Practical Google Ads & PPC guides — no fluff, no vanity metrics.
A plain breakdown of what ongoing Google Ads management should include week to week, and what it usually doesn't, so you can sanity-check a quote.
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A practical way to calculate your Google Ads budget from CPC and conversion rate, how lead-gen and ecommerce differ, and where management fees fit in.
Read more →What YouTube ads add for ecommerce brands, realistic format options, and honest guidance on when the budget makes sense vs when it's premature.
Read more →Feed, currency, shipping and campaign structure considerations for UK ecommerce brands targeting new countries on Google Shopping, plus realistic first steps.
Read more →How poor product feed data caps Google Shopping and PMax performance, and the concrete title, GTIN, categorisation and image fixes that lift it.
Read more →Cold and remarketing traffic need different landing pages. A practical framework for what each needs, and why one generic page caps conversions.
Read more →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.
Read more →Standard Shopping vs Performance Max for ecommerce: control, reporting and when running both together protects your best-converting products.
Read more →How to improve landing page conversion rate for paid traffic: message match, single CTA, removing distractions, page speed, and the link to Quality Score.
Read more →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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