Topic
Google Ads
Most of what is written about Google Ads is written for accounts spending six figures a month. Almost nothing is written for the ones spending four, where the constraints are completely different and the standard advice actively misfires.
This is where that gap gets covered.
FrameworksThe bad-case forecastA forecasting method that chains a marketing budget to revenue in four multiplications, runs the chain as bad, base and good scenarios across a three-month ramp, and sets the owner's expectation at the bad case, because a business that can live with the worst realistic outcome can hold its nerve long enough to reach the good one.
FrameworksThe spend floorThe minimum monthly budget below which a campaign cannot gather enough conversion data to optimise, calculated as the bidding algorithm's learning threshold multiplied by a realistic cost per lead rather than guessed.
FrameworksAIDAA checklist for a single piece of communication that requires it to earn attention, build interest, create desire, and enable action in sequence, because an ad that skips a stage fails at the next one.
FrameworksJobs-to-be-DoneA research method that defines a market by the progress customers are trying to make rather than by product category, so competitors include everything else that gets the same job done.
FrameworksSee-Think-Do-CareAn audience framework that segments by purchase intent instead of demographics and requires a separate message, channel, and success metric for each intent stage, because judging awareness activity by conversion metrics kills it every time.
FrameworksThe holdout testThe incrementality method that measures what advertising actually causes by withholding it from a comparable region or audience and counting the conversions that happen anyway, because platform-reported conversions include sales that would have occurred regardless.
TakesGoogle Ads AI Max migration: a small-account checklist before 1 OctoberGoogle is moving campaign-level broad match and Automatically Created Assets into AI Max in September, in place and with no way back. Neither Google's +7% nor smec's 35% lower ROAS measures what that does to your account: a small account should narrow its scope, check five settings, and let a holdout on its own bookings decide.