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Practical thinking on paid search, paid social, programmatic, AI search, in-housing and the craft of performance marketing.
Showing 59 articles
GA4 Unassigned traffic: what it means and how to fix it
Unassigned in GA4 means a visit matched none of Google's channel rules. The usual causes are made-up UTM mediums, missing tags, server-side or Measurement Protocol events without session data, and consent gaps. Here's how to find the cause and fix it.
We checked 98 UK Shopify brands: 3 in 4 track visitors before cookie consent
Our October 2026 study of 98 UK Shopify brands: 75% track before consent or have no cookie banner, 95% have Consent Mode v2 set up, only 10% show server-side tracking, and 69% have no barcodes in their product data.
How to audit a Performance Max campaign: a step-by-step guide (2026)
A step-by-step Performance Max audit for Google Ads: goals, brand capture, channel and search term reports, landing pages, assets and the feed.
SaaS PPC audit: 15-point checklist for Google Ads and LinkedIn (2026)
A SaaS PPC audit for Google Ads and LinkedIn: tracking trials to paid, CAC and payback targets, search terms, competitor bidding, audiences and reporting.
The 10 best B2B PPC agencies in the UK (2026)
Ten UK B2B PPC agencies for Google Ads and LinkedIn, what each is best for, and how to pick one that judges PPC on pipeline, not form fills.
The 10 best dental marketing agencies in the UK (2026)
Ten UK dental marketing agencies, what each is best for, and how to pick one that fills your diary with booked consultations, not just clicks.
The 10 best LinkedIn Ads agencies in the UK (2026)
Ten UK LinkedIn Ads agencies, what each is best for, and how to pick one that judges LinkedIn on clients won, not cheap clicks or leads.
The 10 best Google Ads agencies for small businesses in the UK (2026)
Ten UK Google Ads agencies that work with small businesses, what each is best for, what they charge, and how to compare quotes like for like.
The 10 best performance marketing agencies for UK startups (2026)
Ten UK marketing agencies for startups, matched to your stage, what each is best for and costs, and how to find your first profitable channel.
What should a PPC report include? A checklist (with sample)
What a good PPC report should include, what to ask for if your agency only reports clicks, and how reports differ for shops, SaaS and B2B.
Enhanced conversions for leads in Google Ads (2026 guide)
What changed in 2026 (one switch, several data sources, Data Manager uploads), how to set it up step by step, and the mistakes that cost you matches.
How to sync GA4 audiences to Google Ads (2026 guide)
Link GA4 to Google Ads, build audiences worth using, and use them for exclusions, retargeting and Performance Max signals, plus the mistakes to avoid.
Top 5 awareness channels to grow branded search (2026)
YouTube, Meta, TikTok, connected TV and audio: how each one grows branded search, direct traffic and brand lift, and how to prove it helps your conversion ads.
The 10 best eCommerce PPC agencies in the UK (2026)
Ten UK eCommerce PPC agencies compared, from Google Shopping specialists to Shopify agencies, with what each is best for and how to choose.
The 10 best paid social agencies in the UK (2026)
Ten UK paid social agencies compared, from Meta and TikTok specialists to creator-led teams, with what each is best for and how to choose.
The 10 best PPC agencies in the UK (2026)
Looking for a PPC agency in the UK? Ten strong options, what each is best for, and how to choose one that judges Google Ads on profit, not clicks.
How to sell more tickets with paid ads (2026)
A phase-by-phase paid media plan for UK events and venues: announce, presale, on-sale and final push, plus tracking and the UK rules for ticket ads.
How much do Google Ads cost for dentists in the UK? (2026)
What Google Ads cost UK dental practices in 2026, from implants to Invisalign, how to budget from booked consultations, and the GDC, ASA and Google rules.
Google Ads for solicitors: costs, SRA rules and what works (2026)
What Google Ads cost UK law firms in 2026 by practice area, how to budget from instructed matters, and the SRA and Google rules that shape legal ads.
Google Shopping for Shopify stores: set-up and profit (2026)
How UK Shopify stores can set up Google Shopping in 2026: the Google & YouTube app, VAT-inclusive feeds, accurate tracking and managing to profit.
Hotel direct bookings: how to win them with paid ads (2026)
How UK hotels and holiday lets can use Google Ads and Meta to win bookings back from booking sites, when ads beat commission, and the pricing rules to follow.
How to market to Gen Z with paid media (2026)
How to reach Gen Z with paid ads in the UK in 2026: the right platforms, creator-style creative, honest measurement and the rules on under-18s and influencers.
Google Local Services Ads in the UK: a guide for trades (2026)
How Google Local Services Ads work in the UK in 2026: the Google Verified badge, pay-per-lead costs, bidding, lead credits and the 2027 move into Google Ads.
Marketing mix modelling: is it worth it for your budget?
When marketing mix modelling is worth building, when lift tests are a better first step, a five-point readiness check, and lessons from in-house models.
Performance Max for lead generation: how to avoid junk leads
How to make Performance Max work for lead generation: bid to qualified leads, send lead quality back to Google, stop spam and judge it on cost per customer.
Google Ads call tracking: set-up, uses and offline conversions
How to track phone calls from Google Ads, which businesses need it most, and how to send qualified calls back to Google as offline conversions.
Lift tests: how to measure what your ads really add (2026)
How to run lift tests on Google, Meta, TikTok, LinkedIn and Microsoft, set them up properly, read the results and turn them into better budgets.
Ad platform MCPs: connect your ads to Claude or ChatGPT (2026)
How to connect Meta, Google, TikTok and Microsoft ad MCP servers to Claude, Claude Code, ChatGPT or Gemini, and give AI edit access safely.
