Guides
Plain-English notes on PPC, tracking, Smart Bidding and paid media data infrastructure.
Maximise Conversions beats Maximise Clicks from day one
Why the Maximise Clicks warm-up is dated advice, even for a brand-new Google Ads campaign.
Server-side tracking is not a magic recovery switch
What server-side GTM can fix, what it cannot fix, and how to avoid buying a proxy as a measurement breakthrough.
Google Ads conversion tracking not working?
A practical checklist for debugging conversion actions, GTM triggers, consent, GA4 imports and offline uploads.
Enhanced conversions for leads vs offline conversions
Enhanced conversions improve matching. Offline conversions send later business outcomes back to Google Ads.
GCLID capture for CRM and Google Ads
How click IDs, hidden fields and CRM outcomes connect the ad click to offline conversion imports.
PMax spam leads and content network arbitrage
Why Performance Max can chase cheap form fills when the conversion signal has no quality gate.
Google Ads agency vs consultant
How to choose the right PPC help when the issue is tracking, lead quality or commercial signal quality.
New customer quality is the first PPC KPI
Use new customer quality, nCAC, MER and ROAS together instead of treating platform ROAS as truth.
Lead enrichment needs workflows, not server-side GTM
n8n, Make and Zapier are better fits for qualified lead feedback, retries, CRM state and conversion retractions.
LTV by first product template
Use order-line data to find which first purchases create the best future customers.
Why Claude should not run your Google Ads
Use AI for analysis, QA and tracking. Do not pretend it has Google's auction signals.