Creating your Google account & accessing Google Ads: A walkthrough of creating a Google account if you don't already have one, and how to access the Google Ads platform for the first time without getting pulled into Smart Mode traps.

Demystifying the real-time auction that happens every time someone searches. Why the highest bidder doesn't always win, and what that means for small budgets.

Understanding match types (broad, phrase, exact) — A clear breakdown of the three keyword match types, how they control which searches trigger your ads, and which combinations work best for small budgets.

What negative keywords are & why they matter — A clear explanation of how negative keywords stop your ads showing for irrelevant searches, and why ignoring them is one of the most expensive mistakes in Google Ads.

Key metrics to track (CTR, CPC, Conv. Rate, ROAS) — A plain-English breakdown of the metrics that actually matter, what good looks like for a small business, and which numbers to ignore to avoid analysis paralysis.

A practical decision framework for picking the right campaign type based on your business goals, budget size, and level of experience.

How RSAs work, why Google tests different combinations of your headlines and descriptions, and how to write assets that perform well individually and together.

Why sending ad traffic to your homepage is usually a mistake, and how a dedicated landing page can dramatically improve your conversion rate without changing your ads at all.

The pros and cons of being in full control of your bids versus letting Google's algorithm manage them, and which approach is right depending on your data and experience level.

The optimisation checklist: A structured checklist to work through regularly covering bids, keywords, search terms, ads, landing pages and settings, so you never miss something important during a review.

What Google Merchant Centre is & why you need it

How Shopping campaigns work

Why your feed is your most important asset and how to optimise for success.

What Performance Max is & how it works.

Setting up purchase conversion tracking

Why remarketing is essential for ecommerce

Target ROAS, manual CPC, how to set the right number for your margins

The ecommerce optimisation checklist

Your brand name is one of your most valuable assets. Without a branded campaign, you're leaving the door wide open for competitors, and wasting hard-earned awareness.