Most marketing decisions are based on opinion, not evidence

A quick test, how many of these can you answer?

• Which Google Ads campaigns generate the most profit?
• Which products or services are losing money?
• Which lead source produces the best customers?
• Is the person managing your Google Ads making the best decisions for the business?

If you can’t answer some of them, you’re not alone.

And if some of your answers are based on gut feel rather than solid evidence, you’re not alone either.

Every day businesses make important decisions about Google Ads.

• Which campaigns deserve more budget?
• Will an expensive website upgrade get us better leads?
• Should you advertise another service?
• Should you run ads 24/7 or only during working hours?
• Should you put a click-to-call button on your ads?

Most of these decisions come down to the judgement of the person managing your Google Ads.

If they're experienced, they'll often make the right call.

But without evidence, nobody knows when they're wrong. Or whether a different decision would have produced a better outcome.

The problem is that most of the evidence you need for profitable Google Ads isn't inside the ad account.

I had a client whose bookings dropped immediately after we made major changes to their Google Ads.

Everyone assumed the ads were responsible.

They weren't.

The CRM showed the resort was already fully booked for the school holidays. People were still clicking the ads, but there was no capacity left.

Without that evidence we'd have undone the changes to the Google Ads, made the advertising worse, and still not have solved the real problem.

If you can't see what happens from click to customer, you're missing evidence you need to make better decisions.

The Google Ads Evidence Scorecard will show you where those evidence gaps are. In about five minutes you'll discover:

• Which important decisions are backed by evidence.
• Where the evidence gaps are.
• Which blind spots are preventing better decisions.
• What to improve first.

Take the free scorecard and discover where your Google Ads decisions are backed by evidence, and where they're still based on guesswork.