Every time I sit down to audit a Google Ads account for a UK small business, I tell myself this one might be different. Maybe this one has clean conversion tracking. Maybe the search terms report is actually being reviewed. Maybe someone checked the location settings before going live. It never is different. Not really. I've audited accounts spending anywhere from £500 to £8,000 a month and the same problems show up so reliably I could write this post from memory. Which is ki

I get asked this a lot, literally from founders, in-house marketers, and even people who've been running ads for a while. What is a campaign? What's the difference between a campaign and an ad set? And how do you even come up with a campaign idea in the first place? So let's talk about it properly — not just the technical definitions from the Meta Business Manager help docs, but how you actually think about campaigns when you're running real accounts with real money on the li

Most people running Meta ads have heard about the 50 events rule. Most of them are applying it wrong. Here's what's actually going on and how to get your campaigns out of learning phase properly.