Insights
Better questions. Better Google Ads decisions.
Practical thinking on profit, stock, customer acquisition, Shopping, Performance Max and the decisions that actually make an ecommerce business stronger.
All Articles (354)
Written for the person who signs off the budget.
Most Google Ads content is written for the people who run campaigns. This is written for the people who live with the results: founders, ecommerce managers and marketing directors.
Each piece starts with a commercial question, such as where margin leaks, when to stop funding a product or what ROAS hides, and ends with something you can check in your own account.
No hacks. No trend-chasing. Just better decisions.
Profit. Products. Customers. Inventory. Feeds. Automation. Measurement. And ultimately, where should the next £1 go?
Start with your problem
Start with your problem
Start here
Find your problem
Start with what you're trying to solve.
You don't need to know whether your problem belongs under Shopping, PMax, measurement or bidding. Start with the commercial question.
Featured
ROAS vs Profit: Why First-Order Contribution Is the Number That Matters
ROAS can hide the real commercial number. First-order contribution per new customer is what tells you if a Google Ads account scales.
Why this one
The piece we point people to most often when the first conversation starts with “the account looks fine but…”
In the framework
DemandWhat people want
ProductWhat you sell
MarginWhat you keep
StockWhat you can ship
CustomerWho it brings in
PriorityWhat matters now
Coming Soon
The Commercial Intent Framework
A deep dive into how we map every SKU to business intent, and why it changes everything about how you manage Google Ads.
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See these ideas in a real account.
Each case study sets out the situation, the decision we made and how the result was measured.