Online advertising & lead generation articles
Google Ads, Meta ads, retargeting and funnels explained for Canadian businesses: how to set up campaigns that bring qualified leads and how to lower the cost of each one.
Run ads that pay for themselves
Start with the fundamentals of lead-focused campaigns, then move to optimisation, scaling and funnels.
Ads that generate leads
How we set up Google and Meta campaigns when the goal is enquiries that turn into jobs.
Advertising mistakes
The settings and habits that quietly waste ad budgets, and how to fix each one.
Google Ads vs Meta ads
Catching demand versus creating it: how to choose between Google and Meta, or use both.
Performance marketing explained
What performance marketing means in practice, which numbers matter and how to judge an agency’s claims.
How to reduce cost per lead
Twelve practical levers for lowering cost per lead, on both sides of the click.
Digital marketing strategy
Seven questions that turn a wish list of channels into a one-page digital marketing plan.
Scale ads without a bigger budget
Six ways to get more customers from the ad budget you already have.
Retargeting guide
How to bring back visitors who left without getting in touch, without following them around the internet.
Advertising funnel
How to show the right ad to people at different distances from buying, and split the budget between them.
The future of digital advertising
How AI-run campaigns and tighter privacy change advertising, and what small businesses should do now.
Want campaigns built around cost per lead?
Other topics
Ready to be the business Toronto finds first?
Tell us about your project and get a free growth plan within one business day: what to fix, what to build and what it will cost.
