Insights
Better questions produce better Google Ads decisions.
We cover platform changes when they matter. But most of our thinking focuses on something more durable: how should ecommerce businesses allocate advertising investment more intelligently?
Profit. Products. Customers. Inventory. Feeds. Automation. Measurement. And ultimately, where should the next £1 go?
Start here
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.
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…”
All Articles (386)
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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