Marketing that works.
Articles and guides written from the accounts we run: what worked, what did not, and the numbers behind both. Each one leaves you with something to change this week.
Written from the accounts.
No filler. Every piece gives you something you can use the same day.
From live accounts
Written by the people running the campaigns, with the client numbers where we can name them.
Something to change this week
Each piece ends with a step you can take in your own account, not a theory to admire.
How the platforms work now
Meta, Google and the CRM as they behave this year, not as the textbooks describe them.
The numbers, named
Case studies with the client named, the spend in and the revenue back.
If you already know what is broken.
Articles are the long answer. If you would rather go straight to the work, start with the channel that is costing you the most. Facebook and Instagram campaigns are covered on Meta ads, search demand on Google Ads, and the enquiry-to-customer side on lead generation. If the question is which channels you should be running at all, begin at digital marketing in Malta.
Two questions come up before every other one. What this should cost is answered on what it costs, and what advertising actually costs in this market, measured from live local accounts rather than international averages, is in the Malta ads benchmark report.
Featured articles.
When a Second Language Earns Its Keep
Translating a site doubles the upkeep and rarely doubles the leads. The demand evidence to check first, and the pages that genuinely need a twin.
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The Launch Checks That Decide If Leads Arrive
A new site can look finished and still lose every enquiry. The launch tests that protect lead flow, who signs them off, and what to recheck in 24 hours.
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Keyword Research That Finds Buyers, Not Volume
Volume estimates are the weakest evidence you have. How to build a keyword list from paid search data, real customer language and the pages you own.
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Segmentation a Small Team Can Actually Run
Most segmentation plans die in the build. The four segments that change what you send, how to define them from behaviour, and when to stop splitting.
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Google Ads Account Structure: Let Conversions Decide
Campaign count is a budget decision, not a catalogue decision. The division test, what earns its own campaign, and the order to consolidate in.
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What Your Ecommerce Platform Decides About Your Ads
Platform shortlists compare subscriptions and themes. What actually costs money is what the platform does to your tracking, feed and checkout speed.
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Who Owns Your Ad Accounts, and What You Lose If You Leave
Ownership is not access. Here is what belongs to you across Google and Meta, what you lose if the agency holds it, and the five things to ask for first.
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How to Write a Content Brief a Writer Can Actually Use
A brief is a decision, not a specification. The eight things that belong in one, what to leave out, and how to tell if the brief or the writer failed.
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Lead Scoring That a Small Team Can Actually Run
Most businesses do not have a lead quality problem, they have a lead ordering problem. How to score enquiries with a spreadsheet and fifty past deals.
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LinkedIn Lead Generation for B2B: What to Do First
Most LinkedIn advice tells you to do ten things at once. Here is the order that actually produces meetings, what to skip, and how long each stage takes.
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A Marketing Measurement Plan You Can Write in an Hour
Most reporting arguments are measurement decisions taken too late. Here is the one page to write before spend starts, with a worked example.
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Transactional Emails: The Channel You Already Own
Confirmations, receipts and reminders get opened more than any campaign you will ever send. Most businesses leave them as plain system output.
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Get aggressive with your marketing.
Read up, then put it to work on your own enquiries this week.
Bring the numbers. Leave with a plan.
We look at where the money leaks and what we would fix first. The plan is yours to keep, with or without us.
30 minutes with Stephen. No pitch, no deck.