision with a free tool attached, not the other way round. Follow one example plumbing bus...
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Google Ads location targeting: reach customers you can serve
Google Ads location targeting decides who is eligible to see your ads, not who can buy from you. Here's how to set Presence, radiuses and ex...
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Google Ads settings that waste budget (and the fix for each)
Thirteen Google Ads settings decide where your budget goes, and a handful can drain it without anyone noticing. Here's the failure each can...
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