Google Ads and paid search
Paid search articles written for accounts spending hundreds a month rather than tens of thousands. At that scale automation has less data to learn from, so structure and exclusions matter more than bid strategy, which is the opposite of most advice you will read.
The number that decides everything is what you can afford to pay for an enquiry, and it comes from your own margin and close rate rather than from a benchmark.
Start with the PPC guide, then read the full-funnel piece for how paid search should hand off to email.
For the first eight weeks the search terms report is the whole job. Read it weekly, add negatives, and expect one expensive term to be quietly taking a third of the budget.
A PPC guide for small budgets: what to do with $800 a month
Advice written for six-figure accounts does not survive an $800 monthly budget. At this scale, structure and exclusions beat bidding strategy.
Full-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.