Fewer knobs, better results.
Match intent, not hype.
Data first, dollars next.
This focuses on the few levers that actually change performance:
Define one primary conversion (form, call, sale) and wire it correctly so every optimization is truth-based.
Structure campaigns by intent, not by guesswork—separate brand, category, competitor, and discovery so budgets don’t cannibalize each other.
Build tight ad groups with keyword-to-ad-to-landing alignment that raises quality score without gimmicks.
How It Works
Outcome First: You’ll pick a single, measurable goal and translate it into a conversion definition that tools can track.
Measurement Setup: Follow the guided Google Tag Manager flow—base tag, events, validation, and a mini audit so data is trustworthy.
Account Skeleton: Create a lean architecture with human-readable naming for campaigns, ad groups, assets, and experiments.
Keywords & Match Types: Map intent, assign match types deliberately, and add a first-wave negative list to prevent drift.
Copy that clicks—and converts.
Display that helps, not hurts.
Benefits You’ll Notice in the First Month
Clean data from day one. Conversion events and naming standards make reports readable and decisions quick.
Lower wasted spend. Negatives and match discipline reduce irrelevant clicks without crippling reach.
Calmer account management. A predictable schedule replaces impulse changes and folklore fixes.
Stronger Quality Signals. Better ad relevance and landing alignment often improve cost per result.
Brand-safe reach. Display runs as an assistant to search, not a distraction with questionable placements.
“I rebuilt a five-year-old account in two evenings using the guide. Lead volume went up 38% with the same spend, mostly from trimming search terms and pinning a headline with the offer.”
Nadia T.
“The weekly review sheet is gold. We stopped random edits and found two negative themes that paid for the course in ten days.”
Erik L.
About Us
We’re a small, practitioner-led team of performance marketers, analysts, and copy editors who prefer clarity over complexity. We’ve launched and repaired accounts across lead gen, local services, SaaS, and e-commerce. The materials here reflect what we use ourselves: minimalist structures, honest reporting, and ethical testing. We prioritize accessibility (captioned videos, high-contrast PDFs) and portability (templates that work in common tools). Our goal is simple: help you launch quickly, learn reliably, and scale sensibly.
Short FAQ
Do I need special software?
No. The assets are PDFs, spreadsheets, and standard containers. You only need access to Google Ads and Tag Manager.
Can this replace an experienced media buyer?
It’s designed to make beginners competent and help seasoned marketers rebuild fast. For complex accounts, treat it as a foundation.
How fast can I launch?
Most users complete a validated basic setup in a single afternoon and begin the first optimization loop within two weeks.
Is display optional?
Yes. If search alone meets your goals, keep it lean. The display module is there when you want supportive reach with guardrails.
