This episode features the brilliant Gráinne Harte. Gráinne is the Digital Marketing Executive at ADHERE Digital. Gráinne goes into depth about her paid work primarily Google ads. She wonderfully breaks down the quality score and the importance of landing pages. In terms of keyword research, she suggests free sources like keywords everywhere and answer the public. As well as ahrefs as a paid solution for the same thing. Other software she highlights are sitechecker, Seoptimer and Hotjar - all advance her work. Lastly, Gráinne talks about GA4 and how applying on your accounts today will give you a year's data in the new format before the forced changeover. This episode is perfect for anyone who wants to learn more about paid spending from an excellent paid expert.