Paid Ads

About Paid Ads

Paid advertising is the fastest way to find out what a market wants, and the most expensive way to keep finding out. The articles here are about getting the first without paying for the second: how to structure a Google Ads account so it can be read, how to pick the keywords worth bidding on and exclude the ones that are not, what Performance Max does well and what it hides, how to set a budget for a local business, how Local Service Ads differ from search ads, and how to read the reports so you know which campaigns earned their spend.

We run paid search and paid social for clients alongside their SEO, and most of these posts come from that overlap: what paid data tells you about which pages to build, when a keyword should move from paid to organic, and how to stop the two channels from bidding against each other. There are also honest pieces on when paid advertising is the wrong spend for a business.

Start with the article on reading a Google Ads report, which is where most wasted budget hides, then the ones on account structure and negative keywords.