How much do Google Ads cost in the UK? (2026)
What Google Ads cost in the UK in 2026, cost per click by sector, how billing works, how to work out your budget, and the hidden costs to plan for.
How much do LinkedIn ads cost in the UK? (2026)
What LinkedIn ads cost in the UK in 2026, cost per click and per lead by audience, minimum budgets, pricing models, and when LinkedIn is worth the premium.
Google Ads offline conversion tracking: a B2B guide (2026)
How Google Ads offline conversion tracking works, how to set it up from your CRM, and how B2B firms use it to bid for qualified leads, not form fills.
The best B2B SaaS marketing agencies in the UK (2026)
Six UK B2B SaaS marketing agencies compared, paid media, demand generation, organic search and outbound, what each is best for and what it costs.
Christmas and January sales 2026: UK paid media plan
A paid media plan for UK retailers from Cyber Monday to late January, delivery cut-offs, gift cards, Boxing Day, January sales and the profit maths.
Google Ads vs Meta ads: which is right for your business?
Google Ads vs Meta ads compared, intent vs discovery, costs, creative and measurement, plus which to start with and how to run both.
How to choose a PPC agency: a 12-point checklist
How to choose a PPC agency in the UK, a 12-point checklist, the questions to ask before you sign, red flags to watch for, and how to compare quotes fairly.
MER vs ROAS vs POAS: which metric should you use?
MER, ROAS and POAS explained, what each measures, how to calculate them, a worked example showing why they disagree, and when to use each.
How much do Facebook and Instagram ads cost in the UK? (2026)
What Facebook and Instagram ads cost in the UK in 2026: CPM and CPC benchmarks, how much budget you need, fees, creative costs and how to work out yours.
Performance Max vs Standard Shopping: which should you use?
Performance Max vs Standard Shopping compared, where each shows ads, how much control you get, how they compete, and when to run one or both.
How much does PPC management cost in the UK? (2026)
What PPC management costs in the UK in 2026, percentage, retainer and day-rate pricing, worked examples by budget, and hidden costs to ask about.
How to set up GA4 key events: a step-by-step guide
Set up GA4 key events step by step, choose what to track, send the event with Google Tag Manager, mark it as a key event, test it and use it in Google Ads.
Meta incremental attribution vs 7-day click, 1-day view
How Meta's incremental attribution differs from standard 7-day click, 1-day view, what each optimises for and counts, when to use which, and how to test it.
5 Google Ads quick wins you can make this week
Five Google Ads quick wins that cut wasted spend and improve results fast, search terms, tracking, settings, auto-applied recommendations and budget.
First-party data: the new foundation of ad targeting
Why first-party data now drives targeting across Google, Meta, TikTok and LinkedIn, and how to collect, segment and activate it to reach the right people.
Meta Conversions API: what it is and how to implement it
What the Meta Conversions API is, why it matters alongside the Pixel, how to set it up on Shopify, GTM or direct, plus deduplication and match quality.
TikTok Smart+ best practices: how to run it well in 2026
TikTok Smart+ uses AI to automate targeting, budget, placements and creative. What it is, how the modular controls work, and best practices for real results.
The 10 best performance marketing agencies in London (2026)
Looking for a performance marketing agency in London? Ten strong options, what each is best for, and a practical checklist for choosing the right partner.
Black Friday 2026: paid media plan for UK eCommerce brands
Black Friday 2026 is 27 November. A week-by-week paid media plan for UK retailers: audiences, creative, bidding and the profit maths behind every discount.
Google AI Max explained: what it is and how to implement it
Google AI Max adds broad matching, AI-written ads and URL expansion to Search campaigns. What it is, what's changing in 2026, and how to roll it out safely.
Meta Andromeda explained: why creative is now your targeting
Meta Andromeda changed how Facebook and Instagram ads find people. What it is, what changed for advertisers, and why creative diversity now drives performance.
Performance Max best practices for 2026
Performance Max is no longer a black box. 2026 best practices, measurement, asset groups, signals, new controls and reporting, and judging real results.
GEO: how to get your brand found in ChatGPT and AI answers
Generative Engine Optimisation (GEO) gets your brand cited in AI answers like ChatGPT. What it is, how it differs from SEO, and where ChatGPT ads fit.
How to audit a Google Ads account: a 12-point checklist
A step-by-step framework for auditing a Google Ads account, conversion tracking, structure, search terms, bidding, budgets, assets and wasted spend.
In-housing vs agency: the real cost, hidden costs and risks
In-house PPC vs agency: a framework for comparing the true cost, the hidden costs most comparisons miss, and the risks of bringing paid media in-house.
What is a good ROAS? How to set targets that protect profit
There's no universal 'good' ROAS, it depends on your margins. How to calculate your break-even ROAS and set targets that actually protect profit.
Why commercial alignment beats channel metrics
A great ROAS means nothing if the business isn't more profitable. How commercial alignment ties paid media to revenue, margin and growth, not vanity metrics.
Creative testing: a framework that actually moves the numbers
What creative testing is, how to structure tests on Meta and TikTok so you learn why ads win, how long to run them, and how to scale the winners.
A practical roadmap for bringing paid media in-house
In-housing needn't mean starting from scratch or risking performance. A structured handover that builds your team's capability while results keep moving.
Building one unified media plan across platforms
When every channel runs to its own plan, they compete instead of compound. Here's how to build a single media plan that moves budget to where it works hardest.
Structuring campaigns so automation works in your favour
Smart Bidding and Performance Max aren't set-and-forget. Here's how to structure your account and signals so platform AI optimises toward the right outcome.
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