Blog
Insights, tactics and case studies on paid search performance.
The PPC Attribution Audit: Why Your Platforms Disagree and Which Number to Trust
Google Ads, GA4 and the CRM will never agree, and that's fine. Seven checks to explain the gaps, fix double counting and conversion windows, and decide which number to optimise to and which to report.
Auction Insights Audit: What Competitor Data Actually Tells You (and What It Doesn't)
Auction Insights is the most misread report in paid search. Half of all "competitor moves" are self-inflicted. Five checks that separate real competitive signals from noise, and how to cost a response properly.
Lead Quality Audit: Why Your Cheapest Leads Cost the Most
Cost per lead is the easiest number to improve in the wrong direction. This audit reconnects the account to what happens after the form, so you can compare cost per qualified lead instead of cost per lead.
PPC Ad Copy and Creative Testing: What Still Works When the Machine Writes the Ads
Microsoft Ads for UK Businesses: The Channel Most People Ignore
Microsoft Advertising is the channel most UK businesses skip, and for some it is quietly the most profitable pound they spend. Here is who it suits, how it differs from Google, and how to run it well.
Search Terms and Negative Keywords: The Audit That Pays for Itself
Search terms are where paid search waste hides, and negative keywords are one of the few controls left over what automation buys. Here is how to audit both without blocking the queries you want.
Paid Search Audit vs PPC Management: Which Does Your Account Need?
Wasted Ad Spend: How to Find, Quantify and Recover It
Wasted ad spend is rarely one big mistake. It is usually nine small ones running quietly for months. Learn how to find each type, quantify it in pounds, and recover it without damaging performance.
Google Ads Audit: A 10-Step Process to Find Waste and Growth
PPC Budget Allocation: How to Decide Where Your Next £1 Should Go
PPC Optimisation Plan: How to Prioritise the Changes That Matter Most
Most PPC accounts have dozens of possible improvements but limited time and budget. Learn how to build a prioritised optimisation plan that identifies what to fix first, what to test and what to leave alone.
AI PPC Audit: How It Works, What It Checks and When to Trust It
Google Ads Growth Plan: 20 Ways to Scale Your Account Profitably
