PPC Hero

When managing e-commerce campaigns, it’s easy to focus on surface-level metrics; while these are important, they don’t always tell you what you’re missing. That’s where impression share metrics come in. By reviewing Search Impression Share, Search Lost Impression Share (Rank), and Search Lost Impression Share (Budget), you gain a clearer picture of missed opportunities and […...

Like many freelancers, my origin story stemmed from seeking the elusive “work-life balance” we dream of after having a family, but before then I was a Senior PPCer at a North East UK digital agency. I had grown the PPC team from 3 staff to 10 over the space of 4 years, and I was […]

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Solving the Search Paradox for High-Ticket B2B Lead Generation Google Ads is one of the most powerful tools in digital marketing, but a lot of B2B companies have trouble getting their campaigns to perform. Why? Sometimes it’s because most of the Google Ads best practices they know about were designed for the B2C market, with […]

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Most PPC managers treat budget changes like a dial. Turn it up, get more sales. Turn it down, save money. The reality inside Google Ads is messier, slower, and a lot more expensive when you get it wrong. Pacing is not a setting. It is a behavior the system learns, and every edit teaches it […]

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Scaling paid media looks simple, but what usually happens is this: you push spend, performance holds for a few days, then CPAs start creeping up.  Branded and high-intent campaigns carry the account for a while, but the moment you lean into broader queries or new audiences, efficiency drops. It’s hard to be sure what’s working […]

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