Insights
What we learned
with the money on.
Attribution, paid media and the automation in between. Written by the people running the accounts, not by a content team.
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The Google Ads optimisation checklist for 2026
Forty-one checks in the order we run them on a new account, from conversion tracking to the weekly cadence.
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Attribution for hotels, resorts and vacation rentals: a map of where it breaks
Three breaks sit between a hospitality ad and a confirmed booking: the booking engine hand-off, the phone share, and the OTA floor. Here is the whole map.
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Can you use a wa.me link as a Google Ads final URL?
Yes, with conditions. What Google allows, what breaks, and when the Message asset is the better route.
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How to prove which ad produced a specific paying customer
Analytics counts sessions. Your money lives elsewhere. Joining a click identifier to the sale record is small engineering that almost nobody does.
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Published is not indexed, and the difference is your whole content programme
A post that is not indexed cannot be found, cited or ranked. How to check in Search Console, why it happens, and why publishing more makes it worse.
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Your best customers call. Your ad account optimises for the ones who don't.
When calls and emails are invisible, budget drifts to the people who prefer forms. How to see the conversation, and why grading it beats counting it.
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When cost per lead is bad, the campaigns get blamed and the form is usually guilty
How to tell a traffic problem from a conversion problem before you touch a bid, what to instrument, and why every extra field is a chance to say no thanks.
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Why your sales say Direct when the customer came from an ad
Direct usually means the measurement lost the thread at a domain boundary. What actually happens, how to confirm it, and the fix in the order it pays.
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An enquiry answered in two minutes is a different enquiry
Speed to lead decides who enrols. Why a two-minute reply converts differently from a two-hour one, what to measure, and what to do if you cannot automate.
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The three places your marketing loses its chain of custody
Evidence law has a rule for proving nothing was tampered with. Marketing has no equivalent, and the gap shows up in three predictable places.
Find out what you can’t prove.
Free Attribution Leak Audit. Five working days. No pitch inside.