PPC & CRO — No bullshit
Paid media that
actually works
Google Ads Featured article
11 signs your Google Ads agency isn't working
Eleven checks you can run yourself in your Google Ads account to see if your agency is doing the work, and which dips aren't their fault.
All articles 128 articles
11 signs your Google Ads agency isn't working
Eleven checks you can run yourself in your Google Ads account to see if your agency is doing the work, and which dips aren't their fault.
October 2026
Google Ads account handover from an agency: 14-day plan
Taking over a Google Ads account from an agency? 14-day plan: admin access, unlinking the MCC without stopping ads or conversions, what not to touch.
October 2026
Google Ads for Shopify Stores: Feed, Tracking and Campaigns
Google Ads on Shopify without surprises: the Google & YouTube app, a feed Merchant Center accepts, and purchases that aren't counted twice.
October 2026
What Google Ads Management Includes (and What It Doesn't)
Monthly Google Ads management, task by task: what happens weekly, what sits outside the fee, what a useful report shows and how to check the work.
October 2026
How Long Does Google Ads Take to Work? Month by Month
Google says judge bidding after 2 conversion cycles or 50 conversions, and give PMax 6 weeks. What to expect in months 1, 2-3 and 4-6.
October 2026
Google Ads Not Converting? Diagnose It by Symptom
Google Ads not converting? Six symptoms, from clicks with no sales to numbers that don't match your CRM: what to check first and how to fix it.
October 2026
How to choose a PPC agency or freelancer without lock-in
Before you sign with a PPC agency or freelancer, check who will own your accounts. A six-question checklist to run first.
October 2026
Audit competitor SEO with Claude: the working method
How to audit competitor SEO with Claude: content gaps, intent per URL and cluster analysis, without the model inventing a single number.
September 2026
Heatmaps and session recordings: CRO for ecommerce
Ecommerce heatmaps and CRO: what each map actually answers, the sampling trap in recordings, and the privacy duties almost nobody covers.
September 2026
Daily campaign monitoring: rules, scripts and Claude
How to build daily campaign monitoring in Google Ads with rules, scripts and Claude, without ending up muting your own alerts.
September 2026
Claude for translating and localising ecommerce content
Translate and localise an ecommerce catalogue with Claude without flat machine copy: glossary, batching, reviewable diffs and hreflang.
September 2026
Shopify site speed: a real audit, and real fixes
A Shopify site speed audit: what the admin report actually measures, which app and theme fixes pay off, and what the platform locks away.
September 2026
Q4 budget: how to split it between Google and Meta
How to split a fixed Q4 budget between Google and Meta when both platforms claim the same sales. Stop adding up platform ROAS.
September 2026
Shopify: GA4 and Meta CAPI without paid apps
How to set up GA4 and Meta's Conversions API on Shopify using the native channels and Customer Events, and how to verify it works.
September 2026
AI for B2B lead qualification: what to delegate
Use an LLM to triage and enrich inbound B2B leads before a rep reads them. What the model can decide, what it can't, and how to keep a trail.
September 2026
Performance Max at Black Friday 2026: what to touch
Performance Max at Black Friday 2026: how to scale budget without resetting learning, and what to fix in the days right after the peak.
September 2026
B2B nurture sequences: making ads and email one system
Run paid ads and email nurture as a single B2B sequence: stage mapping, when to suppress spend, list syncing and honest combined measurement.
September 2026
Claude prompts for PPC: build a reusable library
How to build a library of Claude prompts for PPC: what goes in the project, what goes in the prompt, and where the system breaks.
September 2026
Shopify Black Friday SEO: technical checklist 2026
The technical SEO checklist for Shopify before Black Friday 2026: seasonal collections, redirects, facets, canonicals, sitemap and page speed.
September 2026
ABM with Google Ads: when it actually makes sense
ABM in Google Ads: what you can really target, why company-level targeting doesn't exist, and the deal size that justifies building it.
September 2026
Google Shopping before Black Friday: what to prep in 2026
Google Shopping for Black Friday 2026: what to check in Merchant Center, when to submit promotions, and which bids to leave alone.
August 2026
CRM and B2B advertising: optimize for lead quality
Connect your CRM to B2B advertising with offline conversions: close the lead-to-customer loop and optimize for quality, not volume.
