Before you optimise, make sure you’re counting the right thing
A conversion is a definition before it is a number. Make that definition useful to the business.
VOL. 01 / OCTOBER 2026GOOD THINKING IS WORTH DIGGING FOR
TREASURES
A field journal for better Google Ads decisions.
THE FIRST DISCOVERY / FOUNDATIONS
Before you optimise, make sure you’re counting the right thing
A conversion is a definition before it is a number. Make that definition useful to the business.
Unearth the story3 MIN READGEM 01 / 10
Beyond the dashboard, there’s a better question.
What should we change—and why?
Leave with a decision.
DIG A LITTLE DEEPER
The collection
Cheap leads can be an expensive strategy
Follow enquiries through to qualified demand and customers before deciding which campaign deserves more money.
Mine the search terms for intent, not just exclusions
Good query analysis finds useful demand as well as waste. Start with what the business can actually serve.
Put the next dollar where it can earn its place
Budget allocation is a decision about additional outcomes, commercial constraints and capacity.
Give Smart Bidding a goal worth pursuing
Automated bidding needs a meaningful signal, workable targets and a review process that respects outcome delay.
Make the offer clear enough to deserve the click
Strong ads connect a real customer need with a credible promise, useful proof and an appropriate next step.
The click is only the entrance to the mine
A landing page must carry the promise through to a successful, meaningful action.
Performance Max needs a coherent brief
Give cross-channel automation meaningful goals, consistent creative and destinations that can fulfil the promise.
A product feed is part of the sales experience
Eligibility, accurate product information and merchandise economics belong in the same retail strategy.
Build a 90-day plan that leaves you wiser
A useful quarter connects evidence, owned changes and explicit decisions—not a long list of account edits.
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