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Digital marketing, backed by numbers.

Campaign playbooks, client reporting and visibility inside AI answer engines. What we learn from connecting our users' platforms, written without the jargon.

FeaturedAI visibility

How to appear in ChatGPT: the complete guide

ChatGPT cites three to five sources per answer. How it picks them, what makes a passage citable, and how to measure your visibility monthly.

ÉA
Équipe Adwise · 7 min read
AI visibility
4
actions that affect a ChatGPT citation
Write, exist elsewhere, let crawlers in, measure
All articles12 articles
AllGoogle AdsAI visibilitySEOReportingAgencyMeta AdsFreelanceAnalytics
Google Ads
Google Ads
AW
Activation conditions
Campaign structure
Brand exclusion
Google Ads

Performance Max: the complete guide to mastering it

One campaign runs across Google's seven inventories. What you gain, what you lose, when to turn it on and how to steer it.

ÉA · 6 min read
Agency
12
checkpoints
1 h
time on a mid-sized account
30 / 90 d
periods to compare
3
actions in conclusion
Agency

Google Ads account audit: the 12-point checklist

Take over an account you didn't build and know within an hour what's working and what isn't. Twelve points, in the order to look at them.

ÉA · 6 min read
SEO
Search Console
AW
URL inspection
Exact cause
Useful pages indexed
SEO

Getting a page indexed by Google: method and blockers

An unindexed page doesn't exist for Google. The five real causes, how to spot them in Search Console, and what actually speeds it up.

ÉA · 5 min read
Google Ads
5.5 €
The most expensive click on the market
Average CPC · insurance, Search network
Google Ads

How much does Google Ads cost: budget, CPC, billing

Google Ads has no price tag: you set a budget and an auction decides. Minimum budget, cost per click, and how to work out what you need.

ÉA · 5 min read
Meta Ads
Minimum daily budget by campaign type
25 €
Conversion
15 €
Traffic
5 €
Awareness
Meta Ads

How much does Facebook advertising cost in 2026

Minimum budget, cost of an impression, a click and a result: what a Facebook campaign really costs and what moves the bill.

ÉA · 6 min read
Reporting
8
indicators are almost always enough
And a single decision question at the top of the page
Reporting

Marketing dashboard: which KPIs actually belong on it

Eight indicators cover most marketing dashboards. Which to keep depending on the goal, and above all what to leave out.

ÉA · 6 min read
AI visibility
ChatGPT
Gemini
AW
Citation frequency
Sources picked up
Wording used
AI visibility

GEO: how to tell whether ChatGPT recommends your client

GEO measures how often a brand appears in AI-generated answers. How to measure it, and what makes a source worth citing in the first place.

AT · 5 min read
Google Ads
7
metrics are enough to run a client meeting
Spend, conversions, cost per conversion, value, rate, impression share, trend
Google Ads

Google Ads: the 7 metrics your clients actually read

Out of dozens of columns, seven carry a client meeting. Which ones, in what order, and how to present a bad month without losing the room.

AT · 4 min read
Reporting
Google Ads
Meta Ads
AW
One report
Conversions kept apart
Comparable spend
Reporting

Meta and Google Ads: what cannot be compared in a report

Putting two platforms side by side looks rigorous. Three columns measure different things, and the total column is simply wrong.

AT · 3 min read
Freelance
3
changes to charge for decisions, not reports
Name the decision, split analysis from production, automate
Freelance

Freelance marketing: charge for the decisions, not the report

Reporting is the most visible part of the engagement, and the least valued. How to recut your offer so you invoice the decision, not the document.

AT · 3 min read
Analytics
Google Analytics 4
AW
4-step funnel
Rate per step
Where people leave
Analytics

GA4: a readable conversion funnel in 20 minutes

GA4 path exploration is powerful and unreadable for a client. The four-step model that fits on one page and can be talked through in a meeting.

AT · 3 min read
SEO
5 to 15
the positions where effort pays off most
Non-brand queries, Search Console
SEO

Search Console: sorting the queries that actually pay off

A Search Console account surfaces thousands of worthless queries. The three-pass sorting method that keeps only the ones that matter.

AT · 3 min read
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