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
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