Enigma Scale

The Enigma Scale blog

Marketing written down, not performed

What we have learned running search, ads, content, social, sites and brands. Plain answers with the numbers left in, published by the two people who do the work.

Pay Per ClickHow to Get Your Google Ads to the Top of the PageYour top of page rate reads 100 percent. Every impression you won sat above the organic results, and the column looks perfect. Yet the phone is not ringing, and competitors seem to be...23 September 2026 7 min readSmartphone showing the Google search page, where paid ads compete for the top positions
Laptop showing a marketing dashboard with bar and donut charts, used to review how often Google Ads are shownPay Per ClickGoogle Ads Impression Share: 7 Ways to Show Your Ads MoreYour ads are live, approved and bidding, yet they seem to turn up for a fraction of the searches you expected. Two...23 September 2026 6 min readMarketing team around a table with laptops and a screen reading Digital Marketing, planning Google Ads improvementsPay Per ClickHow to Get More From Google Ads: 10 Fixes in Priority OrderMost advice on getting more from Google Ads arrives as a flat list, as if every item were worth the same. They are...23 September 2026 5 min readMarketer reviewing campaign charts on a laptop, checking Google Ads Quality ScorePay Per ClickHow to Check Quality Score in Google Ads and Improve ItTwenty seconds. That is how long it takes to make Quality Score appear in Google Ads, and until you do, it appears...23 September 2026 8 min readTwo analysts comparing charts on multiple monitors while researching competitor Google AdsPay Per ClickHow to see which Google Ads a competitor runsTo see which Google Ads a competitor runs, search their business name or website in Google's free Ads Transparency...22 September 2026 7 min readLaptop on a desk showing a Google search page, used to check whether ads are runningPay Per ClickAre Your Google Ads Running? How to Check in 30 SecondsYou typed your own business name into Google, scrolled the results, and your ad was nowhere to be seen. Stop...22 September 2026 6 min readTypewriter with the word Marketing on the page, representing writing Google Ads ad copyPay Per ClickIs Ad Strength worth chasing in Google Ads?Mostly no. Getting a responsive search ad off Poor is worth an afternoon of copywriting. Pushing it from Good to...22 September 2026 8 min readMonitor displaying website design layouts, representing the landing page Google Ads needsPay Per ClickCan you run Google Ads without a website?Technically, yes, but only one way. Call ads can run with no page for visitors to land on, although Google still...21 September 2026 6 min readMiniature shopping cart on a laptop keyboard, representing Google Shopping product listing adsPay Per ClickHow to Optimise Product Listing Ads: 8 Feed AttributesPicture an online store with good products, fair prices and a Shopping campaign that has been live for three months....21 September 2026 9 min readMarketing strategy documents on a desk, representing how to structure ads and ad groups in Google AdsPay Per ClickHow many Google Ads belong in one ad group?Two. Run two responsive search ads per ad group. Google caps you at three enabled, recommends at least two, and its...21 September 2026 6 min readSmall business owner working on a laptop beside product boxes, deciding whether Google Ads will workPay Per ClickWill Google Ads work for your business? Three testsSay you run a small removals business in Adelaide. You have set aside AUD 2,000 to try Google Ads, the account is...21 September 2026 6 min readLarge crowd of people, representing audiences of similar customers for Google Ads targetingPay Per ClickLookalike audiences in Google Ads: what exists insteadOnly in one corner of the platform. Google's original lookalike feature, Similar Audiences, was retired in 2023 and...19 September 2026 7 min read

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