The Growth ProjectWriting
Growth & Margin
Paying for Searches You Were Never Going to Win
When Google Ads is set up loosely, part of the budget goes to people looking for your competitors, for products you do not sell and in places you do not deliver to.
Quiet SEO Leaks: Empty Pages, Missing Descriptions, Cut-Off Titles
Small search problems that never show as errors: empty category pages in Google, brand pages with no description and titles cut off in results.
The Shopping Feed Fields Nobody Checks
Missing brands, cut-off descriptions and duplicate titles in a Google Shopping feed cost visibility long before any product gets rejected.
Supplier Prices Move. Your Prices Do Not.
In a hospitality business, small supplier price rises hide inside big invoices. A price book built from emailed invoices shows where margin went.
What Google Ads Says vs What Your Orders Say
Two weeks after an ads rebuild, the ad platform claimed 1.7 times the sales the store credited to ads. Finding the true sources changed what we did next.
When Google Ads Cannot See Your Sales, It Bids Blind
Smart bidding learns from the conversions you feed it. When that signal breaks or is inflated, Google bids confidently in the wrong direction.