Notes from the account desk
Plain-English thinking on Google Ads, paid search and matching your ad spend to revenue.
GA4 Conversion Tracking: Set Up Key Events That Count
How to set up GA4 conversion tracking in 2026: flag the right key events, link Google Ads, test that it works and reconcile the numbers with your sales.
Read article →28 Oct 2026Product Page Optimisation: How to Lift Add-to-Cart Rate
Product page optimisation for Australian ecommerce: what to put on the page, how to cut buying doubt, and how to test and measure add-to-cart rate properly.
Read article →27 Oct 2026Lead Scoring Models: How to Choose and Build One That Sells
Lead scoring models explained: rules-based vs predictive, fit vs intent scoring, thresholds, and how to test scores against closed revenue in your CRM.
Read article →27 Oct 2026Why Your Google Ads Aren't Getting Conversions (And How to Fix It)
Why Google Ads aren't converting: irrelevant search terms, broken conversion tracking and underbidding. A pest control case study ($700 to $100 per lead) and a 30 minute check for your own account.
Read article →26 Oct 2026Jesse's Playbook: Broad Match vs Exact Match for SMBs
Jesse's agency playbook on why broad match wastes budget for SMBs, with a three step bidding plan and weekly fixes you can run now.
Read article →26 Oct 2026Data-Driven Attribution: How It Works and When to Trust It
What data-driven attribution does in Google Ads and GA4, how it differs from last click, and how to check its numbers against real revenue in your CRM.
Read article →25 Oct 2026TikTok Pixel Setup: A Step-by-Step Guide for Australian Businesses
Set up the TikTok Pixel properly: create it, install it, add the Events API, test it and keep it privacy-compliant in Australia. Practical steps from a paid media specialist.
Read article →25 Oct 2026Dynamic Search Ads vs Responsive Search Ads: Which Should You Use?
Dynamic search ads vs responsive search ads: how each works, a side by side comparison, when to use each, how to run both and what the 2026 AI Max upgrade changes.
Read article →25 Oct 2026How Much Does It Cost to Hire a Google Ads Specialist?
What a Google Ads specialist costs in Australia, what you get at each price, the hidden costs, the minimum budget and a case study where the reported cost per customer was less than half the true one.
Read article →24 Oct 2026Offline Conversion Tracking: Feed Real Sales Back to Google Ads
How offline conversion tracking and closed-loop attribution work in Google Ads and Meta: capturing GCLID and fbclid, CRM fields, the 2026 Data Manager change and checking the data.
Read article →23 Oct 2026Landing Page Conversion Rate: What's Good and How to Lift It
What a good landing page conversion rate looks like, why benchmarks mislead, and how to measure and lift yours against real revenue, not platform numbers.
Read article →22 Oct 2026Call Tracking Setup for Google Ads: An Australian Guide
How to set up call tracking for Google Ads in Australia: forwarding numbers, dynamic number insertion, call length, CRM matching and call recording rules.
Read article →21 Oct 2026First-Party Data Strategy: A Practical Plan for Australian Advertisers
Build a first-party data strategy that holds up under the Privacy Act and feeds Google Ads and Meta Ads with real CRM revenue, not platform guesses.
Read article →20 Oct 2026GA4 Audit Checklist: 12 Checks Before You Trust the Data
A practical GA4 audit checklist for Australian businesses: check key events, Google Ads links, duplicate leads, privacy settings and CRM reconciliation.
Read article →20 Oct 2026Should I Hire a Google Ads Manager or Do It Myself?
Should you do Google Ads yourself or hire a Google Ads manager? The signs, time, costs, two case studies and the questions to ask before you hire anyone.
Read article →19 Oct 2026Marketing Efficiency Ratio (MER): How to Calculate It and What a Good Number Is
Learn how to calculate your marketing efficiency ratio, work out your breakeven MER from margin, and use MER alongside ROAS and CRM revenue to judge ad spend.
Read article →18 Oct 2026Server-Side Tracking: What It Is and When It Pays Off
Server-side tracking explained by a senior paid media specialist: how GTM server-side and Meta CAPI work, what they cost, the privacy rules in Australia, and setup.
