Google Ads

Google Ads Account Audit Checklist for UK SMEs (Quick Wins Without Reckless Changes)

Google Ads Account Audit Checklist for UK SMEs

For many UK SMEs, Google Ads is one of the fastest ways to generate enquiries, but it is also one of the easiest places to waste budget. An audit should not be a dramatic rebuild for the sake of it. It should identify what is broken, what is unclear and what can be improved without damaging the parts that already work.

Google Ads Account Audit Checklist

Google Ads Account Audit Checklist

A useful Google Ads audit should reduce uncertainty, not create a long list of random tweaks. The goal is to find the places where money is leaking, confirm whether tracking is trustworthy, and prioritise changes that can improve lead quality or cost per lead without destabilising the account.

How to Structure Google Ads Campaigns for Lead Generation

How to Structure Google Ads Campaigns for Lead Generation

Good campaign structure makes Google Ads easier to control. It separates different types of intent, gives budget to the right opportunities, and makes reporting clearer. Poor structure does the opposite: it mixes services, locations and intent levels until the account is hard to optimise.

What NHS Campaigns Teach Us About Better Healthcare Marketing

What NHS Campaigns Teach Us About Better Healthcare Marketing

NHS campaigns are useful to study because they have to do a difficult job in public. They often need to explain a service, persuade people to act, manage trust, reach different communities and show that public money has been used carefully.

For healthcare providers, local services and care organisations, the lesson is not to copy NHS language or visuals. The useful lesson is how much discipline sits behind a good campaign: audience clarity, plain English, channel choice, operational readiness and measurement that reflects real action.