ADVERTISING
Google Merchant Center: a guide to the product feed and the most common errors
Google Merchant Center is the account where you upload the catalogue that powers Shopping ads, Performance Max and free listings. It works if three…
Ideas and strategies
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News, analysis and practical advice on everything we do, written by the people who do it. Topics to find your way, one article at a time to understand.
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SOCIAL & CONTENT
LinkedIn for business: how to make your company page work (without an ad budget)
A LinkedIn company page works even without advertising if it does three things: it's complete and written in the words customers use, it regularly…
STRATEGY & DATA
GA4 for SMEs: the reports you actually need (and how to read them)
An SME needs just six GA4 views: traffic acquisition, key events, landing pages, a funnel exploration, the monetisation reports if it sells online,…
SEO & GEO
SEO consultancy: what it includes, how to choose it and what it really costs
Serious SEO consultancy covers six activities: a technical audit, keyword research by intent, a content plan, technical fixes, links and mentions,…
STRATEGY & DATA
Google Tag Manager: how to set up conversion tracking
Google Tag Manager is Google's free tool for managing your website's measurement codes in a single container: GA4, Google Ads, Meta and the others.…
SOCIAL & CONTENT
A recognisable brand in the age of AI: why producing more content is not enough
AI has made content easy to produce, so quantity no longer sets anyone apart. A brand is recognised through a few distinctive assets (colours,…
STRATEGY & DATA
When campaigns, CRM and revenue don't add up: how to check your data from click to sale
Google Ads, GA4, Meta, the CRM and the management system count different things, with different dates and rules: it's normal for the numbers not to…
ADVERTISING
AI in ad campaigns: what to automate and which decisions to keep under control
Advertising platforms already automate bidding, audiences, placements and part of the creative. It makes sense to delegate to AI whatever requires…
STRATEGY & DATA
Optimising your funnel with AI: from spotting the problem to the test that measures the result
A funnel is optimised one bottleneck at a time, through a six-step cycle: observe, diagnose, form a hypothesis, test it, measure, start again. AI…
ADVERTISING
How much to invest in Meta ads: how to calculate the budget from your company's numbers
A Meta ads budget is calculated from three numbers: how much you can spend to win a customer without losing margin, how many results the algorithm…
SEO & GEO
Google AI Mode: how to get cited in AI answers without losing leads
To get cited by Google AI Mode you need the SEO basics (an indexed page eligible for a snippet) plus content that answers in self-contained blocks,…
STRATEGY & DATA
From lead to contract: how to connect Google Ads, Meta, LinkedIn and your CRM to measure revenue
Measuring the revenue generated by your campaigns takes four pieces: the form saves UTMs and click IDs (gclid, gbraid, wbraid, fbc, li_fat_id) in…