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One thing I've learned from working with Google Ads policy issues: getting an account suspended is one thing. Understand...
15/10/2026

One thing I've learned from working with Google Ads policy issues: getting an account suspended is one thing. Understanding why it happened is another.

In iGaming, advertising restrictions can be especially challenging. An account may face issues involving circumventing systems, multiple account abuse, cloaking, or unacceptable business practices.

But each case needs to be understood on its own merits.

My approach to account appeals is to look beyond the notification and examine the underlying issue:
What policy was flagged?
What evidence supports the decision?
Is there a genuine compliance issue that needs to be corrected?
Does the appeal clearly explain the situation and the corrective action taken?

The goal isn't simply to submit another appeal and hope for a different answer.

Its to understand the policy concern, address what can legitimately be fixed, and present an accurate, well-supported case for review.

Of course, reinstatement is never guaranteed. Some restrictions require substantial changes, and some decisions may stand.

But a thoughtful, evidence-based appeal is a much better starting point than guesswork. There's a lot more to Google Ads account support than campaign optimization.

29/09/2026

We're entering an interesting period in marketing.

Creating content is easier.

Design is easier.

Research is faster.

Ad variations can be generated in seconds.

AI can help almost anyone execute.

Which means ex*****on itself is becoming less of a competitive advantage.

The advantage increasingly comes from:

**Better positioning.
Better customer understanding.
Better strategy.
Better data.
Better decisions.**

When everyone can create more…

The question becomes:

**Who is creating something that actually matters?**

That's the part of marketing I'm most interested in.

27/09/2026

A $20 lead isn't automatically better than a $100 lead.

It depends on what happens next.

If the $20 leads rarely become customers…

And the $100 leads consistently become high-value customers…

Which campaign would you rather keep?

This is why I don't like looking at CPA by itself.

Cost matters.

But **value matters more.**

The goal of performance marketing isn't necessarily to find the cheapest lead.

It's to find the most valuable customer acquisition opportunity the business can scale.

That's a very different optimization mindset.

26/09/2026

Marketing says:

“We generated 500 leads.”

Sales says:

“Only 30 were worth calling.”

That's not necessarily a sales problem.

And it's not necessarily a marketing problem.

It might be a measurement problem.

If marketing is optimizing for lead volume while sales is judged on revenue, the teams can end up working toward completely different goals.

I'd rather see marketing and sales aligned around:

**Qualified opportunities.
Conversion rates.
Customer acquisition cost.
Revenue.**

Lead volume is useful.

But qualified demand is much more useful.

23/09/2026

AI is making marketing faster.

But faster doesn't automatically mean better.

You can use AI to create:

100 pieces of content.

50 ad variations.

10 landing pages.

Thousands of ideas.

But if the strategy is wrong, you've simply created bad marketing faster.

I think the marketers who benefit most from AI won't necessarily be the ones who generate the most.

They'll be the ones who know:

**What to create.
Why to create it.
Who it's for.
How to measure it.
And when not to use it.**

AI is a tool.

Strategy is still the job.

21/09/2026

Your marketing funnel might have 12 stages.

Your customer doesn't care.

They care about one thing:

**“Can you solve my problem?”**

That's an easy thing to forget when we're looking at:

CTR.

CPC.

CPA.

ROAS.

Impressions.

Engagement.

Attribution.

All of these metrics matter.

But behind every metric is a person trying to make a decision.

The best marketing strategy I know is still:

Understand the customer.

Understand the problem.

Make the value clear.

Make the next step easy.

Then measure what happens.

20/09/2026

I don't really see SEO and PPC as competitors.

They can actually make each other better.

PPC can tell you which search terms convert.

SEO can build long-term visibility around those opportunities.

PPC gives you immediate data.

SEO builds an organic asset over time.

Paid search can help you test messaging.

Organic search can help you reduce dependency on paid traffic.

The smarter question isn't always:

**“SEO or Google Ads?”**

Sometimes it's:

**“How can SEO and PPC work together?”**

That's where search marketing gets interesting.

17/09/2026

Marketing teams are often asked:

“What else can we do?”

More campaigns.

More content.

More ads.

More platforms.

More emails.

More traffic.

But sometimes the better question is:

**“What should we stop doing?”**

Stop spending on an audience that doesn't convert.

Stop producing content nobody needs.

Stop optimizing a metric that doesn't affect revenue.

Stop keeping a campaign alive just because you've already invested in it.

Good marketing isn't about doing everything.

It's about knowing what deserves your attention.

16/09/2026

A campaign can have:

Great CTR.

Low CPC.

Lots of traffic.

And still be a bad campaign.

Because marketing metrics don't all have the same business value.

Clicks are not customers.

Leads are not always qualified leads.

Qualified leads are not always sales.

And sales are not necessarily profitable sales.

That's why I like moving further down the funnel when evaluating performance.

**Traffic → Leads → Qualified Leads → Customers → Revenue**

The closer your marketing measurement gets to the actual business outcome, the more useful your optimization becomes.

14/09/2026

One of the easiest things to do in marketing is spend more money.

One of the hardest things is spend it better.

If the offer isn't clear, more budget won't fix it.

If the targeting is wrong, more budget won't fix it.

If the landing page doesn't convert, more budget won't fix it.

If you're attracting the wrong customers, more budget can actually make the problem bigger.

Before increasing a marketing budget, I'd rather ask:

**What's preventing the current budget from working harder?**

Sometimes the answer is more budget.

Sometimes it's better strategy.

Usually, I want to know which one first.

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