The Link Digital marketing blog

You’re getting conversions. Your Google Ads campaigns are performing. But here’s the problem: not all conversions are worth the same to your business.

For many multi-location businesses, one branch ranks well whilst the others barely register – even though they offer identical services.

Your Google Ads dashboard is flashing another notification: “Upgrade to Performance Max for better results.” But should you trust Google’s latest AI-powered campaign type, or stick with the Search and Shopping campaigns that have been delivering steady results?

If you’re pouring time and money into content that’s not delivering results, you’re not alone. Many business owners are discovering that technical SEO and keywords aren’t enough anymore.

Here’s the reality: competitive intelligence isn’t reserved for enterprises with six-figure budgets. Small businesses can uncover what rivals are doing, legally, and use those insights to cut costs whilst driving better results.

Your Google Analytics tells a frustrating story. Despite solid search rankings, organic traffic continues to decline. Users find their answers directly in search results, without needing to visit your website.

You’ve secured your Google Ads budget for the quarter. Now comes the important question: where should every penny go to deliver the best results?

A potential customer discovers your business through a Google Ad on their mobile during lunch, researches your services on their laptop that evening, and converts three days later after clicking a remarketing ad.

“Where’s the return on this investment?” It’s the question every marketing professional faces when budget reviews come around.

In 2025, artificial intelligence (AI) has completely transformed how businesses approach search engine optimisation.

Your website ranks number 1 for your target keyword, but your organic traffic has mysteriously dropped by 30%. Around 60% of global searches ended in zero clicks in 2024, fundamentally changing how users interact with search results.

A customer searches “florist near me” on their phone whilst walking through a busy shopping area. They need flowers today. Two results appear at the top of their screen – an online giant’s same day delivery service and a local florist just 200 metres away.

Your customers are making purchasing decisions on their phones right now. They’re searching for your services during their lunch break, comparing prices while watching TV, and are ready to buy before they even get home. .

If you’re a UK business owner watching competitors climb Google’s rankings whilst your website remains invisible, you’re not alone.

A potential customer finds your website through a Google search, clicks through with genuine interest in your product or service, and then…

You’re spending £500, £2,000 or even £5,000 per month on Google Ads. Yet every time you search for your target keywords, the same competitors appear above you, seemingly with unlimited budgets

Picture this: your website ranks on page one of Google, drives thousands of visitors monthly, yet your conversion rates remain disappointingly low. Sound familiar?

Picture this: Your potential customer starts their journey watching a “how-to” video on YouTube, compares prices on Amazon…

Why do some Google Ads get clicked instantly whilst others are scrolled past without a second glance?

Thousands of UK businesses are unknowingly overpaying for their ads because they’ve missed one game changing factor: Quality Score.

The marketing funnel is one of the most well-known concepts in marketing, but it’s also one of the most misunderstood. You’ve probably seen the familiar triangle shape dozens of times, labelled from Awareness at the top to Conversion at the bottom.