Writing
Google Ads, Meta Ads, SEO, and the websites underneath them
/ Google Ads: spend, waste and diagnosis / 4 min read
Google Ads Getting No Clicks? 8 Reasons and How to Fix Each
Google Ads gets no clicks for one of two reasons: the ads are not showing, or they are showing to the wrong people with the wrong message. Check impressions first. No impressions means a budget, bid, approval or targeting problem. Impressions but no clicks means the keywords, the ad copy or the position is wrong. Each has a specific fix, and the search terms report usually tells you which.
/ Hiring a specialist / 5 min read
Before You Hire a Google Ads Expert: 9 Questions to Ask
Before you hire a Google Ads expert, ask how they set up conversion tracking, who will own the account, what they would change in your current account, and how they report results. A real expert answers all four specifically and talks about cost per enquiry and return on spend, not clicks and impressions. Anyone who guarantees results or wants the account in their own name should be ruled out.
/ Google Ads: starting and structuring / 5 min read
Google Ads Budget for Small Business: How Much to Spend
Work your Google Ads budget backwards from three numbers: what a click costs in your market, how many visitors become enquiries, and what an enquiry is worth to you. Then make sure the budget buys enough clicks a day for the account to learn, which for most small businesses means concentrating it in one well-built campaign rather than spreading it thin. There is no universal right amount, but there is a minimum below which the account cannot tell you anything.
/ Hiring a specialist / 6 min read
Hiring a Google Ads Specialist in the Philippines: A Guide
A good Google Ads specialist in the Philippines gives you senior-level account management at a fraction of what a Western agency charges, with working hours that overlap well with Australia and reasonably with the UK and US. Vet them the same way you would anyone else: ask to see real account reporting, ask how they set up conversion tracking, make sure the account stays in your name, and start with a short trial before a long contract.