Vince ServidadPPC & Creative Strategist
Send your site and what is not working. I will tell you what I would fix first.
Marketing notes
Practical guides on Google Ads, Meta Ads, creative testing, measurement, landing pages and Shopify.
Start with the problem you are working on. Each article explores what to inspect, what the evidence can tell you and what to consider next.
Browse practical resources ↗All · Page 5 of 17 · 204 articles
SaaS search demand splits into three groups with completely different costs, conversion rates, and honest definitions of success. Running them in one campaign guarantees the cheapest one gets the credit.
Read article ↗The campaign with the best cost per signup is frequently the campaign with the worst cost per customer. Signup is not a conversion — it's a request to be convinced, and most SaaS accounts bid as though it were the finish line.
Read article ↗In ecommerce the revenue arrives with the conversion. In SaaS it arrives monthly for years, or it stops in week three. A target CPA that ignores that difference is a guess wearing a number.
Read article ↗A firm can buy the most expensive clicks in search and lose most of them in the twenty minutes after the phone rings. Intake is not an admin function — it's the last mile of your media buy.
Read article ↗When a single click costs more than most businesses spend in a day, the usual optimisation habits stop applying. Here's what changes when every wasted query is real money.
Read article ↗Legal keywords are among the most expensive in search, and two enquiries from the same keyword can differ in value by an order of magnitude. Cost per lead cannot survive that spread.
Read article ↗Work backward from crew capacity, close rate, and gross profit to calculate a defensible Google Ads budget—then decide whether to scale, hold, or fix the funnel.
Read article ↗More leads will not fix the wrong jobs, missed calls, slow follow-up, or bidding that cannot see revenue. Use this practical audit to find where paid traffic is leaking before you spend more.
Read article ↗LSAs sit above everything, charge per lead, and need screening. Search gives you control and reach. For most trades the answer is both — but only if you know which one each job type belongs in.
Read article ↗Most trades businesses with a lead problem don't have a lead problem. They have a response-time problem — and no amount of extra budget fixes a callback that happens the next morning.
Read article ↗A burst pipe at midnight and a kitchen remodel researched over six weeks are two different businesses sharing one ad account. Run them together and the urgent work quietly pays for the browsing.
Read article ↗A roof replacement and a gutter clean come from the same campaign and are worth wildly different amounts. Until you bid on job value instead of lead volume, you are buying the cheap ones.
Read article ↗Share your website, goal and current setup. We can discuss whether the project is a fit and agree on the work before it starts.