What Most Businesses Get Wrong Before They Ever Run an Ad
Ads amplify a business, they do not create one. A plain-English guide to what needs to be true before you spend a dollar on paid: a clear offer, a page built to convert, tracking you can trust, and a real follow-up process. Plus the honest signs you are not ready yet.
Attribution in Plain English: Why Google and Meta Both Take Credit for the Same Sale
Google says 80 sales, Meta says 70, Shopify says 100. Nobody is lying. A plain-English guide to marketing attribution: view-through windows, self-attribution, why platform ROAS double-counts, and the one blended number that actually tells you the truth.
For ecommerce on Google, margin is the number to track
Your Google Ads is optimising on revenue. Your ecommerce business is running on margin. The two rarely agree, and the account is scaling on the wrong one. A plain-English guide to the tracking foundation underneath every profitable ecommerce Google Ads account: Enhanced Conversions, server-side, Consent Mode, and the single change that turns Smart Bidding into a profit machine.
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.
