Auditing a PPC Account Before You Hire an Agency
Before you hire a PPC agency, don’t ask how much they can lower your CPC. Ask how your account is structured, what it’s optimized for, and how they decide where your money goes. A quick audit can tell you whether an account was built to grow your business, or just manage ad spend.
My 3-Question Framework Before Scaling Any PPC Account
Scaling a PPC account is exciting, but it’s not just about pouring more budget into campaigns. In paid media, more money doesn’t automatically mean better results, and opening up new platforms doesn’t guarantee success. Before scaling, I always ask myself three critical questions to ensure growth is innovative, sustainable, and measurable. 1. Are the metrics…
Your Agency Isn’t a Vendor. It’s a Mirror.
Your agency isn’t here to save a broken business, it’s here to amplify what already exists. The good. The bad. And the uncomfortable. Real growth doesn’t come from “running ads,” it comes from alignment across sales, marketing, and customer experience. If one piece is off, the whole system stalls.
Brand Consistency Is a Conversion Strategy, Not a Design Preference
Your brand doesn’t need a glow-up. It needs to stop acting like five different companies in a trench coat. If your ad sounds confident, your landing page sounds unsure, and your follow-up email sounds like Legal wrote it… Congratulations, you didn’t lose the conversion to budget or bids. You lost it to vibes. Brand consistency…
“Why Can’t We Just Send PPC Traffic to the Homepage?”
A Conversation Between a Client and an Account Manager Client:Why can’t we just send the ads to the homepage? Account Manager:Because PPC traffic isn’t here to sightsee. Client:But the homepage has everything. Account Manager:Exactly. And that’s the problem. The Homepage Is Doing Too Much Client:I don’t get it. The homepage shows all our services. Account…
Retention Is the New Acquisition: Why PPC Pros Need to Think Beyond the Click
Clicks and impressions are easy to get. True growth comes from retention, quality conversions, and delivering real value after the click. Here’s why PPC pros need to think beyond acquisition and focus on the full customer journey.
Why Responding to Google Reviews Impacts Both Organic and Paid Performance
PPC and SEO are often treated like separate strategies — different metrics, different dashboards, different teams. But customers don’t experience your brand in silos. They see your ad, Google your name, read your reviews, and decide whether you feel trustworthy before they ever convert.
I learned this firsthand after moving to a new state and…
The PPC Accountability Checklist: Questions Every Marketing Leader Should Be Asking
Let me tell you something I’ve learned after years of managing PPC accounts, fixing messy builds, and walking into accounts that looked “fine” at first glance… Sometimes campaigns look great on the surface, but underneath? And the wild part? Most of these issues aren’t the result of bad intentions; they happen because no one’s asking…
Avoiding Bold Tests in PPC: When “Stable” Becomes Stagnant
In PPC, stability feels good. Your campaigns are hitting goals, conversions are steady, and the account is “healthy.” It’s tempting to leave well enough alone. After all, why fix what isn’t broken? Stability can easily slip into stagnation, especially in an industry that changes as fast as PPC. Algorithms evolve, audiences shift, and new tools…
Own Your Ads. Own Your Data. And Stop Stuffing Your Site With 47 Tracking Scripts You Don’t Use.
The number of times I go to conferences and hear business owners casually mention that they don’t actually own their Google Ads account, their Bing account, or even their analytics is… mind-blowing. Or we jump on onboarding calls at the agency level and discover there’s no access, no ownership, no logins, and no idea who…
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