Conversion actions, tags and the gap between what a dashboard reports and what landed in your inbox.
Guide
Most impact reports are written to survive scrutiny rather than to be read, which is why they are long, cautious and largely ignored. A shorter report built from data you already collect does more, and takes less time to produce.
3 min
Guide
A conversion action is the event you tell Google Ads to count as a success, and every report and bidding decision hangs off it. Here is how it works, how the counting setting should be set, and how to check yours in ten minutes.
2 min
Guide
Smart bidding is Google Ads setting your bids automatically toward whatever your conversion actions count. It is genuinely good on clean data, and it fails in three predictable ways: fed fake conversions, starved of data, or judged too soon after a fix.
2 min
Guide
Plain definitions of remarketing and audience decay, and the reason a broken tracking tag is an urgent problem rather than a cosmetic one: every untagged day shrinks an audience you can never rebuild.
2 min
Guide
A plain definition of a GTM container, the public URL that lets you read any site's container without a login, and why checking inside one settles arguments that dashboards start.
2 min
Guide
Leads that drop straight after a website relaunch usually mean the tracking tags and old URLs did not survive the rebuild. Here is what breaks, the ten-minute self-check, and the order to repair it in.
3 min
Guide
I sent fifteen cold emails that carried evidence and got two replies, after thirty well-written ones that carried claims got zero. This is the framework that came out of that split, and why the most important step is deleting the findings that fail verification.
6 min
Guide
When Google Ads reports conversions your inbox never saw, the conversion action is usually firing on a page load instead of a real enquiry. Here is the ten-minute check, and what a healthy setup looks like.
4 min
Guide
An index of every self-check on this site, in the order you are likely to need them. Every check runs on public data or your own account, so you can verify what you are being told without hiring anyone.
4 min
Essay
Google searches grew right through 2025, but by early 2026 fewer than a third sent a click to the open web, and AI answers now read websites and speak for them. A dispatch from running search campaigns for small businesses in South Africa and the Philippines: how AI answers pick their sources, what is worth changing on a page, and why local search still decides most sales.
4 min