Practical tips on Google Ads, Meta, LinkedIn and advertising: what things cost, what works and how to run your own campaigns without paying twice.
Strategy7 min read
Most companies set their ad budget by what feels reasonable. Work backwards from the goal instead: how many customers you want, what each one is worth, how many clicks that takes and what those clicks cost. The budget then follows from the goal.
Google Ads7 min read
You've been handed the login to a Google Ads account someone else built. Here are the ten things I always check in the first week: who owns the account, what it measures, where the money actually goes and which settings are quietly leaking budget.
Meta Ads7 min read
Advantage+ is Meta's name for everything the algorithm decides for you: who sees the ad, where, with which creative and at what price. It works more often than the sceptics think, but not for everyone, and only if you rethink how you use audiences.
Ad production7 min read
It's the image or video, not the targeting, that decides whether someone stops scrolling. Seven rules for ad creative on Facebook, Instagram, LinkedIn and TikTok, plus when to adapt what you have and when to start from scratch.
Analytics & tracking7 min read
You're getting more customers than Google Ads, Meta and LinkedIn report. The gap comes from cookie consent, ad blockers and Safari. Consent Mode, server-side tagging and the Conversions API narrow it, but none of them can track someone who said no.
LinkedIn Ads7 min read
LinkedIn is the most expensive platform per click, and the most precise for B2B. For a small company, the question is how much it takes to get real leads, not just nice-looking stats. My short answer: around €900 a month, a narrow audience and three months of patience.
Google Ads7 min read
Performance Max decides for itself where your Google ads appear: Search, YouTube, Display, Gmail, Discover and Maps. It works well when it has plenty of conversion data, and badly when it doesn't. Here's when to use it and when to leave it alone.
Strategy7 min read
Retargeting is the most profitable part of advertising, and the most abused. Three settings decide whether it feels like a reminder or like being followed: how often the ad is shown, how long someone stays in the audience and what you say.
Google Ads6 min read
YouTube has always been good at building awareness and bad at proving it. Google's Attributed Branded Searches measures how many people saw your video ad and then searched for your brand: a clean behavioural signal that your top of funnel is creating demand.
Let's talk about how I can help you get better results, and how to set things up so you can run it yourself.
