PRACTICAL GUIDES FOR BETTER PAID MEDIA DECISIONS.
Detailed thinking on Google Ads, Meta Ads, budgets, measurement and lead generation, written from hands-on account experience rather than generic benchmarks.
START WITH THE QUESTION YOU ARE TRYING TO ANSWER.
These guides are designed for business owners and marketing teams who need the reasoning behind a recommendation, not a single number copied from another account.
The library now covers PPC management decisions, service-business lead generation, platform troubleshooting, budgets and industry-specific acquisition.
PPC Freelancer vs Agency: Which Is Actually Right for Your Business?
A practical comparison of PPC freelancers and agencies, including cost, access, specialist depth, creative support, continuity and when each model makes sense.
Read the guide →PPC ManagementWhat Should a PPC Freelancer Actually Do Every Month?
What ongoing PPC management should include each month across Google Ads and Meta Ads, from measurement and budget decisions to creative testing coordination and reporting.
Read the guide →PPC ManagementHow Much Does PPC Management Cost in the UK? Freelancer vs Agency Pricing Explained
An evidence-led UK pricing guide using current provider data, with a clearer look at single-platform, multi-platform and agency scope.
Read the guide →PPC ManagementHow Much Does PPC Management Cost in the US? Freelancer vs Agency Pricing Explained
An evidence-led US pricing guide using current agency and marketplace data, with clear caveats around freelancer and multi-platform pricing.
Read the guide →PPC ManagementWhat Should You Expect in the First 90 Days With a PPC Freelancer?
What the first 90 days of working with a PPC freelancer should look like, from access and measurement checks to controlled testing, creative coordination and a clearer growth plan.
Read the guide →Google AdsShould You Hire Someone to Manage Google Ads or Do It Yourself?
When DIY Google Ads is sensible, when specialist management becomes worthwhile, and the practical factors to consider before hiring a freelancer or agency.
Read the guide →Meta AdsMeta Ads for Home Improvement Companies: Turning Visual Work Into Qualified Enquiries
How I would use Meta Ads for home improvement lead generation, including creative, qualification, service areas, lead forms, landing pages and sales follow-up.
Read the guide →Google AdsGoogle Ads for Home Improvement Companies: How I’d Build Around High-Value Enquiries
How I would structure Google Ads for home improvement companies around high-value enquiries, including service intent, search terms, geography, landing pages and call tracking.
Read the guide →Google AdsGoogle Ads for Dentists: How I’d Approach Generating More Private Patient Enquiries
How I would approach Google Ads for a private dental practice, including treatment-specific intent, geography, landing pages, call tracking, booked consultations and patient value.
Read the guide →Meta AdsWhy Do Meta Leads Say They Never Filled In Your Form? And Why Won’t They Answer the Phone?
Why some Meta leads deny enquiring, disappear after submitting, or never answer, and what I would check before blaming targeting.
Read the guide →Meta AdsMy Meta Ads Were Working. Why Have They Suddenly Stopped Generating Leads?
A diagnostic process for separating normal volatility from a real Meta performance problem before you start rebuilding the account.
Read the guide →Google AdsGoogle Ads Getting Clicks but No Calls or Enquiries? Here’s What I’d Check First
Clicks without enquiries are a funnel problem. Here is the order I would use to find whether the issue is traffic, geography, page conversion or tracking.
Read the guide →Google AdsGoogle Ads for Pool Builders: How I’d Approach Generating High-Value Enquiries
A Google Ads approach built around pool installation enquiries and qualified consultations rather than treating every pool-related search as equal.
Read the guide →Meta AdsMeta Ads for Kitchen & Bathroom Renovation Companies: Turning Before-and-Afters Into Qualified Enquiries
How I would turn visual renovation work into qualified local enquiries without judging the campaign on cheap lead forms alone.
Read the guide →Google AdsGoogle Ads for Landscaping & Hardscaping Companies: Getting High-Value Projects, Not Lawn-Mowing Leads
A Google Ads strategy for companies that want design, hardscaping and outdoor-living projects rather than letting cheap maintenance searches eat the budget.
Read the guide →Meta AdsMeta Ads for Paving Companies: Can Facebook & Instagram Generate Good Driveway Leads?
Meta can create driveway demand before the Google search. The challenge is using project proof and qualification to turn attention into worthwhile quotes.
Read the guide →Google AdsHow Much Should a UK Service Business Spend on Google Ads?
A detailed framework using CPC, conversion rate, customer value, geography and useful lead volume.
Read the guide →Meta AdsHow Much Should a Service Business Spend on Meta Ads?
How customer value, close rate, lead volume, creative and follow-up shape a useful budget.
Read the guide →Meta AdsMeta Lead Forms vs Landing Pages for Service Businesses
When to use each route and how to compare lead quality beyond the headline CPL.
Read the guide →Google AdsWhy Your Google Ads ROAS Looks Strong But Your Business Isn't Profitable
Margins, product mix, Performance Max, attribution, returns and break-even ROAS.
Read the guide →Meta AdsWhy Your Meta Ads ROAS Looks Great But Your Revenue Isn't Growing
Why platform attribution can look healthy while total revenue and profit barely move.
Read the guide →StrategyMeta Ads vs Google Ads for Ecommerce: How to Decide Which to Run First
A practical decision framework based on demand, creative, margin and available budget.
Read the guide →ConsultingWhen Does a Growing Ecommerce Brand Actually Need a Paid Media Consultant?
The situations where outside experience genuinely improves decisions and capability.
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