09 · Resources
Running Google, Microsoft and Meta ads without letting them drift
21 articles
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.
Choose and price8 min
Microsoft Ads: the overlooked ad network for B2B
Bing, Yahoo, DuckDuckGo and Ecosia all show Microsoft's ads, and a share of searches made at work goes through them. What the network brings a B2B company, what it does not, and how to try it without rebuilding everything.
Practical guide6 min
Negative keywords: the fastest saving in Google Ads
Every search unrelated to your offer that triggers a click gets paid for. Negative keywords cut that spend in a few minutes a week, provided you read the real searches and know three of Google's rules.
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.
Understand6 min
Performance Max: what the automated campaign hides
Performance Max buys across all of Google from a single campaign, and decides on its own about channels, pages and part of the copy. What Google now shows, what you still have to check yourself, and when to hand it a budget.
Understand7 min
Retargeting without third-party cookies: what works in 2026
Chrome did not remove third-party cookies after all, but the retargeting built on them reaches fewer and fewer people. What happened, what still works, and the retargeting that runs on your own data.
Choose and price7 min
SEO or paid search: where to put the first euro
SEO builds an asset that takes months to pay back, paid search buys immediate visibility that stops with the budget. How to choose where to start, and why the two end up feeding each other.
Choose and price5 min
Social media advertising: what budget, what results
How much to put into Meta, LinkedIn or TikTok, and what to expect in return? Rather than a round figure, the budget is calculated from the cost of an enquiry, your closing rate and the length of the test.
Choose and price7 min
YouTube advertising for a B2B company
YouTube 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.