Small business
A business owned and operated by a small number of people, typically spending limited budgets on advertising to reach local or niche customers. Small business owners need to make careful choices about where and how to advertise because their resources don't allow for wasted spending.
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Judging an Ad That's Already Run
Where people quit your funnel tells you what's broken in the ad.
An ad that gets impressions (times it's shown) but no clicks has a different problem than one that gets clicks but no sales. The stage of the drop-off names the fix.
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Judging an Ad Before It Runs
Can an organic post predict whether a paid ad will work.
A free post can rule out an idea that nobody engages with, even for free, but strong organic engagement doesn't mean a paid ad will work the same way once strangers see it.
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Judging an Ad Before It Runs
Writing ad copy for strangers versus ad copy for comparison shoppers.
An ad aimed at someone who has never heard of your business needs to earn a second of attention and say who you are; an ad aimed at someone comparing options needs to answer the specific reason they haven't picked you...
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Advertising on a Real Budget
One platform, one budget: what a plumber should run.
Local service businesses do best on Google Local Service Ads; product and appointment-based businesses usually need a platform built for browsing and patience, not the one closest to the phone.
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Judging an Ad Before It Runs
Problem-first or product-first: how to pick your ad's opening.
Whether an ad should open by naming your customer's problem or by introducing your product depends on how much the viewer already knows they have a problem, not on which formula the marketer prefers.
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Advertising on a Real Budget
A pre-spend checklist for whether you're ready to advertise at all.
Most small businesses that decide advertising doesn't work never had a fair test: the site wasn't converting, the follow-up was too slow, or they judged results after two weeks and 40 clicks. Check readiness first.
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Judging an Ad That's Already Run
Which ad metrics actually tell you the creative worked.
Most post-campaign numbers grade your targeting and your budget, not your ad, meaning they tell you who saw it and what you paid, not whether the ad itself worked. Here's the short list that actually tells you if the ...
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AI in Advertising, Honestly
Predicting a winner and evaluating an ad are not the same job.
AI can tell you an ad follows patterns that worked before, and it can tell you an ad looks convincing, but neither is the same as telling you it will sell, and mixing up the three is where ad budgets get burned.
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60/40 rule
The 60/40 rule doesn't apply if you don't have two budgets.
The 60/40 rule was built for companies with a brand budget and a performance budget to split. Most small businesses have one ad account, so the ratio doesn't transfer, but the reasoning behind it does: mixing recognit...
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Judging an Ad Before It Runs
The first 60 seconds of reviewing your own ad.
Before you spend a dollar on an ad, the first 60 seconds of review should check two things: can someone recognize your brand without reading it, and is every claim in it true and provable. Everything else can wait.
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Advertising on a Real Budget
How to test ad creative on $500, not $2,000.
A $500 test won't tell you which ad wins, but it will catch a broken one before you waste money on it.