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
YouTube advertising for a B2B companyYouTube is not just for consumer brands: a video shown to people who searched your topics on Google can prepare a B2B sale. The formats, the targeting that matters, what you pay for, and how to judge it on enquiries rather than views.
20 articles
Practical guide6 min
Ad landing page: why the ad is never the only problem
When a campaign disappoints, people rewrite the ad and adjust the budget. Often it is the landing page that loses the visitors: too slow, too vague, or not keeping the promise the ad made.
Practical guide8 min
Testing an ad: how many clicks before you conclude
Two ads, a few days, a gap in click-through rate: a winner is declared, often too early. How many clicks it really takes to decide, why checking every day skews the result, and what a small account can still test.
Understand7 min
Ads in AI answers: what we know about ChatGPT and Google
Google shows ads in its AI Overviews, ChatGPT below its answers, in Europe since late August 2026. What we know about how they work, what an advertiser can control, and what it cannot see yet.
Understand7 min
Advertising and AI: generated copy and visuals, what works
Ad platforms now generate headlines, descriptions and images from your website, and any assistant writes ten variants in a minute. What AI does well in an ad, what still needs a human read, and which images must be disclosed.
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.
Understand8 min
Consent Mode: conversion tracking explained without jargon
When a visitor declines cookies, your campaigns lose part of what they measure. Google's Consent Mode, and its Microsoft equivalent, pass that choice on to the tags and estimate some of the lost conversions: what it does, what it does not, and what its estimates are worth.
Practical guide7 min
Customer acquisition cost: calculating it to the signed sale
The cost per lead shown by the ad platform stops at the form. Customer acquisition cost goes all the way to the contract: what goes in the numerator, what you count in the denominator, and the setup that makes the calculation possible.
Choose and price7 min
Google Ads agency: what the contract should contain
Handing your campaigns to an agency means handing over a budget, an account and data. What the contract should say about account ownership, money, deliverables, results and exit, and what Google already requires.
Choose and price7 min
Google Ads in B2B: the minimum budget that gives a signal
In B2B, a Google Ads budget that is too small does not just cost little: it tells you nothing. The right minimum comes from your click price, your enquiry rate and the number of enquiries you need to judge.
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.
Choose and price7 min
LinkedIn Ads: expensive, but who is it worth the price for?
LinkedIn Ads has a reputation for being expensive, because it sells access to a job function, a company and a seniority level. Who that targeting is worth the price for, and how to check before committing a budget.
Practical guide9 min
Local advertising: attracting customers within 20 km
For a business that serves an area, every click from too far away is paid for nothing. How to set the area, address and schedule of a local campaign, and what to put on the page so that a neighbour becomes a customer.