Google Ads and paid search
These guides cover paid-search planning when the media budget needs careful focus. Start with the service, market and value of a qualified enquiry, then separate advertising spend from management and implementation costs.
Check conversion actions, search terms, exclusions and the landing page together. Bidding advice depends on the account, available data and campaign type. A sample budget or calculation is an illustration, not a promised cost per lead.
Start with the PPC guide, then read the full-funnel piece for how paid search should hand off to email.
A PPC guide for a small ad budget
A small paid-search budget needs a narrow brief, useful tracking and room to learn. Start by separating the money spent on ads from the cost of managing them.
Sam KFull-funnel digital marketing: joining search, ads and email
Most small marketing budgets fail because three channels run as three unrelated projects. This is how we sequence them so each makes the next cheaper.
Mobile app marketing: getting the first 1,000 real installs
The first thousand installs are a positioning problem more than a marketing one. Here is the order we work in, and the number we watch instead of installs.
One email a month. What we shipped, what broke, what we learned.
No list-building tricks. Unsubscribe is one click and we do not ask why.
Reading is cheaper than rebuilding twice.
Send us the URL. We will tell you which of these articles applies to your site, which one you can ignore, and what we would fix first.