CATEGORY
Advertising.
Paid channels: when advertising is the right call, how it sits next to search, what conversion tracking has to be in place before a campaign runs.
Advertising buys attention quickly and stops the moment you stop paying. Search builds slowly and keeps returning. Which one to start with depends on how long you can wait and how well the site converts what it already receives.
The pieces under this heading cover the choice between the two, what has to be measured before any budget is spent, and how to tell a working campaign from a busy one.
WHAT WE LOOK AT HERE
- Is conversion tracking connected before the first campaign runs
- Can you see which campaign produced which enquiry
- Does the landing page answer the promise the ad made
- Who owns the ad account and the historical data
01ADVERTISINGHow to advertise on Google and set up your first search campaign30 September 2026 · 13 minThe order we follow to advertise on Google, from opening the account to the first week's checks. Verification, conversion tracking, settings, keywords, ads, bidding and billing, with Google Ads Help sources.02ADVERTISINGHow much Google Ads costs in 2026 and how CPC is set28 September 2026 · 12 minGoogle Ads cost is set by an auction on every search. What drives cost per click, UK figures for September 2026 and how to work out a monthly budget.03ADVERTISINGShould you start with SEO or Google Ads?8 April 2026 · 2 minOne rents visibility, the other accumulates it. Which to start with depends on how long you can wait and how well your site converts what it already receives.
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