Notes from the work.
Practical notes on paid advertising, landing pages, search and AI visibility, and measuring marketing against the sale. Written by Sam Sommerville.
How to show up when customers ask AI
More people now ask ChatGPT and Google's AI for recommendations. What these assistants draw on, and the practical steps that make a business easier to recommend.
Meta lead forms or landing pages?
Meta instant forms make it easy to enquire. Landing pages make people think first. Which one works depends on the business, and here is how to decide.
Negative keywords, the cheapest fix in Google Ads
A disciplined negative keyword list is one of the fastest ways to cut wasted spend and steady your cost per lead. How to build and maintain one.
Start narrow, then scale
How to budget a new advertising account so it proves itself before it grows. Why a small, tightly targeted start beats a broad launch.
What a lead really costs
Cost per lead is the number every ad platform reports, and it is the wrong place to stop. Here is how to measure marketing against the sale instead.
What a monthly marketing report should include
Most marketing reports are long on charts and short on answers. The handful of things a business owner actually needs to see each month.
Why your Google Ads leads don't convert
When Google Ads traffic arrives but enquiries don't follow, the problem is usually the page, not the keywords. A checklist for fixing the fit between search, ad and landing page.