Resources
PPC guides written from the work
Plain answers to the questions business owners ask us about PPC and Google Ads: what it costs, how to tell if it is working, and how to make the budget go further. Each guide opens with the short answer, and none of them ends in a sales pitch you have to read through.
What is PPC? Pay-per-click advertising explained in plain English
What PPC is, how pay-per-click advertising works on Google and other platforms, what decides the price of a click, and when it makes sense for a business.
6 min read
What is ROAS? How to calculate it and what a good ROAS is
ROAS is revenue from ads divided by what the ads cost. How to calculate it, why a good ROAS depends on your margin, and how to work out break-even.
6 min read
How much do Google Ads cost? What sets the price and how to budget
How much Google Ads costs: how the auction prices a click, why costs vary so much by industry, how to look up your own costs and set a starting budget.
6 min read
Is Google Ads worth it? A decision framework for your business
Is Google Ads worth it? The four questions that decide it: search demand, customer value, conversion rate and margin, and the warning signs.
5 min read
PPC vs SEO: which is right for your business, and when to use both
PPC vs SEO compared: speed, cost, control and how long results last, with a simple way to decide which to start with and how the two work together.
5 min read
Google Ads vs Facebook Ads: which is better for your business?
Google Ads vs Facebook ads compared: search intent versus discovery, costs, targeting and creative, and how to choose which to start with.
5 min read
A PPC strategy that works: how to plan a paid search account from scratch
How to build a PPC strategy: one success measure, campaigns structured by what a click is worth, tracking fixed first, and how budget moves each month.
6 min read
PPC keyword research: finding the searches worth paying for
How to do PPC keyword research: finding high-intent searches, using Keyword Planner, choosing a match type, and building negative keyword lists.
6 min read
How to choose a PPC agency: the questions that separate good from bad
How to choose a PPC agency: the questions to ask before you sign, what good answers sound like, the warning signs, and when in-house makes more sense.
5 min read
Landing page best practices for PPC: what turns paid clicks into leads
Landing page best practices for PPC: match the ad, answer the first questions on screen one, load fast on mobile, keep forms short and track properly.
5 min read
Google Ads bidding strategies: target CPA, target ROAS and when to use each
Google Ads bidding strategies: Maximise conversions, target CPA, target ROAS and manual bidding, when each works, and where Performance Max fits.
6 min read
Stop guessing. Start scaling.
Find out where your paid advertising is losing money and where the next profitable campaign is hiding. The audit is free and you keep it whatever you decide.