Index
Every public page on this site.
If a URL is here, it is meant to be read. Thin doorway copies are not the job.
Practice
Service, sector and journal notes
- Google Ads, bought by someone whose name you will know.
- Paid search is a query job, not a keyword museum.
- Shopping starts in the feed, not in the bid.
- Performance Max, with the lights on.
- Video only when the offer can stand a longer look.
- Paid social with a rotation, not a single ad left to die.
- Meta ads that obey the banner and the offer.
- TikTok when the offer can live in the feed — not as a bolted-on “youth channel”.
- SEO for queries that already want to buy.
- Technical SEO is the site getting out of its own way.
- Pages written for a query, an offer, and a next step.
- The page has a job before the ad has a budget.
- Conversion work on pages that already have a pulse.
- Measurement a finance director can read.
- GA4 with a small event list you can defend.
- If the banner says reject, the tags stay dark.
- Email only where the list is yours to use.
- Creative against the offer, not against a brand film brief.
- An outside read for teams who already have buyers.
- Retail: feed, margin, then bids.
- DTC: the offer has to survive the click.
- Home services: the phone has to be answered.
- Professional services without the fake urgency.
- Training: syllabus first, then paid.
- Memberships described as memberships.
- B2B: qualified enquiry, not a form mountain.
- Local work for operators who can actually get there.
- Ecommerce: the till has to agree with the ads.
- Catalogues: merchandising is the media plan.
- Leads that someone will actually take.
- Existing accounts: we tidy, we do not kidnap.
- A desk in Salford, not a virtual postcode.
- Manchester operators, Salford desk.
- Greater Manchester, one borough at a time.
- UK retainers, still a named desk.
- The process is access, then honesty, then spend.
- Month to month, after a 60-day setup.
- A ledger, not a slide opera.
- Tracking is a claim. It has to be true.
- Questions before the brief.
- How a brief becomes a desk.
- Why this desk, and not a pod.
- When we will say no.
- Accessibility on this site.
- Complaints go to a named inbox, not a void.
- Words we use, as we use them.
- We hire rarely, and we mean it.
- A brief is one claim, one proof, one next step.
- Negatives are the real strategy
- The feed is the campaign
- Creative fatigue is a calendar
- Calls are not conversions until someone answers
- If the brief is a novel, the offer is not ready
- Thirty days’ notice is a feature
- PMax is not a broom cupboard
- Read the query report before the keyword planner