A four-pass, 30-minute routine for the Google Ads search terms report: which terms to negate, which to promote to exact match, the intent words to search for, how negative match types really work, and how much waste to expect.
Discovery call questions grouped by what you need to learn: problem, trigger, people, process and fit, with the follow-ups that get real answers, how to open and close the call, and what to log afterwards.
A five-email cold outreach follow-up sequence with send days, expected reply rate per step, full templates with the reasoning behind each, and the four metrics to track so follow-ups stay effective without hurting deliverability.
The three attribution models GA4 still uses in 2026, where each one silently appears in the reports, one buyer path credited three different ways, and a rule for which model to use for which decision.
2026 CPQL ranges for ten B2B industries and nine channels, the CPL to CPQL formula, a 30-day method to build your own benchmark, and how to diagnose a number that lands outside the range.
A spreadsheet formula for sizing a Google Ads test budget, 2026 CPC and conversion benchmarks by industry, daily budget rules, a two-phase test plan and written decision criteria.
Compare CAC, CPA, and ROAS using one worked example. Understand cost scope, qualified leads, revenue attribution, margins, and acquisition break-even math.
Choose Google Ads negative keywords by search intent. Compare match types, avoid costly exclusions, keep a decision log, and evaluate qualified lead costs.
Create a consistent UTM naming convention with source and medium rules, campaign templates, tagged-link examples, a campaign register, and reporting checks.
Set up a GA4 lead tracking plan around successful form submissions. Define generate_lead, prevent duplicate events, test key events, and reconcile CRM counts.