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Practical takes on paid advertising — what works, what doesn't, and what's actually worth your budget.
Guides
- Living guide 8 sections
Google Ads for Small Business: What Actually Works (And What Doesn't)
The defaults Google sets for small businesses waste 40-70% of your budget. Here's the manual system that fixes each one — with real data.
- Living guide 8 sections
Google Ads Strategy: The Manual System That Cuts Your CPA
Smart Bidding, broad match, and automated targeting waste most small business budgets. Here's the manual system we use instead — with real data from real accounts.
Articles
- strategy
How to Structure Your Google Ads Account for Maximum Control
One campaign per service. Exact match ad groups. Dedicated landing pages. Here's the account structure that gives you budget control and clean reporting.
- strategy
Google Ads Bidding Strategies: Why We Only Use Manual CPC
Every bidding strategy explained — and why Manual CPC consistently outperforms automation for small business accounts. Real data: $71 CPA to $2.72.
- strategy
Google Ads Conversion Tracking: What to Track and How to Prove Your Ads Work
Not impressions. Not clicks. Real conversions — traced from ad to customer. How to set up tracking that tells you exactly where every dollar went.
- strategy
Google Ads Location Targeting: The Setting Most People Get Wrong
Google's default shows your ads to people 'interested in' your city — not people IN your city. One setting change stops paying for out-of-area clicks.
- strategy
Why Your Homepage Is Killing Your Google Ads Conversions
Stop sending ad traffic to your homepage. One landing page per keyword group, headline matching the search — that's how you double conversion rates.
- strategy
Exact Match vs Broad Match vs Phrase Match: The Case for Staying Exact
The industry says go broad with Smart Bidding. The data says exact match wins on CPA, ROAS, and CTR. Here's why we never use broad match.
- strategy
The Google Ads Negative Keywords List That Saves 40% of Your Budget
We build 200+ negative keywords per account. Here are the categories of waste we block — and how to find yours in the search terms report.
- troubleshooting
Your Google Ads Are Wasting 40-70% of Your Budget. Here's Where.
Broad match, missing negatives, automated bidding, wrong landing pages, bad location targeting, no tracking. Six places your budget leaks — and how to stop each one.
- advertising
Yelp Advertising: Cost, Benefits & Whether It's Worth It for Your Business
Thinking about Yelp advertising? Learn about Yelp ad costs, benefits, and whether it's worth it for your business. See how it compares to Google & Bing Ads.