Agency insights
Thoughts and lessons on client selection, burnout, pricing, and modernising legacy accounts, from someone who's run a Google Ads for years.
Conversion tracking
Good conversion tracking helps you and Google understand what happens after someone clicks on an advert. Which leads became qualified? Which turned into customers? Which generated profit? Which campaigns are wasting your money?
I think conversion tracking is one of the highest-return improvements you can make. Once you can trust your data, almost every other optimisation becomes easier.
Conversion tracking has become one of my favourite subjects (I admit to being a geek). If you're stuck trying to work out why the numbers don't add up, or you're not sure what should be tracked, you're welcome to get in touch. No sales pitch—I'm always happy to chat.
Latest articles
Available topics
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.
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?