Agency insights
Thoughts and lessons on client selection, burnout, pricing, and modernising legacy accounts, from someone who's run a Google Ads for years.
3 thought-provoking questions
Published December 2024. Last updated July 2026.
I recently came across the work of user experience designer Pavel Samsonov. He shared three thought-provoking questions that really cut through the fluff.
I thought you might find them as interesting as I did.
- What's your strategy for growing revenue?
- What's your leading indicator for whether that strategy is working?
- What customer behaviour drives that metric?
Most Google Ads Problems Aren't Google Ads Problems
If my writing resonates with you, I'd like to give you a copy of my book, Profitable Google Ads. The book was written for business owners, but many PPC professionals have found it valuable too.
Before you download it, what describes you best?
Related articles
The book I couldn't write today
Online advertising sprays data everywhere
Ignore the AI hype. Watch the engineering.
You can't afford to be sloppy anymore
Tried to Fix Lead-to-Sale with Software. Here's What Actually Happened.
"We Tried That, and It Didn’t Work” – How to Overcome Resistance to Change
Topics you'll find on this site
Conversion tracking
Understand what happens after someone clicks your advert. Subjects include offline conversions, CRM integration, attribution, auditability and marketing instrumentation.
Essays and thinking
Articles about marketing, engineering, AI and problem solving that don't fit neatly into the other topics. These are some of the ideas and experiences that have shaped how I think.
Google Ads for lead generation
Learn how to use Google Ads to generate profitable leads. Subjects include campaign strategy, bidding, targeting, optimisation and the challenges of running lead generation campaigns.
Landing pages
Things I've learned about high-converting landing pages. Subjects include copywriting, page structure, forms, trust, conversion rate optimisation and user experience.
Lead quality
Understand why some leads become customers while others don't. Subjects include diagnosing poor leads, qualification, filtering junk leads and improving the feedback you send to Google Ads.
Sales Process
What happens after a lead has been generated determines if Google Ads is profitable. Subjects include first contact, follow-up, quoting, lead nurturing and turning more enquiries into customers.