How to audit a Google Ads account that is already spending
The order to audit an inherited Google Ads account: tracking first, then waste, structure, bidding and pages, and when to rebuild instead.
How to launch a Google Ads account properly, from zero
The full launch sequence for a new Google Ads account: target cost per acquisition, tracking before spend, structure, first ads, budget and bidding.
Working with a Google Ads agency: what to demand and what to check
You are paying someone to spend your money. Here is what to insist on, what reporting to ignore, and the four things you should verify yourself.
Cost per lead is climbing and nothing obvious changed
When your cost per lead drifts up with no clear cause, the answer is usually one of eight things. Here is the order I check them in.
Bidding on competitor brands: worth it or just a tax
Buying your competitor's name looks aggressive and sometimes it is smart. Here is when the numbers work, when they never will, and what it usually costs.
Remarketing that does not annoy people
Following the same person around the internet with the same banner for 90 days is not remarketing, it is harassment. Here is how to do it properly.
Seasonality in Google Ads, and how not to panic in a bad month
A bad month is usually a normal month with bad timing. Here is how to tell seasonality from a real problem before you start breaking your account.
Why ecommerce tactics fail in lead generation, and the reverse
Selling products and selling appointments look similar inside Google Ads and behave nothing alike. Here is what breaks when you copy tactics across.
Google Ads or Google Business Profile for a local business
For a plumber, a clinic or a roofer, the free listing often beats the paid ads. Here is when each one wins and how to decide where your next $500 goes.
Reading the search terms report like a detective
The search terms report is the only place Google shows you what people actually wanted. Here is how to read it for intent, not just for negative keywords.
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