PRACTICAL GUIDES FOR BETTER PAID MEDIA DECISIONS.
I write plain-English guides about Google Ads, Meta Ads, PPC budgets, lead generation and measurement, based on what I see while actually managing accounts.
START WITH THE QUESTION YOU ARE TRYING TO ANSWER.
I write these for business owners and marketing teams, not just people who spend all day inside Ads Manager. You should be able to understand the recommendation, the reason behind it and what to do next.
Some articles answer broad questions people search for. Others go deeper into PPC management, lead quality, platform problems and the decisions I make inside real accounts. I want the library to be useful whichever stage you are at.
What Does Hands-On PPC Management Actually Mean?
What hands-on PPC management should actively cover across Google Ads, Meta Ads, tracking, testing, budgets and commercial reporting.
Read the guide → PPC AuditsWhat Does a PPC Audit Actually Include?
A plain-English look at the measurement, campaign, budget, lead-quality and commercial checks a useful PPC audit should contain.
Read the guide → Lead GenerationWhy a Cheap Cost Per Lead Can Be a Terrible Result
Why CPL can improve while sales get worse, and the downstream numbers I would check before calling a lead campaign successful.
Read the guide → Google AdsShould Google Ads Optimise for Leads, Qualified Leads or Sales?
How I choose the deepest reliable Google Ads goal without leaving Smart Bidding with too little useful data.
Read the guide → Google AdsHow Many Conversions Does Google Ads Need Before Smart Bidding Works Well?
Why there is no single magic number, and how conversion quality, volume, delay and targets change the answer.
Read the guide → Meta AdsHow Much Conversion Data Does Meta Need to Learn Properly?
What Meta's 50-event benchmark means and how I approach lower-volume campaigns without chasing a status label.
Read the guide → TrackingHow Do You Feed Offline Leads and Sales Back Into Google Ads?
A practical explanation of connecting CRM outcomes to Google Ads using enhanced conversions for leads.
Read the guide → Paid Media StrategyWhy Microsoft Ads Still Has a Place Alongside Google Ads
When I would test Microsoft Advertising for additional high-intent demand and why a Google import still needs review.
Read the guide → PPC ManagementPPC Freelancer vs Agency: Which Is Actually Right for Your Business?
A practical comparison of PPC freelancers and agencies, including access, specialist depth, creative support, continuity and when each model makes sense.
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 should look like, from access and measurement checks to controlled testing 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 what to consider before hiring.
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 or disappear after submitting, 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 rebuilding the account.
Read the guide → Google AdsGoogle Ads Getting Clicks but No Calls or Enquiries? Here's What I'd Check First
The order I would use to find whether the problem is traffic, geography, landing-page conversion or tracking.
Read the guide → Google AdsHow Much Should a UK Service Business Spend on Google Ads?
A practical framework using CPC, conversion rate, customer value, geography and the lead volume the business actually needs.
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 Meta Ads budget.
Read the guide → Meta AdsMeta Lead Forms vs Landing Pages for Service Businesses
When I would use each route and how I compare lead quality beyond the headline CPL.
Read the guide → Google AdsWhy Your Google Ads ROAS Looks Strong But Your Business Isn't Profitable
How margins, product mix, attribution, returns and break-even ROAS can change what the platform number means.
Read the guide → Meta AdsWhy Your Meta Ads ROAS Looks Great But Your Revenue Isn't Growing
Why Meta 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 existing 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 paid-media experience genuinely improves decisions and internal capability.
Read the guide →