Practical Google Ads & PPC guides — no fluff, no vanity metrics.
Real causes of a mobile PPC conversion gap, how to diagnose it in GA4 and Google Ads device data, and practical fixes beyond a bid adjustment.
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Cold and remarketing traffic need different landing pages. A practical framework for what each needs, and why one generic page caps conversions.
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How to improve landing page conversion rate for paid traffic: message match, single CTA, removing distractions, page speed, and the link to Quality Score.
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Feed, currency, shipping and campaign structure considerations for UK ecommerce brands targeting new countries on Google Shopping, plus realistic first steps.
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How poor product feed data caps Google Shopping and PMax performance, and the concrete title, GTIN, categorisation and image fixes that lift it.
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What YouTube ads add for ecommerce brands, realistic format options, and honest guidance on when the budget makes sense vs when it's premature.
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Standard Shopping vs Performance Max for ecommerce: control, reporting and when running both together protects your best-converting products.
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How to derive a real target CPA or ROAS from your margin, average order value and lifetime value — instead of copying an industry-average number.
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Which Google Ads metrics are vanity (impressions, CTR) and which actually matter: margin-aware CPA, incremental volume, ROAS vs POAS.
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Twelve concrete, observable signs your Google Ads account needs an independent audit — from rising CPA to inherited account structure and stale negatives.
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