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.
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.
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.
AI ad creative and testing: what still needs a human
Ad platforms will now generate and test creative for you. What that changes, what it does not, and the judgment calls you cannot hand over.
What you can actually afford to pay for a customer
Most Google Ads budgets are set by feel. Here is how to calculate your maximum cost per lead and cost per customer from your own margins.
Most wasted ad spend is structural, not tactical
Wasted Google Ads budget rarely comes from bad bids. It comes from how the account is built. Here is where the money actually leaks.
Which search queries are worth paying for
Not every search that mentions your product is worth a click. How to sort queries by intent and stop paying for research traffic.
Negative keywords and the discipline of maintaining them
A negative keyword list is not a setup task. It rots within weeks. Here is a maintenance routine that survives a busy month.
Account structure that still makes sense in a year
Good Google Ads structure is not about performance today. It is about being able to read the account in twelve months and know what to change.
Conversion tracking that counts real inquiries
If your Google Ads account counts form loads and page views as conversions, every bidding decision it makes is built on a lie.