August 2026
Shopify variant SEO: how to avoid cannibalization
Shopify variants create ?variant= URLs that cannibalize. When to use canonical, when to index a variant of its own, and how to structure it.
August 2026
Q4 2026 advertising strategy: how to prep from August
Get your Q4 and Black Friday 2026 ads ready from August: calendar, budget, bidding, audiences, creatives and a tracking checklist.
August 2026
Social Proof and Testimonials That Convert: CRO Guide
Social proof that moves conversion: types, where to place it, how to ask for specific testimonials. Honest CRO guide, no made-up numbers.
August 2026
B2B lead scoring: prioritize leads without over-engineering
Prioritize B2B leads with a simple fit-and-behavior model. Which signals matter, which are vanity, and how not to over-engineer it.
August 2026
Shopify international SEO: hreflang, markets, and translations
International SEO on Shopify: Markets, subfolders vs domains, hreflang gaps, translations and duplicate content. A technical checklist.
August 2026
B2B cost per lead: how to calculate and optimize it
Work out your real B2B CPL, track it through to cost per SQL and per customer, and lower the cost without wrecking lead quality.
August 2026
B2B funnel mapping: TOFU, MOFU and BOFU in paid campaigns
Map TOFU, MOFU and BOFU onto your B2B paid campaigns: goal, message, offer and metric per stage. The mistake of measuring everything the same.
August 2026
Claude agents for digital marketing: a practical guide
What a Claude agent is, when it helps, and when it's overkill. Real cases for consultants: audits, search terms, and reporting.
August 2026
B2B Lead Generation in 2026: The Complete Guide
Complete B2B lead generation guide: ICP, channels, offer, MQL/SQL qualification, cost per lead and per SQL, and honest measurement.
August 2026
Claude for Generating CRO Hypotheses from Analytics Data
A workflow to export GA4 data, feed it to Claude, and generate prioritized CRO hypotheses with ICE/PIE. From data to test, no fluff.
August 2026
B2B Landing Pages: Capturing Qualified Leads
How to structure a B2B landing that captures qualified leads, not just volume: ad match, value proposition and forms that filter.
August 2026
Shopify blog SEO: use the blog to rank 2026
How to use the Shopify blog for SEO: capture informational searches, link to collections, and the mistakes that make it useless.
July 2026
CRO copywriting for product pages 2026
Persuasive copywriting for product pages: benefits over features, scannable text, and microcopy that reduces friction.
July 2026
Mid-year campaign audit: 2026 checklist
A checklist to audit your Google Ads and Meta campaigns mid-2026: tracking, wasted spend, bids, creative, and measurement.
July 2026
Google Ads B2B: lead quality and offline conversions
Get quality B2B leads in Google Ads by importing offline conversions from your CRM, so bidding optimizes for good leads.
July 2026
Shopify FAQ schema without an app: honest 2026 guide
How to add FAQ schema in Shopify without an app, and the truth about rich results: today it's for AI and entity, not stars.
July 2026
Internal linking in Shopify: 2026 SEO guide
How to build internal links in Shopify so collections and products rank: structure, anchor text, and orphan products.
July 2026
Claude MCP for consultants: connect data to AI
What MCP is and how a consultant connects Claude to Google Ads, GSC and Shopify: real use cases, setup, and security limits.
July 2026
Audience layering in Google Ads: targeting vs observation
Audience layering in Google Ads: when to use observation vs targeting, which audiences to layer, and the mistakes that cost volume.
July 2026
Shopify meta tags: titles and meta descriptions 2026
Manage Shopify meta tags: titles and meta descriptions, where to edit them, the defaults that fail, and how to do it at scale.
July 2026
Shopify collection page SEO: the 2026 technical guide
Collections rank for high-volume category queries. 6 levers to optimize them: title, dual description, schema, filters, and internal linking.
July 2026
Shopify 404 pages: detect, redirect and reduce their SEO impact
A poorly managed 404 on Shopify loses traffic and authority. How to detect 404s, decide when to redirect, and improve the error page.
July 2026
Claude for competitor research: a consultant's guide
How to use Claude for competitor research in PPC and marketing: which tasks to delegate, what data to feed it, and what to verify.
July 2026
Summer sales 2026: Google and Meta campaigns
Prep your Google Ads and Meta campaigns for the 2026 summer sales: dates, structure, budget split, and the mistakes to avoid.
