Category: Marketing Engineering

SetpointHQ · Marketing engineering 100 job adverts a week, rewritten by hand by 2 people. That’s what I found when I joined a national healthcare provider as head of marketing. By the time I left, an automated system was writing and publishing more than 300 a week. I’ll come back to how. First, the bit […]

The Google Ads dashboard looks healthy. Cost per lead is down. Forms are coming in. Sales says the leads are rubbish. That doesn’t automatically mean Google Ads is failing. It may mean the system is optimising successfully towards the wrong definition of success. If you tell an advertising platform that a form fill is success, […]

Traffic is up. The phone isn’t ringing. The contact form is quiet. The instinct is often to buy more traffic. That’s exactly the wrong move until you know why the traffic you already have isn’t becoming business. If a page turns good prospects away, more traffic simply lets you lose more prospects, more expensively. Why […]

Google Ads says 64 conversions. GA4 says 47. Before you rebuild the tracking, understand this: the two platforms are not designed to produce the same number. They answer different questions, apply different attribution logic and can put the same conversion into different reporting dates. A difference is normal. A sudden, unexplained change in the difference […]

Most businesses asking “How can we use AI?” are starting with the wrong question. The useful question is: what is happening repeatedly in this business that is slow, expensive, inconsistent or dependent on someone remembering to do it? Find that first. Then decide whether AI is actually the right fix. Don’t start with AI use […]