Let’s be blunt about how Google works in 2025. For the last few years, buying Google Ads has been the Premier League. It wasn’t always like this. SEO was always the best game to play as the ROI was always there. As more and ads appeared, the dynamic changed. Now…
For decades, economists and technologists have deployed the same reassuring narrative whenever new technology threatens existing jobs: “This time isn’t different. Every technological revolution has displaced workers temporarily, but ultimately created more jobs than it destroyed. The printing press, the steam engine, computers – people always panic, but human adaptability…
Bottom Line Up Front: We’re witnessing the emergence of a brutal new economic reality. AI isn’t just changing how we work – it’s creating an exponential divide between humans based on a single critical skill: the ability to verify AI output. Most knowledge workers are about to discover they’re on…
The SEO Casino: A Rigged Game Where Everyone Bleeds I once described search engine optimisation as a dollar auction. That was back in 2022. It was a game theory puzzle where players foolishly bid more than a prize was worth simply to avoid losing. The comparison felt right then. SEO…
Why the May 2025 Blog Post is Just Old SEO Advice with a New Wrapper. Google’s recent Search Central blog post on how to appear in AI Overviews and AI Mode has been making the rounds. Authored by John Mueller, it promises insight into succeeding in the age of AI…
I saw that with a VPN you can actually test out AI mode now, so I thought I’d give it a whirl. I asked it, “Who’s the best PPC person?” It came with a load of agencies, and then asked about me. This is a problem because in this AI…
Let’s be honest – LinkedIn has become a landfill of AI-generated drivel dressed up as thought leadership. It’s like someone fed a Hallmark card, a TED talk, and a motivational Instagram page into ChatGPT and clicked “Post.” If you’ve been getting the ick from LinkedIn posts and couldn’t quite put…
There’s a myth that refuses to die in digital marketing. The idea that your business is so unique, your funnel so special, your segmentation so clever, that you need a custom Google Ads setup to make it work. It’s not just wrong. It’s inefficient. In 2025, Google Ads is functionally…
I occasionally get asked about Magento Tracking. I turn all these jobs down though as the simplest and most cost effective way is to install a plugin. There are many plugins out there and I don’t have the ability to analyse them, so I asked o3 for it. 5 Reliable…
Tracking in Google Ads and Microsoft Ads (Bing) isn’t complicated, but a lot of people overthink it. For 90% of advertisers, the defaults are fine. You don’t need to build tracking templates, you don’t need a PhD in UTMs. Just use the built-in auto-tagging settings and move on. Microsoft Ads…
This post is something I used Gemini to write and implement. You can actually just use the chat above to get your own custom version of it. Copy the below question with your form and it will spit out the answer. Never Lose Lead Data: Capture URL Parameters in Contact…
TLDR Google Ads has changed – AI and automation are now the core mechanics. Many advertisers still avoid Google reps, assuming they’re biased, unhelpful, or simply a waste of time. But here’s the reality, even a bad rep forces you to articulate and refine your thinking. Used strategically, reps become…