Forward thinking
Ideas for building better growth systems.
Google AdsFeatured
Your Google Ads account may be optimising for the wrong conversions
If the account is trained on the wrong signal, more budget produces more of the wrong outcome.
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Paid Media5 min read
Clicks are not customers: a better way to evaluate paid media
Reach and engagement are inputs. Qualified enquiries and revenue are the outcomes to judge campaigns by.
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Measurement7 min read
What a useful marketing report should actually tell you
The purpose of a report is to inform a decision. Most dashboards do not.
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Strategy5 min read
Why lead quality matters more than lead volume
A pipeline of poor-fit enquiries is a tax on the sales team, not a growth engine.
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Google Ads6 min read
When to increase your Google Ads budget and when not to
Additional spend should follow evidence of durable unit economics, not month-on-month optimism.
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Strategy5 min read
The difference between traffic growth and commercial growth
Traffic is a leading indicator at best. Revenue is the number the business actually operates on.
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