Every few months, a new "definitive" Google Ads account structure guide appears online. Same advice, different author. One campaign per product category, separate brand and non-brand. Run Shopping and Search in parallel, add a PMax on top. Done. If it were that simple, every Shopify brand running Google Ads would be scaling profitably, but most aren't.

Brand campaigns look like paying for traffic you've already earned. The reality is more complex - here's how to make the right call for your Shopify brand.

Fabricated UGC converts, even on people who can see straight through it. This article explains why belief isn't the mechanism, what that means for the customers you're actually acquiring, and why brands relying on constructed testimonials are more exposed than their short-term ROAS suggests.

Here we are, half way through the year!

That means you have a whole six months of experience and learnings under your belt, and a whole six months of opportunity ahead.

UTM parameters may sound technical, but they're your marketing powerhouse. We delve into how these tiny tags revolutionise your campaign analysis. Discover the insights that drive better decisions, optimise ROI, and tailor your customer experience.

Creative fatigue is one of the biggest challenges for Meta advertisers in 2026, but a summer refresh doesn't mean starting from scratch. This article covers five low-effort ways to update your campaigns for the season: adapting existing assets, tapping into summer moments, testing behind-the-scenes content, adding seasonal copy hooks, and building a summer edit.

Meta's AI now controls bidding, audience targeting and creative rotation in your ads, but it can't set your strategy, write strong creative or decide your commercial goals. This guide explains what Meta's AI actually does, what it doesn't, and why running ads is still a specialist skill in 2026. Essential reading for founders questioning whether they're still in control of their ad spend.

Increasing ad spend won't fix a Shopify store that isn't built for scale. This guide covers the five areas most likely to cap your growth. If your CPA rises every time you push harder on budget, the problem is probably on the other side of the click.

From 1st July 2026, Meta is adding location-based fees to ad spend to cover Digital Services Taxes. UK advertisers will see a 2% surcharge on top of their billed spend, meaning your invoices won't match Ads Manager reporting. This article explains exactly what the fee is, which countries are affected, where it appears on your bill, and what it means for your reported ROAS and CPA.

Most Shopify brands run Google Ads purely as demand capture, Shopping, Search, PMax, then wonder why CPA climbs as they scale. This article explains the three-stage funnel that's actually working in 2026: demand generation via YouTube and Display, mid-funnel remarketing, and bottom-of-funnel conversion, and why brands without the top two stages pay more for every sale.

Most Google Ads problems don't trigger alerts, they just quietly drain budget while your dashboard looks OK. This article covers six red flags we find repeatedly in audits: broken conversion tracking, product feed errors, impression share loss, misdirected Performance Max, campaign structure leaks, and the cost of following Google's own recommendations without scrutiny.

Lining up reliable numbers in a growing e-commerce business is one of the biggest frustrations for founders. Here’s what you need to know about attribution.

With three mini holidays coming up in the UK, are you planning how you manage your ads around them? This is a super quick read for anyone wondering what special rabbits they need to pull out of the hat around the April and May breaks.

If advertising were foolproof, scaling a business would be simple. Increase budget. Increase revenue. Repeat. But anyone who has run ads, whether in-house or with an agency, knows it doesn’t work quite like that.

We're now a full month into 2026, and if you're running a Shopify store, you've likely settled into a bit of a Q1 rhythm.

If you’re a Founder, you don’t need to know (or care) about the mechanics of Meta ads to succeed on Meta. You just need to understand the one big shift that happened in 2025.

There’s no doubt that in businesses, big and small, the tussle between what Marketing wants to spend and what Finance wants to give is real! This blog explores the delicate balance between these two crucial departments and offers insights into how collaboration can lead to business growth.

As we head into 2025, Meta’s ad landscape is increasingly "creative-hungry." To make the most of this evolving space, it’s crucial to hone your brand's ad creative strategy across all budget levels.

We’re in that slightly uncomfortable late October/early November spot where you can feel the storm is coming, but everything feels unnervingly quiet.

We know that the one thing business owners want from their ad spend is results! Measurable, reliable, scalable results.