July 2026
Claude for meta descriptions at scale: 2026 guide
Generate meta descriptions at scale with Claude for ecommerce: the prompt, the CTR rules, and how to validate without inventing claims.
July 2026
Shopify product page SEO: 6 levers for PDPs in 2026
PDPs convert 2-4x the homepage. 6 technical levers in Shopify (title, schema, images, variants, reviews) to rank and sell more.
June 2026
Google Ads for B2B: Lead Generation in 2026
Google pushes PMax by default in B2B. It's a costly mistake: 51% higher CAC and lower-quality leads. What to use instead in 2026.
June 2026
Shopify canonical tags: 5 common errors and their fixes
Shopify auto-generates canonicals, but fails in 5 scenarios (variants, filters, tags, multi-domain). Liquid snippets to fix each in the theme.
June 2026
Mobile CRO Ecommerce: 5 Friction Points That Cost
Mobile converts 2-3 times worse than desktop in most ecommerce. Real causes, metrics to track, and mobile-specific CRO tests that work.
June 2026
Automating Paid Media Reports with Claude + Looker Studio
How to combine Looker Studio for dashboards and Claude for narrative and analysis: monthly reports that stop being a repetitive manual job.
June 2026
Claude for Search Terms Analysis in Google Ads
How to process thousands of search terms with Claude to find negatives, intent, and hidden gems that a manual analysis can't catch.
June 2026
Claude for digital marketing consultants: the 2026 guide
How to use Claude to save 14h/week as a PPC, SEO or CRO consultant: 5 workflows, reusable prompts, and where the model still fails.
June 2026
Claude for Ecommerce Content Ops: From Catalog to Listing
How to use Claude to produce product descriptions, FAQs, alt text and meta tags at scale in ecommerce — without losing coherence or accuracy.
June 2026
Shopify sitemap: 5 automatic sitemaps and how to audit them
Shopify generates 5 sitemaps automatically (products, collections, pages, blogs, index). How to audit, common errors, and what to do with Markets.
June 2026
Digital Advertising 2026: First-Half Review
What actually shifted in digital ads in H1 2026: AI Overviews, Performance Max, cookieless measurement, and where to move budget in H2.
June 2026
Core Web Vitals on Shopify: how to improve them in 2026
LCP, INP and CLS are the 3 metrics Google measures on Shopify. Technical guide with the real levers (not magic apps) to go from red to green.
June 2026
Shopify Liquid for SEO: useful snippets for themes in 2026
5 Shopify SEO areas live in Liquid, not the admin. Practical snippets for meta tags, JSON-LD, hreflang and Open Graph that scale to thousands of URLs.
June 2026
Using Claude for SEO Audits
A consultant's real workflow to speed up SEO audits with Claude: prompts, data prep, and honest limits of the model in 2026.
May 2026
Shopify Redirects and SEO
A practical guide to Shopify URL redirects: where they live, what redirects automatically, bulk CSV imports, and migrating without 404s.
May 2026
Google Shopping vs Performance Max: How to Decide in 2026
91% of PMax accounts cannibalize Shopping traffic. Data-backed guide to picking the right option for your budget.
May 2026
Schema Markup for Shopify
What schema Shopify Dawn ships by default, what it leaves out, and how to add JSON-LD manually to earn rich results in Google.
May 2026
Shopify Image Optimization
Technical Shopify image optimization: WebP, AVIF, responsive image_url, lazy loading, and LCP. Real Liquid code, concrete fixes.
May 2026
Shopify SEO for Ecommerce 2026: Complete Guide
Complete 2026 Shopify SEO guide: URL architecture, schema, Core Web Vitals, internationalization, audit workflow, and roadmap by store size.
May 2026
Shopify SEO Audit with Claude: the step-by-step process
How I audit a Shopify store in 2-3 hours instead of 2 days using Claude. Real workflow, copy-ready prompts and what the AI should never do alone.
May 2026
Ad copy testing in Google Ads: how to design rigorous RSA tests
RSAs don't test like ETAs did. Methodology, metrics, and common mistakes for designing valid Responsive Search Ads tests in 2026.
May 2026
Google Ads Audit: A 10-Step Checklist for 2026
A Google Ads audit in 10 steps: conversions, search terms, bidding and PMax. In 15,666 accounts, 25% had no negative keywords at all.
