A customer searches “best running shoes for flat feet”, clicks a Google Shopping ad and buys that afternoon. Another sees a short video from an activewear brand on Instagram, saves it, then returns a week later after

A customer views a product twice, adds it to their basket, then sees a dynamic ad on Instagram and purchases that evening. Meta reports a conversion. Google may report one too if they also clicked a branded

A campaign can look busy while quietly missing the commercial job it was hired to do. Spend is leaving the account, impressions are rising and the dashboard has plenty of activity, yet new-customer revenue, qualified leads or

Google Shopping does not see your product pages in the same way a customer does. It relies heavily on the data you submit, and your title is one of the clearest signals available. When you optimise product

A campaign can show a healthy click-through rate, generate plenty of add-to-baskets, and still fail the only test that matters: whether it produces profitable new customers at a level you can scale. That is why the debate

A campaign can report a £40 cost per lead and still be a poor investment. If those leads never book, do not qualify, or are consistently lost by sales, the platform result is hiding the commercial reality.

A rising cost per acquisition is rarely just a media-buying problem. It is usually the visible result of weaker creative, unclear tracking, an underperforming product page, or a bidding strategy that has outgrown the available data. To

A Meta campaign can look healthy at first glance while becoming less efficient by the day. Spend holds, delivery remains stable, and the platform keeps finding impressions. Then cost per acquisition rises, click-through rate softens, and the

Google Merchant Centre optimisation is often treated as account housekeeping. That is a costly mistake. For an established eCommerce brand, the product feed is the input Google uses to decide when, where and for which searches your

The fastest way to make paid media unprofitable is to celebrate a strong platform ROAS before checking what it means for the business. A profitable media buying strategy starts with the numbers that remain after product cost,