Your ecommerce site has four conversion rates, not one
The 2.5% conversion rate every ecommerce founder tracks is an average of four completely different rates. Improving "the site" without knowing which one is leaking is why most redesigns don't move the number. A plain-English guide to unbundling ecommerce conversion, diagnosing the actual stage that is leaking, and fixing the right thing.
For ecommerce on Google, your product feed is the campaign
Most ecommerce brands optimise the account and ignore the feed. It is the wrong way around. On Google in 2026, the product feed does most of the work Shopping and Performance Max used to hand to the media buyer. A plain-English guide to why the feed is the campaign, what to fix inside it, and the account decisions that still actually matter.
For ecommerce on Meta, creative is the only lever that still scales
Meta's algorithm has become genuinely good at finding buyers without your help, so your audience targeting barely moves the needle anymore. What does is what you put in front of those buyers. A plain-English guide to scaling ecommerce on Meta in 2026, why creative is now the dominant performance lever, and what a good creative system actually looks like.
Your CRM is the most important advertising tool you own
Meta and Google know who clicked and who filled in a form. They have no idea who became a customer. That information lives in your CRM, and until you send it back, your ad platforms keep optimising for the wrong thing. A plain-English guide to lead tracking, offline conversion tracking, and the measurement foundation underneath every great lead-gen account.
Your ads are working. Your website is leaking leads.
Your ads are bringing the right traffic. So why does the sales pipeline keep filling with tyre-kickers? A plain-English guide to the foundations of a lead-gen website built to convert qualified leads, not just form fills. Covers landing pages, forms, CTAs, speed, and the seconds after conversion.
Why most Google Ads leads look cheap and never close
Most Google Ads lead campaigns produce cheap form fills and lukewarm pipeline. Here is why. A plain-English guide to Search vs Performance Max vs Demand Gen, Smart Bidding for lead gen, Enhanced Conversions for Leads, and the measurement piece almost no one connects.
Meta lead generation: how it actually works, and where it quietly breaks
Meta lead generation is a system, not a form. A plain-English guide to instant forms vs website leads, volume vs conversion-leads optimisation, the CRM and Conversions API feedback loop, and why cheap leads rarely close.