Industry Guides

This section shows how advertising decisions change when the business model changes. The guides cover professional and local services, online retail, travel, technology, legal and medical work, property, automotive services and other markets with very different buying journeys. Industry context matters because the same keyword structure, advert promise or conversion action cannot be copied safely from a product catalogue to an urgent service enquiry or a considered professional purchase. I share the practical questions I use when entering a niche: what the customer is trying to solve, how quickly they choose, which restrictions apply, what makes a lead useful and where the commercial margin can be lost. My aim is to help you adapt sound Google Ads principles without turning a case study into a universal formula. After reading the relevant guides, you will be able to map the customer journey, choose a sensible campaign direction, prepare stronger inputs for a specialist and recognise which tactics need testing in your own market.

New in this category: Advertising and marketing for IT companies.