May 2026
Google Ads Consultant Cost: 2026 Pricing Guide
Freelancers charge €200-1,000/mo, agencies €1,500-5,000/mo. Real pricing data and how to pick the right payment model for your budget.
May 2026
Shopify SEO Mistakes: The 12 Most Common (and How to Fix Them)
The 12 SEO mistakes I keep finding on Shopify audits: canonicals, variants, robots.txt.liquid, sitemap, alt text. With code and concrete fixes.
May 2026
Shopify SEO vs WordPress SEO: Key Differences
Shopify SEO vs WordPress: what actually changes for ecommerce (URLs, schema, speed, plugins, international). Insights from real audits.
May 2026
Google Ads Consultant vs Agency: Which Is Right (2026)
Agency or freelance consultant for Google Ads? There's no universal answer. Here's the honest breakdown with the criteria that actually matter.
May 2026
Google Ads for ecommerce: the first 30 days step by step
What to set up, what to check, and what not to touch in the first 30 days of Google Ads for ecommerce. A practical guide based on real accounts.
April 2026
Negative Keywords Google Ads: Strategy and Master Lists 2026
How to build, maintain, and organize negative keyword lists in Google Ads. Strategy, common mistakes, and the monthly cycle I run on real accounts.
April 2026
How Much Does Google Ads Cost in 2026?
Google Ads costs rose 12.88% in a year. Here's what you actually pay by industry in 2026 — and how to bring it down.
April 2026
Dynamic Search Ads for Ecommerce: Essential Guide 2026
15% of Google searches are new every day. DSA captures what keywords miss. Setup, page feed, exclusions, and DSA vs PMax for ecommerce.
April 2026
Search Terms Report Google Ads: Audit & Hidden Gems
Practical guide to auditing the Google Ads search terms report: catch wasted spend, build negative lists, and surface hidden gems every week.
April 2026
Google Ads for ecommerce: structure, feed and ROAS 2026
How to run Google Ads for an online store: brand, Search, Shopping vs PMax, feed, conversion values, margin-based ROAS and budget by stage.
April 2026
Google Ads Keyword Match Types in 2026: A Complete Guide
Google Ads has 3 keyword match types: broad, phrase and exact. How each works in 2026, what replaced broad match modifier and which fits your bidding.
April 2026
Remarketing with Google Ads: Practical Guide 2026
70% of carts are abandoned. Remarketing converts them at 3-5x lower CPA. RLSA, dynamic remarketing, and PMax audiences for 2026.
April 2026
Vanity Metrics in Digital Advertising: Which Ones to Ignore
Your CTR is up but sales aren't. Vanity metrics in digital advertising are misleading you. Find out which ones to ignore.
April 2026
Google Ads Consultant: What They Do & What to Expect (2026)
Google Ads consultant: what they do day-to-day, when to hire one over an agency, and how to spot a weak one fast.
April 2026
Smart Bidding Google Ads: When It Works and When It Fails
Smart Bidding needs 150+ conversions/month to work. The 4 requirements, 5 failure signals, and when manual CPC still wins.
April 2026
70+ Free Claude Code Marketing Skills: The Complete Ungated List
70+ free Claude Code skills for SEO, PPC, CRO, and analytics. Copy them, customize them, and avoid the autopilot mistake most marketers make.
March 2026
ChatGPT for advertising: how to use it in Google Ads and Meta Ads
ChatGPT for Google Ads and Meta Ads: proven prompts to generate ad copy, value propositions, and creative briefs. Copy and use them today.
March 2026
Google Shopping Campaign Structure in 2026: A Practical Guide
Google Shopping campaign structure for 2026: Standard Shopping, PMax, custom labels, and the hybrid strategy step by step.
March 2026
AI and Automation in Digital Advertising: Complete 2026 Guide
AI automation in Google Ads and Meta Ads: scripts, automated rules, ChatGPT prompts, and generative AI workflows you can copy today.
March 2026
Performance Max for Ecommerce in 2026: The Complete Guide
Performance Max for ecommerce: asset groups, audience signals, hybrid strategy, and the 6 mistakes that waste the most budget in 2026.