Read article →17 Oct 2026GA4 Ecommerce Tracking: Reconcile CRM Before Scaling Ads in Australia
Set up GA4 ecommerce events, validate purchases in DebugView, and reconcile revenue with CRM data before using reports to guide Google Ads and Meta Ads.
Read article →16 Oct 2026CDP vs CRM for Australian Marketers: Fix Tracking Before You Buy
See how Australian marketers can choose between a CDP and CRM, reconcile ad spend with CRM revenue, and fix tracking before buying a platform.
Read article →14 Oct 2026Meta Ads Attribution: Check CRM After 2026 Changes in Australia
Meta Ads now separates link clicks from engage through conversions. Compare campaign totals with CRM revenue before changing bids or budgets.
Read article →13 Oct 2026LTV to CAC: Check CRM Revenue Before Trusting 3:1
Learn how to calculate the LTV to CAC ratio, use margin adjusted lifetime value, and match ad conversions to CRM revenue before changing spend.
Read article →12 Oct 2026Professional Services Lead Generation: Stop Chasing Lead Volume
Build referrals, expertise content, targeted outbound, and paid ads, then connect leads to signed revenue before scaling spend or wasting partner hours.
Read article →11 Oct 2026B2B Google Ads Strategy: Track CRM Revenue, Not Clicks
Build a B2B Google Ads strategy around CRM revenue, not clicks. Capture GCLIDs and import offline conversions before testing value based bidding.
Read article →10 Oct 2026Increase Ecommerce Conversion Rate in Australia: Measure Before Ads
Increase ecommerce conversion rate in Australia by fixing tracking before ads, validating four GA4 checkout events, and setting a 90 day baseline.
Read article →9 Oct 2026Reduce Cart Abandonment: 4 Step Measurement Playbook for Australia
Measure checkout drop offs, fix the single biggest friction, and validate changes against CRM revenue. A measurement first playbook with ACCC compliance...
Read article →8 Oct 2026Close More Revenue: MQL vs SQL Handoff Playbook for Australian Marketers
Turn MQLs into SQLs with a measurement-first plan: agree a written SQL, set a five minute SLA, score leads, and send CRM stage events to Google and Meta....
Read article →7 Oct 2026Stop Wasting Ad Spend: TikTok Events API for Australian Teams
Developer and marketer playbook for the TikTok Events API: a server to server checklist with OAIC privacy steps, deduplication checks, and CRM reconciliation.
Read article →6 Oct 2026Revenue Marketers: Pipeline Attribution Audit to Tie Ads to Closed Won
Practical audit checklist that ties ad touchpoints to CRM closed won revenue, sets up offline conversions and Smart Bidding, and schedules incrementality...
Read article →5 Oct 2026Under 500 SKUs? Ecommerce Feed Optimization to Stop Disapprovals
Operations-first feed guide for ecommerce teams to stop disapprovals and measure feed performance against CRM revenue.
Read article →4 Oct 2026Fix Tracking First, Then Tools: Click Fraud Protection for Agencies
Measurement first playbook for paid media teams. Fix tracking and reconcile CRM revenue, run weekly account hygiene, then add a third party audit layer.
Read article →3 Oct 2026Copy Paste UTM Naming Conventions for Marketing Teams and Analysts
Copy paste UTM naming convention for marketers and analysts. Ready values, rollout checklist, and CRM capture steps to keep reports reconciled.
Read article →1 Oct 202610 Step 72 Hour Audit to Fix Facebook Ads That Stopped Converting
Run a 10 step, 72 hour audit to reconcile Meta conversions with your CRM, fix broken tracking and check OAIC/ACMA compliance. $99 AUD agency audit option...
Read article →30 Sept 2026Stop Wasting Ad Spend: Google Ads Conversion Tracking for Agencies
Agencies: set up and verify Google Ads conversion tracking, enable enhanced conversions, and reconcile with CRM to stop wasted ad spend.
Read article →28 Sept 2026Fix Tracking and Map CRM Revenue Before Value Based Bidding
Fix tracking, map CRM revenue, and send conversion values so Google Ads value based bidding optimizes real revenue not vanity metrics. A measurement first...
Read article →1 July 2026Why Your Google Ads Reporting Is Probably Lying to You
The conversions in your ad platform and the money in your bank account rarely match. Here's why, how CRM-matched reporting fixes it and what to check this week.
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