The challenge is working out what actually applies to your business, your customers and your advertising budget.
Strategy Notes is where I share practical observations, explanations and ideas about Google Ads, Meta Ads, Facebook and Instagram advertising, campaign optimisation and wider marketing strategy.
No endless lists of things you should be doing.
Instead, the focus is on understanding what the numbers are telling you, asking the right questions and making informed decisions about what to do next
Topics include:
Topics include:
These notes look at the wider decisions that influence advertising performance, including:
Topics include:
Topics include:
Get practical answers to common marketing questions about advertising budgets, campaign performance, Google Ads, Meta Ads, testing, conversions, strategy, and making better marketing decisions.
Discover how stronger messaging, headlines, offers, calls to action, creative variations, and structured testing can improve advertising performance across Google, Facebook, and Instagram.
Learn how to interpret important advertising metrics including cost per click, cost per lead, conversion rates, ROAS, acquisition costs, attribution, analytics, reporting, and performance.
Explore practical advertising strategy ideas covering channel selection, campaign objectives, customer journeys, marketing funnels, budgets, offers, lead generation, e-commerce, testing, and priorities.
Discover practical Meta Ads strategies for Facebook and Instagram, including audience targeting, creative testing, campaign objectives, placements, budgets, retargeting, scaling, and performance analysis.
Learn practical ways to improve Google Ads performance, from keyword strategy and campaign structure to budgets, conversion tracking, search terms, and ongoing campaign optimisation.
Depending on what you need, you can choose:
Every Strategy Note should target one specific search question or long-tail keyword rather than trying to rank for a broad term such as “Google Ads”.
Examples: