Plain answers about Google Ads, for people who run a business.
Short, practical articles on ads, tracking, budgets and the tools that run them. Written for the owner, not the ad manager. No jargon, no hype.
Google Ads audit checklist: 25 things to check in your account
Tracking, settings, keywords, ads, landing pages and bidding, in the order that finds the most money. An afternoon by hand.
How to find wasted spend in Google Ads: a step-by-step guide
The seven reports to open, what to look for in each, and how to put a monthly number on what the account was wasting.
15 Google Ads mistakes that can waste your budget
The mistakes Google's defaults steer owners into, why each one costs money, and the quick fix for every one.
10 signs your Google Ads campaign needs an audit
What each sign usually means, and the five-minute check that confirms it. Three together is enough.
Google Ads search terms report: a beginner's guide to finding wasted clicks
Where the report is, how to read it, and how to turn what you find into negatives. With a worked example.
Negative keywords in Google Ads: a complete guide to stopping wasted clicks
The three negative match types, where to put them, and a starter list for any local business.
20 Google Ads optimisation tips for small businesses
Grouped by what they fix, with which ones to do once, weekly and monthly. About an hour a week.
10 PPC automation tools worth trying for better ad performance
From Google's own free features to software that runs the account for you, with who each one is for.
10 best PPC monitoring tools for tracking Google Ads performance
Free alerts, dashboards and software that watches the account for you, and the four things to monitor whatever you use.
7 best PPC reporting platforms for agencies and small businesses
What each one does well, who it suits, and the five lines any report for an owner should answer.
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