Agency insights
Thoughts and lessons on client selection, burnout, pricing, and modernising legacy accounts, from someone who's run a Google Ads for years.
Why your Google Ads results depend on what happens after the click
Published June 2025. Last updated July 2026.
I joined Michelle Kop for a really fun chat on her PPC Hot Takes show.
My argument was that your biggest opportunities to improve Google Ads results often lie outside the ad platform.
We covered a lot of ground from old mistakes (that people still make today) to what actually moves the needle on lead-to-sale conversion.
Here are some of the main things we discussed:
- Your biggest influence as an advertiser happens outside the Google Ads account.
- Many businesses still mishandle leads.
- Post-click optimization is more than landing page tweaks.
- Speed to lead is critical — faster responses mean more sales.
- Most PPC managers focus too much on in-platform tweaks.
- Landing pages must align tightly with ad messaging.
- Diagnosing poor sales starts with tracking the lead flow.
- Many businesses are slow to adapt.
- It’s OK to have hard conversations with clients.
If you’ve ever had a client say "My leads aren’t converting", or you’ve struggled to improve lead quality you might find this useful.
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.
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