Strategy
The LinkedIn Ads Structure Mistake That Costs You Lead Quality
Most brands judge LinkedIn Ads on cost, not structure. A year of account work shows the real loss sits in lead quality, not CPL.
PPC Strategy
Tagged articles
Strategy
What to Do While You Wait: Account Work That Does Not Reset Learning
When the right move is to wait on bids and targets, there is still useful account work: search term, placements, measurement checks, and post-click review that clean waste without resetting Smart Bidding.
PPC
When Call Assets Go Rogue
A client had 98 call conversions in two months, but most of them weren't relevant. Find out how I fixed it without losing call volume.
Strategy
The Hardest Optimisation Is Doing Nothing
Most bad account decisions come from touching campaigns when the right move was to wait: here is a four-state framework for knowing which side of that line you are on.
News
What's happening in ChatGPT Ads? A round up from August 2026
We tracked 3,286 UK advertisers running ChatGPT Ads in August (up 14% MoM): here is how commercial adoption, creative copy, and automated bidding are shaping up.
News
Retail is heading into Black Friday with bot traffic surging. Here's what to do to minimize wasted ad spend
AI Max campaigns went from the cleanest cohort in retail Search to the dirtiest in nine months. Here is what that means for your Black Friday budget.
Strategy
The Death of the Static Product Title in AI Max Shopping
Google's AI Max for Shopping brings generative product titles and a dedicated report. Why the static feed era is ending, how this echoes SA360 inventory management, and the guardrails needed before turning it on.
Strategy
The click got easier to buy, and harder to understand
Same month, one account: Meta claimed 435 sales, GA4 gave it 104, Google Ads booked 1,464, GA4 counted 2,239. Four numbers, none agree and here is what to do now.