Writing
Guides and articles on growth, Google Ads and measurement for tour operators and D2C brands. Everything here comes from real accounts I run, not from theory.
I work as a growth partner for tour and experience operators and for D2C e-commerce brands. That means I care about the whole path from the ad click to the booking or the order, and about whether the numbers along the way are true. The guides here come out of that work.
They fall into three groups. Measurement first: how to compare Google Ads reporting with backend bookings, why your ad account and your booking system disagree, the difference between MER and ROAS, and how to clean up the data in GA4 so decisions rest on something solid. Then the campaigns themselves: Performance Max, the new Search with AI Max setup for Things to do, and what a good return looks like once you know your own margin. And the bigger picture that runs through all of it: paid search is not there to replace your OTA listings. It can support discovery across channels, while the direct channel you build alongside them is the asset you own.
Every piece starts with a question an operator has actually asked me. If yours is not answered here yet, send it over and it may become the next one.
What is a good ROAS for e-commerce?
There is no universal number for an online store. This guide shows how to work out your own break-even from margin and why the platform's figure can mislead you.
Read the guide → Guide · Tour operators and D2CMER vs ROAS: which number should you run the business on?
ROAS is what the ad platform claims. MER is what the whole business sold per unit of ad spend. This guide shows how to calculate both and when to use each.
Read the guide → Guide · Tour operatorsHow tour operators can reconcile Google Ads with booking data
Google Ads misses a large share of the bookings your website makes. Why the gap exists, how to measure it in an afternoon, and the four prompts that build a dashboard showing your real return.
Read the guide → Guide · Tour operatorsWhat is a good ROAS for a tour operator?
There is no universal number, and the one in your ad account is usually not real anyway. How to work out your own floor from margin, and the metric to judge months on.
Read the guide → Guide · Tour operatorsPerformance Max for tour operators: useful, risky, and changing
Where PMax helps, where it quietly claims bookings your brand already earned, the problems audits keep finding, and the move to Search with AI Max for Things to do.
Read the guide → Guide · Tour operatorsGoogle Ads for Things to do: the move from PMax to Search with AI Max
Google gave tour advertisers real controls back. Search terms, item groups, travel promotion ads and locations of interest, from hands-on setup in live accounts.
Read the guide → Guide · Tour operatorsCan Google Ads lift your OTA sales? How to investigate the effect
How to investigate whether Google Ads influence OTA bookings, separate business efficiency from attribution, and assess the strength of your evidence.
Read the guide → Article · GA4GA4 Source Groups and hostname filters: cleaner reports without losing real bookings
How automatic Source Group reporting and Include or Exclude hostname filters work, and how to protect legitimate booking data before activating a filter.
Read the article →New pieces are published here first, then shared on LinkedIn.