Agency insights
Thoughts and lessons on client selection, burnout, pricing, and modernising legacy accounts, from someone who's run a Google Ads for years.
Published September 2023. Last updated July 2026.
I've been helping two new clients set up automatic quote follow-ups on SalesMotor. One prepares quotes in Word, the other in Excel.
Both of their quote templates were well laid out. They included things like the logo, the business address, small print and so on.
But, there is a problem with emailing quotes in Word or Excel: There is no guarantee that the quote will look like it should.
The recipient's computer opens Word or Excel documents in whatever program they use. It might be Pages, Numbers, Google Docs, Google Sheets, Libre Office or some other software.
These programs are prone to mangling Word and Excel files.
This is especially true for something like a quote because the layout is complex. It has rows and columns, a logo or letterhead and possibly the formulae needed to produce the totals.
There is also another problem. Excel and Word attachments are often blocked or flagged as dangerous or even blocked by email service providers.
That means your carefully prepared quote might never be seen by your potential customer.
The answer is to send your quotes in PDF format.
PDFs generally look the same no matter what program you use to open them. They're also less likely to be flagged by internet service providers.
You can probably export / save a PDF from whatever you use to prepare your quotes. In Word and Excel you can do this from the Save As dialog.
I’ve long believed Google Ads is only profitable when the processes around it work. One of the most important is how quotes turn into sales.
Many businesses can’t answer a basic question: Did this ad actually make us money? Why is something so important invisible inside the software that runs the business? The reason is simple. Advertising systems are designed to measure marketing activity. Business systems are designed to manage operations and finances. Neither system was designed to understand the full journey from ad click to revenue.
Google Ads can be a reliable source of new clients for Canadian immigration lawyers and consultants. The ads bring enquiries. But there is one question many firms can't answer: Are those leads actually turning into paying clients?
There is an invisible problem that could be draining your ad budget or causing you to miss sales. If you use a call tracking platform for call assets or landing page numbers, you might be at risk.
I spoke recently with my friend Liam Lezra, who knows more about marketing for auto repair shops than anyone I know. Our conversation turned to a problem he runs into often.
It decays when people change things without understanding how systems are connected. And this makes life very difficult for anyone managing Google Ads. You end up basing important decisions on distorted data.
Thoughts and lessons on client selection, burnout, pricing, and modernising legacy accounts, from someone who's run a Google Ads for years.
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