The LOZ Blog
Clear thinking on visibility, websites, stores, systems, and AI—written for owners who need to make the next decision without translating jargon all afternoon.
Paid marketing & analytics
Practical Google Ads, paid search, measurement, reporting, and conversion guidance for small businesses making better marketing decisions.
Start by tracking taps on phone links and the source page or campaign that led to them. If you add call-tracking software, choose it deliberately, explain it in your privacy practices, and connect call data to lead quality instead of treating every dial as a win.
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A useful small-business marketing dashboard shows the outcomes an owner can act on: qualified leads, calls, booked conversations, sales, cost by source, and follow-up quality. It should answer what changed, what it may mean, and what deserves attention next—not merely display more charts.
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Start with the cost of a meaningful learning period, not a random percentage. Your budget needs enough qualified traffic to test the offer, landing page, and tracking before anyone declares the channel good or bad.
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Track the actions that indicate real interest: qualified form submissions, calls, booked conversations, direction requests, and the source of those actions. Page views alone are a very polite way to avoid the actual question.
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SEO improves a site’s ability to earn relevant unpaid visibility over time; paid search buys placement for selected searches. Use paid search for timely, controllable demand capture and SEO to build durable visibility around the questions customers keep asking. Strong businesses use both channels where each has a clear job.
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A landing page is doing its job when the intended audience understands the offer, can take the next step easily, and produces enough useful signal to improve. It does not need to win an award for saying the most things.
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