Insights

Notes on Google Ads, tracking and growth.

Practical, plain-English articles from 14+ years of running paid acquisition — no fluff, no jargon.

Featured

Tracking5 min read

Why your Google Ads conversions don't match GA4

The five most common reasons the numbers disagree, and which one to trust.

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Google Ads5 min read

A practical way to decide where PMax belongs in your account.

Landing pages4 min read

Twelve checks that stop paid traffic leaking away.

Tracking5 min read

What they are, why they matter for bidding and how to set them up.

Google Ads4 min read

How to keep budget on buyer searches as your account grows.

Reporting4 min read

The four numbers that tell you whether your ads are working.

Growth4 min read

Matching the channel to how your customers actually buy.

Google Ads3 min read

An account can look tidy and still be set up wrong. A lot of waste starts with decisions made before a keyword ever enters an auction.

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