Uncategorised
B2B lead generation explained plainly: how many qualified leads you need, how to spot a good one, and why to fix tracking before spending more.
16 October 2026 • 12 min read
Google Ads
Bidding on your own business name is cheap and can keep competitors off the top of the page, but it flatters your reporting. How to decide whether to do it, and how to keep brand results separate from everything else.
15 October 2026 • 5 min read
Google Ads
Performance Max can work very well, especially for online shops. What it actually does, the four things I'd want in place before it touches your budget, and the questions to ask about the one you already run.
12 October 2026 • 6 min read
Measurement
There's no universal good ROAS, because return on ad spend measures revenue and your profit depends on your margin. How to work out your break-even number, and the ways your current figure might be misleading you.
9 October 2026 • 5 min read
Measurement
Most Google Ads accounts I audit are steering by tracking that's wrong. The problems I find most often, what happened at the Royal Armouries, and three checks you can run on your own account this week.
6 October 2026 • 6 min read
Marketing strategy
The percentage-of-turnover rule gives you a £400,000 range on £5m of revenue. Here's the maths I use instead, working backwards from what a customer is worth.
3 October 2026 • 6 min read
Fractional CMO
Week by week, what senior marketing help actually does when it starts, what you should see at 90 days, and what takes longer than that.
27 September 2026 • 4 min read
Fractional CMO
The questions I would ask if I were hiring marketing help, from who actually does the work to who owns your accounts — and what a decent answer sounds like.
24 September 2026 • 5 min read
Fractional CMO
Agencies execute, fractional CMOs decide. A plain guide to which one your business needs, what each costs, and the questions to ask either way.
21 September 2026 • 5 min read
Marketing strategy
Six small marketing efforts that nobody joined together is the most common problem I am brought in to fix. How to spot it and where to start.
17 September 2026 • 4 min read
Google Ads
Nine plain-English checks that tell you whether your Google Ads budget is working — starting with whether you can trust the numbers at all.
17 September 2026 • 6 min read