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Notes from audits and turnarounds. Mostly Google Ads, measurement, agency governance and regulated sectors.

• 12 August 2026Google Ads

  How to audit a Google Ads account: the twelve checks I run first

  The twelve checks I run on every Google Ads audit, from conversion actions to invalid clicks, and what each one usually finds.

• 5 August 2026Google Ads

  Value-based bidding: when it helps and when it hides problems

  Value-based bidding can rescue a starved account or quietly optimise to fiction. How to tell which is happening in yours.

• 29 July 2026Measurement

  Consent mode v2: what it really does to your conversion data

  What consent mode v2 changes in GA4 and Google Ads reporting, what you lose, what gets modelled, and how to plan for the dip.

• 22 July 2026Google Ads

  Why did my CPA jump after a site change?

  Landing page swaps, migrations and compliance edits all move CPA. A structured way to find which change did the damage.

• 15 July 2026Regulated sectors

  Advertising weight loss and prescription services inside the rules

  How UK telehealth and pharmacy brands can market prescription-adjacent services within ASA, MHRA and GPhC rules.

• 8 July 2026Google Ads

  Competitors bidding on your brand: a practical defence plan

  When competitors buy your brand terms, CPCs rise and share falls. A defence plan that contains cost without surrendering the term.

• 1 July 2026Measurement

  Offline conversion tracking: feeding real sales back to the platforms

  How to send fulfilled orders and refunds back into Google and Meta so bidding learns from real revenue, not page events.

• 24 June 2026Agency governance

  Is your agency underperforming? Ten questions that get honest answers

  Ten specific questions to ask an underperforming agency, and what evasive answers to each one usually means.

• 17 June 2026Google Ads

  Quality score at landing page level: the pages taxing every click

  Keyword quality score hides a landing page story. How to pivot QS to page level and find the URLs inflating your CPCs.

• 10 June 2026Measurement

  GA4 and Google Ads disagree: which number do you trust?

  GA4, Google Ads and your finance sheet will never match. What each one measures, why they differ, and which to use for what.

• 3 June 2026Google Ads

  The hidden cost of soft conversions

  When page events sit in the Conversions column, your CPA looks brilliant and your bidding optimises to nothing. How to structure conversion actions properly.

• 27 May 2026Measurement

  Cross-domain tracking: why your paid traffic shows as direct

  If your checkout lives on a subdomain or second domain, attribution can quietly break. How to spot it and fix it in GA4 and GTM.