Insights
Everything, newest first.
Page 7 of 9, working back through 101 articles.
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Choosing a bidding strategy when what you sell is enquiries
Your Google Ads bidding strategy matters less than the data you feed it. Here is how to choose between the three that suit lead generation.
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Why your page converts at two percent when the median is 6.6
A Google Ads landing page converting at 2% against a 6.6% median is losing most of your budget. Here is what usually causes the gap, in order.
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Thirty minutes a month on the words you never want to pay for
Google Ads negative keywords are the cheapest fix in a search account. Here is how to build a list properly, at the right level, in half an hour.
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When Performance Max sends you leads that go nowhere
Performance Max lead quality problems are usually a signal problem. Here is how to give it better data and take back the control that matters.
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The half hour nobody spends, and where the money still is
The Google Ads search terms report shows what people actually typed. Reading it by hand is unfashionable and still the fastest way to cut waste.
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Spending more without paying more for every lead
Scaling Facebook ads usually pushes cost per lead up. Here is how one account held $2.68 across 5,599 leads while the budget kept rising.
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The setting most Meta accounts get wrong once and never revisit
The Meta ads optimization event decides who the algorithm goes looking for. Set it wrong and it will find you the wrong people, very efficiently.
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A weekly rhythm for testing ads, and why most tests prove nothing
Facebook ad creative testing fails when budgets are too small to read. Here is a weekly rhythm that produces answers you can actually act on.
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Creative is the targeting now
Meta ads audience targeting used to be the main lever. Broad targeting with strong creative now beats hand-built interest stacks in most accounts.
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Instant forms or a landing page, and when each one wins
Facebook lead ads produce cheaper enquiries than a landing page, and often worse ones. Here is how to decide which your business should run.
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Cut what a lead costs without losing the volume
Most attempts to reduce cost per lead just buy worse leads. Here is the order that works, from tracking to creative, with what to leave alone.
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Search, social and SEO, priced side by side
Comparing cost per lead by channel is where most budget decisions go wrong. Here is why the cheapest enquiry is often the most expensive customer.
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