Google Ads account structure: campaigns, ad groups and keywords that stay manageable
Campaigns hold the controls that need to differ, and ad groups hold searches that can share one message and one page. Everything else is a r...
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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 account structure: campaigns, ad groups and keywords that stay manageable
Campaigns hold the controls that need to differ, and ad groups hold searches that can share one message and one page. Everything else is a r...
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How to choose a Google Ads agency without getting burned
Choose a Google Ads agency by the fit for the work you need, the evidence behind its claims, the people who will actually run the account an...
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Google Ads not working? The diagnosis, check by check
"Google Ads isn't working" is five different complaints wearing one sentence: the ads do not serve, the wrong people click, the enquiries do...
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Google Ads for lawyers: turning expensive clicks into signed clients within the rules
Legal clicks are expensive, which is the least interesting thing about them. What decides whether Google Ads works for a law firm is what ha...
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How to run Google Ads for a trade business: structure, calls, service areas and budgets
Google Ads buys phone calls, and a trade business lives or dies on what happens after the phone rings. This guide builds the campaign from w...
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Google Ads Smart Bidding: which bid strategy to use and when to switch
Smart Bidding buys whatever you tell it a conversion is, at whatever average target you set. Here's how to choose between the six Search bid...
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Google Ads campaign types: Search, Shopping, Display, Video, Demand Gen and Performance Max
Google Ads offers six main campaign types and a few specialist ones, and the menu keeps moving as Display shifts into Demand Gen. Compare wh...
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Call tracking for Google Ads: how to track phone calls from ads
Google's own call tracking can be all you need, and paid software earns its fee only when attribution, integrations or call handling solve a...
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Google Ads conversion tracking setup: forms, calls, purchases and offline conversions
A tag that fires is not a lead, a sale or a customer. Here's how to choose the outcomes worth bidding on, count each one once and prove the...
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Google Ads landing page vs homepage: where should ads send people?
The honest answer to "landing page or homepage" is that there are three options, not two. The right one depends on what the person searched...
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How to write Google Ads that get the right clicks
Good Google Ads copy names the service, backs every promise and sends people to a page that keeps it. Here's how to write responsive search...
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Google Ads clicks but no leads: is the landing page the problem?
Clicks without enquiries don't prove the landing page is broken. Check the tracking, the destination, the traffic, the offer, the page and t...
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