Tracking, analytics, and conversion infrastructure — no fluff.
Sending Google Ads traffic to your homepage is almost always a mistake. Here's why — and the one case where it might make sense.
Lead QualityLead quality is the metric most businesses don't track — and it's usually the missing variable when ads seem to be working but customers aren't coming.
Performance MaxGoogle pushes Performance Max for everything. For lead generation, it consistently underperforms standard Search. Here's why — and what to use instead.
Google Ads TimelineMost businesses pull the plug on Google Ads too early. Here's the honest timeline for when to expect results — and when to actually worry.
Customer Acquisition CostYour target CAC isn't a benchmark you find on a blog — it's a calculation based on your own business economics. Here's how to do it.
Google Ads SettingsGoogle's optimization score pushes recommendations that increase your spend — not necessarily your ROI. Here's what to actually pay attention to.
Agency HiringThe biggest mistake businesses make when hiring an agency is not having internal strategic direction first. Here's what you need before you bring an agency in.
Sales BenchmarksA 20% close rate is the benchmark I use across most service businesses. Here's what your close rate actually tells you about your marketing.
Data vs IntuitionSometimes the data says your campaigns are working and it still feels broken. Here's why your instincts mislead you in paid advertising — and what to trust instead.
Google Ads SettingsSearch Partners can inflate your metrics and hurt lead quality. Here's how to evaluate them and when turning them off improves performance.
Performance MaxPerformance Max is designed for ecommerce. Here's why it consistently underperforms for lead generation — and what to use instead.
Agency TransparencyAgencies report CPL because it's the only number they can control. Here's what that means for your business and what to ask for instead.
Google Ads TimelineGoogle Ads needs 90-120 days before you can make reliable decisions. Here's what's actually happening during that period — and what a realistic timeline looks like.
Google Ads AuditA real Google Ads audit starts with data integrity, not performance metrics. Here's the full process — in order — and why the sequence matters.
Broad Match StrategyGoogle recommends broad match because it increases your spend. Here's what the optimization score is actually measuring — and why ignoring it is sometimes the right call.
In-House vs AgencyThe threshold I use: $1,000 per day in ad spend. Below that, an agency makes more economic sense. Here's the full breakdown.
Agency ManagementMost businesses fire their agency too early — or too late. Here's the diagnostic framework to figure out whether the problem is actually your agency.
Sales BenchmarksA 20% close rate is the directional benchmark most service businesses should measure against. Here's how to use it and when it doesn't apply.
CPL vs CACThe 'good CPL' question is the wrong question. Here's what to calculate instead — and why the answer is specific to your business, not an industry average.
Agency ReportingYour agency reports CPL because it's the only number they can partially control. Here's what's actually going on — and what to ask for instead.
Landing PagesSending ad traffic to your homepage is like running a billboard that says 'wander around until you figure out what we do.' Here's why landing pages win.
In-House vs AgencyThe in-house vs agency debate is the wrong question. What matters is whether anyone managing your ads has the infrastructure to prove what's working.
Conversion Tracking AuditsThe first thing I check in every ad account audit isn't keywords or bids — it's conversion tracking. If your tracking is wrong, every metric is a lie.
Lead Quality vs Sales ProcessGetting leads but not customers? Before you blame the ads, look at your follow-up process. The gap between lead and customer isn't a marketing problem.
Broad MatchBroad match is Google's strategy, not yours. Here's why starting with it burns budget and what to do instead.
MarTech InfrastructureMost marketing teams don't have infrastructure — they have workarounds. Here's the difference between tools you use and systems you own.
CPL vs CACIf you care about cost per lead, you're already losing. I sat in a client meeting last Monday and watched an entire room argue about cost per lead for 45
TrackingMost businesses lose 20-40% of their conversion data before it ever reaches their ad platforms. Here's how to find and fix the leaks.