Practical guides on SEO, AI search, Google & Meta ads and turning visitors into bookings — the playbook we use for travel brands.
A paid ads pilot should have a fixed budget, one goal and pass/fail numbers written before you spend. Here is a six-step method for deciding to scale, adjust or stop.
Read →Paid ads can work for professional services, but the economics differ from e-commerce. This guide covers channels, budgets, campaign structure and what to track.
Read →Meta retargeting for tour operators: build audiences by intent, exclude buyers, match creative to the stage and judge it on real bookings.
Read →Ads Manager offers dozens of columns, and most of them distract. Here are the six metrics that actually explain performance, how to read them together and which columns to hide.
Read →A good paid media agency does a lot more than launch ads in month one. Here is a week-by-week checklist of what you should see, ask for and be wary of before you judge the results.
Read →A conversion should be the action that best predicts revenue, and only that action should be primary. This guide shows how to choose, demote vanity actions and audit your setup in an hour.
Read →Small Google Ads accounts rarely have enough data for every bidding strategy. Here is when Maximize Conversions makes sense, when Target CPA is safer and how to move from one to the other without wrecking performance.
Read →After launching or changing Smart Bidding, wait one to two weeks or until you have enough conversions to judge. Here is which changes restart learning, which are safe and when waiting costs too much.
Read →Broken conversion tracking quietly wrecks automated bidding. Here is a 20-minute test, in five checks, that tells you whether your Google Ads conversions are real, duplicated or missing.
Read →Search, Performance Max and Meta campaigns set up and managed every month, with tracking to your booking system. From 290 €/month + ad spend.
A practical way to divide a fixed November ad budget across the five days from Thanksgiving to Cyber Monday, with a default split, the signals that should move it and a pause rule for each day.
Read →For most small advertisers, Black Friday and Cyber Monday work best as one campaign window with two creative phases. Here is when to split them, how to divide the budget and what to change on Monday.
Read →Most responsive search ads contain fifteen versions of the same sentence. Here is a seven-angle method for writing headlines and descriptions that can be combined freely and tested properly.
Read →Performance Max for tour operators: when it adds bookings, what to set up first, and how to keep brand traffic from inflating results.
Read →Many ad agency reports describe activity rather than results. Here are the seven numbers a useful report should contain, the vanity metrics to treat with caution, and questions for your next meeting.
Read →Industry averages for cost per lead rarely match your business. Here is a five-number method, with a worked example, for working out the most you can afford to pay for a lead.
Read →Meta ads for tour operators: how to pick empty departures, build audiences, use your own photos and retarget lookers to fill the shoulder season.
Read →Black Friday is over and your ad account still needs attention. Here is a five-step December routine for reviewing the sale, resetting budgets, protecting against delivery problems and setting up January.
Read →A starter Google Ads structure for tour operators: campaigns by product, keywords, negatives, ads and tracking, plus how to read the first four weeks.
Read →Ad scheduling can stop wasted spend, but switching ads off at the wrong hours can also cost you your best customers. Here is how to decide using your own data, plus three safe setups.
Read →Negative keywords are the cheapest way to protect a small Google Ads budget. Here is a starter list structure, the match type rules that trip people up, and a maintenance routine.
Read →Preparation gets you to Black Friday; what you do each day of the week decides the result. A practical day-by-day routine for watching spend, stock, tracking and creative.
Read →A 4x ROAS can lose money and a 2x ROAS can print it. Here is the margin-based formula for break-even ROAS, with worked examples and the costs most owners forget.
Read →If an agency runs your ads inside its own account, you may not be able to take your history with you when you leave. Here is how to set up Google Ads and Meta so you always own the asset.
Read →With a €1,000 monthly budget you can run one channel properly, not two badly. Here is how to choose between Google Ads and Meta Ads for B2B leads, with the arithmetic.
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