The Engine Room

The proven-discovery split: how to segment Performance Max campaigns by signal, not performance

Why Google's 'send more data' advice doesn't mention it's your legal liability, not theirs

Should I be optimising my business for ChatGPT citations instead of Google rankings?

Should you optimise for ChatGPT citations or Google rankings? Get the data-driven answer from 20 years of client work plus actionable strategies for both.

The Middle-Funnel Massacre: Why AI is eating your content clicks while Google Ads costs explode

AI Overviews are absorbing content clicks while driving up Google Ads costs. Learn how to rebuild your growth engine for AI-first search results.

Stop working in your Google Ads. Start working on them.

Google's automation requires enhanced conversions, Customer Match, and value-based bidding. Stop manual keyword management — start strategic data architecture.

The 70/30 Content Rule: Why I stopped chasing Google rankings and started building actual authority

Why I shifted from ranking-focused content to 70% perspective pieces, 30% guides. AI Overviews changed everything. Here's what works now for UK businesses.