09 · Resources
Running Google, Microsoft and Meta ads without letting them drift
A Google Ads, Microsoft Ads or Meta campaign pays off when it is measured on real enquiries, not clicks, and adjusted every week: negative keywords, tested ads, budget moved to what converts. Left alone, it spends whatever you give it.
Start with the guide
Send your CRM sales back to Google Ads: the guideIn B2B, the sale is signed weeks after the click, by phone or in a meeting. Until Google Ads knows that, it optimises for submitted forms, not for customers: here is how to send it the stages from your CRM.
3 articles
Stepping back7 min
AI and disinformation: lying machine or remedy?
One study shows that AI writes more convincing false information than humans do, another that it reduces conspiracy beliefs, but its journal has expressed a reservation. What we can take from them, and what the law requires of those who publish.
Choose and price7 min
Google Ads or Meta for a B2B SME: how to choose
Google Ads answers a search, Meta interrupts a news feed. In B2B, that difference decides which platform to start with, and how to judge the test.
Practical guide8 min
Send your CRM sales back to Google Ads: the guide
In B2B, the sale is signed weeks after the click, by phone or in a meeting. Until Google Ads knows that, it optimises for submitted forms, not for customers: here is how to send it the stages from your CRM.