B2B Demand Generation vs Lead Generation: Why Cheap MQLs Starve Your Sales Team
Why low-cost MQLs rarely become closed revenue, and how to structure B2B Google Ads campaigns around buyer demand rather than form fills.
26 October 20265 min read
Blog
Notes on PPC,
tracking and AI
What I learn in my day-to-day work, I write down here.
B2B Landing Pages That Convert Real Buyers: Why Traditional Lead Gen Forms Fail
How to design high-trust B2B landing pages that qualify serious decision-makers and filter out non-buyers without destroying your conversion rate.
26 October 20265 min read
B2B SaaS Google Ads: Scaling Pipeline Without Burning Runway
How venture-backed and bootstrapped B2B SaaS companies scale paid search pipeline profitably while keeping customer payback periods under twelve months.
26 October 20266 min read
Closed-Loop B2B PPC: Connecting HubSpot and Salesforce to Google Ads for Real Revenue Bidding
A step-by-step engineering guide to passing GCLID data and CRM lifecycle milestones back to Google Ads for value-based revenue bidding.
26 October 20265 min read
International B2B Expansion: Launching PPC Across UK, Nordics and DACH
How European B2B tech and service companies scale paid search across the United Kingdom, Sweden, and Germany without multiplying wasted ad spend.
26 October 20265 min read
The B2B Account-Based Paid Search Playbook: Targeting Buying Committees with Precision
How to orchestrate Google Ads and Account-Based Marketing (ABM) to surround complex multi-stakeholder enterprise buying committees without burning budget.
26 October 20265 min read
The B2B Paid Search Audit: 9 Leaks Draining Enterprise Ad Spend
An operational teardown of the nine most common budget leaks in B2B Google Ads accounts and how to repair them before wasting more ad capital.
26 October 20266 min read
Why High-Growth B2B Companies Replace Large Agencies with a Dedicated Growth Partner
How the traditional agency retainer model misaligns incentives in B2B marketing, and why scaleups choose an independent Growth Partner instead.
26 October 20265 min read
How to write ad copy that converts
Most ad copy fails because it refuses to commit. Here are five direct-response principles that turn clicks into paying customers.
17 October 20264 min read
Direct response PPC: why it's not e-commerce or lead gen
If your account runs on phone calls, e-commerce and lead-gen habits burn money. Here's how I build a direct-response Google Ads account.
12 October 20268 min read
Meta conversions gone? Your domain may be restricted
When Meta restricts your domain, campaigns keep spending while conversions vanish. What causes it, why CAPI alone won't fix it, and a free check.
8 October 20265 min read
B2B Google Ads: stop paying for leads sales can't use
Why B2B Google Ads accounts fill up with leads that never become deals, and six changes that point your budget at real buyers instead.
1 October 20265 min read
When is it time to get outside help with your marketing?
Eight signs your marketing could do more, five steps to a sound decision, and the questions to ask anyone before you hire them.
24 September 20263 min read
AI creative: learn it yourself or hand it over
AI video is a proper ad format now. You can get there two ways, and both of them cost you something.
17 September 20262 min read
One subscription, many models: when an all-in-one AI platform pays off
Paying for three or four AI tools separately adds up. When one shared platform is the better call, and when it isn't.
10 September 20262 min read
Automated bidding amplifies tracking errors instead of absorbing them
Smart Bidding won't fix a measurement mistake. It acts on it faster, and with more of your money. Here's how to see what the system is working from.
3 September 20262 min read
Optimise for lead quality, not lead count
If the system only sees that a form came in, it'll keep bringing you forms. Here's how to tell it which ones turned into business.
27 August 20262 min read
What to hand over to AI, and what to keep
Automation is good at volume and speed, and bad at judgement. Here's a simple split that tells you what to let go of.
20 August 20262 min read
The offer is the one thing AI can't fix
If a competitor gives more for the same price, bidding can at best buy you the same result at a higher cost. Here's how to see where your offer stands.
13 August 20262 min read
Machines are reading your website now
Search crawlers aren't the only machines on your site any more. Language models read it too, in their own way. What to do this week so they can quote you.
6 August 20262 min read
Consent, modelled conversions, and what your bidding actually sees
Some of the conversions in your account are no longer observed. They're estimated. That's fine, but it means you need to make some decisions differently.
30 July 20262 min read
First-party data is the part nobody can copy
Everyone gets the same targeting options. What sets you apart is what you know about your own customers, and you can start building that today.
23 July 20262 min read
When your buyer asks an assistant instead of Google
Part of the buying journey has moved somewhere with no click and no campaign ID. What you can still measure, and what not to trust in your report.
16 July 20262 min read
Performance Max without flying blind
PMax took away the manual levers, but not all of the information. What you can still see, and what to expect from whoever runs it.
9 July 20262 min read
What a real account audit checks, and where AI helps
An audit can now mean anything from a screenshot summary to a serious review. What to expect, and what a machine can't decide for you.
2 July 20262 min read
Your product feed is a bidding input, not paperwork
Leaving the feed at the bottom of the developer backlog used to cost you nothing. In automated systems, it's one of the strongest levers you still control.
25 June 20262 min read
AI creative: the guardrails you need before you scale
Twenty variations now take ten minutes. Volume isn't the problem. What goes out under your brand name is. Four guardrails to put in place first.
18 June 20262 min read
What to automate first, and what to leave alone
Good automation isn't the cleverest kind. It's the kind that removes the most repetitive work at the lowest risk. A three-question filter.
11 June 20262 min read
AI copy that doesn't read like AI
Machine-written copy feels off even when it's correct, because it never commits to anything. Here's one editing pass that makes it usable.
4 June 20262 min read
How to brief an AI so the output is usable
Weak output usually means weak input. Five things every brief needs, because without them the answer will always be generic.
28 May 20262 min read
Five tracking mistakes that lead Google Ads to bad decisions
If your conversion data is wrong, Smart Bidding optimises towards the wrong data. Five mistakes I keep seeing, and how to check for them.
21 May 20262 min read