Agency insights
Thoughts and lessons on client selection, burnout, pricing, and modernising legacy accounts, from someone who's run a Google Ads for years.
Writing Callout Extensions
Published April 2021. Last updated July 2026.
I find it incredibly difficult to start writing. Staring at an empty screen waiting for inspiration to strike.
My friend (and former business partner) Peter Carruthers taught me that it’s easier to edit than to write. Polishing existing writing is a joy compared with starting from scratch.
I’ve used this approach for writing Google Ads for more than a decade. Being a geek I wrote a program that takes a Google Ads campaign structure - ad groups and keywords - and spits out draft ads. Editing the computer's drafts into something useable is a piece of cake.
But I’ve always come up with ad extensions the hard way: staring at the screen waiting for inspiration to strike.
No more...
Andrea Cruz of KoMarketing shared 112 examples of Google Ads Callout Extensions. They make a great starting point. They're here.
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?
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