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

When running lead generation campaigns on Meta, many advertisers make the mistake of putting the entire budget into one campaign and hoping the algorithm finds the right leads. That usually leads to low-quality leads and higher cost per lead. A better approach is to structure the budget across different campaign objectives and audience stages, so the system learns faster and the leads improve over time. Here’s how I usually manage a €10,000 monthly lead generation budget. 1.