Guides
How to run your own advertising, written plainly.
No jargon, no funnel diagrams. Just what to do, in what order, for a small business spending its own money.
Google Ads
How much should you spend on Google Ads?
Work back from a sale to a daily budget you can defend.
A simple Google Ads account structure
Campaigns, ad groups and ads, arranged so the numbers mean something.
Choosing keywords that bring buyers
Match types, negatives, and how to read the search terms report.
Clicks but no conversions: what to check
A short list, in order, before you change the budget.
What Google Ads actually costs in Australia
Where the money goes, and the three numbers that decide it.