March 2026
Automated rules in Google Ads and Meta Ads: practical guide 2026
10 automated rules for Google Ads and Meta Ads you can copy now: budget caps, bid adjustments, and alerts. No scripts required.
March 2026
Google Ads Scripts: automate tasks without knowing how to code
7 Google Ads Scripts you can copy and paste: budget alerts, keyword pausing, and bid adjustments. No coding experience required.
March 2026
23 CRO Blogs to Learn Conversion Rate Optimization
23 best CRO blogs ranked by type: agency, SaaS, copywriting, and analytics. What you'll actually learn from each one. Updated 2026.
March 2026
TikTok Ads 2026: Why Most Fail in 2 Seconds (and the Fix)
Most TikTok Ads lose the viewer in 2 seconds. Setup, targeting and creative formulas that stop the scroll. Real 2026 playbook.
March 2026
Why your website doesn't appear on Google: complete guide
90% of pages get zero organic traffic. Find what's blocking your site from ranking and why it matters even more if you run Google Ads.
March 2026
Andromeda: Meta's Advertising AI Explained (2026)
Andromeda is Meta's AI gatekeeper that decides which ads compete. How it works, what the data says, and what it means for your results.
March 2026
Google Ads Quality Score: What It Affects and How to Fix It
Quality Score isn't an auction input, but ad quality still shapes your CPC. Read the 3 components per keyword and fix what drags your score down.
March 2026
Hotel Brand Protection with Google Ads: A Practical Guide
OTAs bid on your hotel name and take 15-25% commission on guests already coming to you. Stop it with Google Ads. Step by step.
March 2026
Google Ads Mistakes: Complete Guide to Profitable Campaigns
45 Google Ads mistakes ranked by impact: negative keywords, Quality Score, bidding errors, and more. Find what's costing you money.
April 2025
Does Google Ads still work for local businesses? 2026 guide
Does Google Ads still work for local service businesses? Yes, with the right location setting, call tracking and campaign type. 2026 setup guide.
April 2025
Lookalike Audiences in Meta Ads: Complete 2026 Guide
Lookalike audiences in Meta Ads: seed quality, 1%-10% sizing, Advantage+ Audiences, and how to find new customers without waste.
April 2025
Meta Ads Attribution Models: The Complete Guide 2026
Without CAPI, you lose 25-30% of your conversion data before analysis begins. Meta attribution changed again in 2026. Here's how.
April 2025
Google Trends for Google Ads: How to Budget Smarter in 2026
Use Google Trends to plan your Google Ads budget: Keyword Planner, Performance Planner, Trends API, and Data Studio workflow.
February 2023
Google Ads Ad Copy: A Complete Guide to Writing Ads in 2026
You get 30 characters per headline to beat every competitor on the same query. Here's how to write Google Ads copy that wins in 2026.
February 2023
Meta Ads Inspect Tool: How to Diagnose Ad Performance in 2026
The Meta Ads inspect tool reveals delivery data, auction overlap, and audience saturation. Diagnose ad fatigue and fix drops fast.
May 2022
The Meta Ads Learning Phase: A Complete Guide for 2026
Exit the Meta Ads learning phase faster: hit 50 events in 7 days, avoid the edits that reset it, and stop pausing too early.
November 2021
Marketing Agency or Consultant: How to Choose in 2026
Agency, freelance consultant, or internal team? Real pros and cons of each option to help you make the right marketing hire.
February 2021
CRO for Ecommerce 2026: Process, Tools, Requirements
70% of carts are abandoned. CRO guide for ecommerce: 7-step process, heatmaps, A/B testing tools, and minimum traffic for 2026.
February 2021
CRO Surveys: What to Ask and How to Use the Answers
Surveys for CRO: what to ask buyers and non-buyers, which tools to use, and real question examples for each funnel stage.
February 2021
Meta Ads for Ecommerce in 2026: The Complete Strategy Guide
Meta Ads for ecommerce: CAPI recovers 20-30% of lost events and Advantage+ lifts ROAS by 22%. Full strategy guide for 2026.
February 2021
Meta Boost Post Button: Keep It or Skip It? (2026 Guide)
Should you boost posts on Meta or use Ads Manager? Real CPL differences, when Boost works, and when it just wastes money. 2026 guide.
