How this work actually gets done.
What we would tell you on the call, written down. No gated PDFs, no email wall.
Paid search
Google Ads optimization: the order of work
Most accounts get optimized in the wrong sequence, rewriting ads every week while tracking is broken. The order that actually moves cost per lead, and what matters in each area.
September 3, 202616 min read
Paid search
How to lower cost per lead in Google Ads
The order we work an account in when cost per lead is too high: what to measure, where the waste hides, and which changes actually move the number. With the settings and reports named.
September 2, 202611 min read
Paid search
What is a good cost per lead?
There is no universal answer, and the benchmark tables can't give you one. Here is the backward calculation that turns your margin and close rate into a lead cost your business can actually sustain.
September 1, 20269 min read
Paid search
How to lower CPC in Google Ads
You don't pay your bid. Ad Rank and Quality Score decide what a click actually costs, which is why relevance is a discount rather than a vanity metric. How to collect it without buying worse traffic.
August 31, 20269 min read
Paid search
Google Ads negative keywords: the practical guide
Negative match types don't work the way positive ones do, and the search terms report doesn't show you everything. What that means in practice, plus a starting list and a weekly cadence with real thresholds.
August 30, 20268 min read
Paid search
Google Ads conversion tracking
Smart Bidding optimizes toward whatever you marked as a conversion. Point it at revenue and it chases customers; point it at a thank-you page and it chases form-fillers. How to wire the signal properly.
August 29, 202612 min read
Paid search
Google Ads landing pages that lower cost per lead
Cost per lead is spend divided by leads, so raising conversion rate on the same traffic lowers CPL with no change to bids. The post-click work that does it, for paid traffic specifically.
August 28, 202610 min read
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