From print to pixels, the thinking stays the same.

I'm an ex-graphic designer with nearly three decades of experience. I say ex because I chose to stop doing it professionally. Not because I fell out of love with it, but because I was always more interested in the process behind the work than the ideas themselves. Taking something rough and bringing it to polished life.

I was a much better creative artworker and print-production specialist than I ever was an outright designer. My strength was understanding how things worked and the best way to bring them to their 4 colour life.

Now I class myself as a woman in SPAM (love this phrase). That’s social, PR, advertising and marketing, since you asked.

I still know my way around print production. Yes, print, that thing you can actually hold. And smell. Some things you just don't forget. To trap a logo or not. Coated or uncoated. Spot or CMYK. Paginate the cover with the doc, or leave it. 3mm bleed or 5mm bleed. Crop marks or full registration marks. There are several ways to prep a file for print, and the process behind how you do it matters more than you might think.

It's the same with Google Ads.

A person searching for a service is rarely searching with the same words, the same energy, or the same urgency every time. Someone sat at home at nine in the evening, settled in for the night, searching with intent — that's a different search to someone idly browsing at lunchtime. The lunchtime energy is different. The terms are different. The likelihood they're ready to pick up the phone is different.

Understanding that is where the work actually starts. Not in setting up a campaign, not in choosing a budget, but in thinking carefully about who's searching and what they actually mean when they do.

That's the bit Google doesn't do for you.

If your Google Ads aren't taking any of that into account, get in touch. It's worth a conversation.