January 2021
Meta Ads Costs Are Up 18%: 7 Ways to Lower Yours (2026)
Facebook and Instagram CPMs rose 18% in Q4 2024. Audit-tested tactics to lower your Meta ad costs without cutting volume. 2026 guide.
January 2021
3 essential ecommerce metrics to grow: CAC, LTV and ROI
CAC, LTV and ROI: the 3 metrics that define ecommerce profitability. Formulas, 2026 benchmarks, and a GA4 tracking setup guide.
January 2021
Ad Fatigue: What It Is, How to Detect It, and 10 Fixes (2026)
Ad fatigue cuts CTR by 30% week over week. 10 fixes including Meta's Creative Fatigue Score and platform benchmarks for 2026.
January 2021
Google Analytics 4 Audit: 45-Step Checklist for Ecommerce
Audit your GA4 setup in 45 steps: verify data quality, detect tracking errors, and make sure your metrics are reliable. Free checklist.
January 2021
Heuristic Analysis in CRO: A Step-by-Step Expert Guide
Heuristic analysis finds conversion friction without traffic. How it differs from A/B testing and a step-by-step process you can run today.
January 2021
Optimize Product Pages: 19 Ideas to Increase Conversions
19 product page optimizations that lift ecommerce conversions: CTAs, photography, social proof, and pricing. With real examples.
January 2021
How to Spy on Your Competitors' Facebook Ads in 2026
See your competitors' Facebook ads for free using the Ad Library. No paid tools needed, takes under 5 minutes. Updated for 2026.
January 2021
Meta Advantage+: the algorithm at the service of your ecommerce
Meta Advantage+ explained: how Meta's AI tools improve your Facebook and Instagram ad performance and help scale your ecommerce.
January 2021
Instagram for Business: The Complete Guide for 2026
Instagram for Business: profile setup, Reels strategy, Meta Ads integration, and how to measure what actually drives sales in 2026.
January 2021
Real Estate Marketing: 8 Ideas to Convert More Leads
8 real estate marketing strategies that convert more leads: homepage, property listings, contact forms, and lead generation tips.
January 2021
Christmas Meta Ads: Creative Strategy and Campaign Guide 2026
Meta Ads for Christmas: timing, campaign structure, creatives, and messaging. Start before November 15 to pay 23% less per purchase.
January 2021
CRO with Low Traffic: 7 Tasks That Work Without A/B Tests
CRO with low traffic: 7 tasks that improve conversions without A/B tests. No minimum traffic needed. Works on any ecommerce site.
January 2021
Checkout Optimization: 20 Ideas to Reduce Cart Abandonment (2026)
70.22% of carts are abandoned at checkout. 20 fixes for 2026: Shop Pay, BNPL, guest checkout, form fields, and page speed impact.
January 2021
25 Ways to Improve the CTR of Your Google Ads Campaigns
Google Ads average CTR is 6.66%. 25 techniques to beat it: DKI, countdown customizers, price assets, AI Max, and ad copy psychology.
January 2021
6 Essential Meta Ads Tools for Better Campaign Management
The 6 Meta Ads tools every advertiser needs in 2026: Ads Manager, Conversions API, Business Suite, Ads Library, Data Studio, and Creative Hub.
January 2021
A/B Testing: The Essential Tool for Digital Business Optimization
A/B testing guide: what it is, how it works, which tools to use, and how to improve conversion rates in your digital business.
January 2021
Instagram Advertising for Your Ecommerce: Key Advantages
Instagram advertising for ecommerce: flexible budgets, advanced targeting, Instagram Shopping, and the ad formats that drive sales.
January 2021
Meta Ads ROAS: How to Calculate and Improve Your Return
Calculate and improve your Meta Ads ROAS: 2026 attribution windows, industry benchmarks, and the creative strategy that moves results.
January 2021
19 Cognitive Biases to Optimize Your Marketing Conversions
19 cognitive biases that drive purchases: anchoring, scarcity, social proof, and loss aversion applied to ethical CRO. With examples.
January 2021
Black Friday Ecommerce Checklist: 26 Essential Tips
26-point Black Friday checklist for ecommerce: products, creatives, infrastructure, ad campaigns, and team prep. Start before November.
December 2020
Free first call
Could your ad campaigns
perform better?
30 minutes to review your situation and tell you exactly what I would change. No pitch, no sales proposal.
Book a call → 30 min · Google Meet · No commitment