Notes from the desk
What actually moves the numbers. From the work, not the textbook.
Plain-English notes on paid search, landing pages, follow-up, and the tracking that tells the truth, for UK service businesses. No listicles, no rehashed agency blog posts. Just what we've seen run.
Articles by topic
The instrument
Whether paid search is worth it for you.
Before any of these notes matter, one question does: would paid search actually pay for a business like yours. The two-minute Paid Search Validation gives you a straight read, on your own numbers. It is the most useful thing on this site, and what most of the writing here comes back to.
Google Ads & PPC
What paid search really costs, what it returns, and how to stop it quietly draining the account.