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Lucy Awino, Busia (2025)

12/06/2025

Your Events Deserve Full Rooms , Why They’re Not!
You’ve done everything right. The speakers are solid. The venue looks great. The agenda?
Even better. But with days to go, registrations are still crawling in — and you're stuck wondering why more people aren’t signing up.

You’re not the only one. This happens more often than you think. And it’s usually not about your event — it’s about how it’s being marketed.
Here's why
1. You’re Reaching the Wrong Crowd
You know who you want in the room, but your ads are going out to everyone. If your event is for architects, don’t waste time targeting everyone in construction. Focus on the people who actually care about your topic.

2. You're Choosing the Wrong Time
Maybe Tuesday at 2 PM fits your schedule. But is that when your audience is free? Probably not. The best event times are based on their calendar, not yours. Think like your audience.

3. Your Message Doesn’t Spark Action
Generic headlines like “Join us for an informative session” just don’t cut it. Be specific. Tell people exactly what they’ll gain — and why it matters. Make it impossible to scroll past.

4. You’re Not Following Up
Someone visited your event page but didn’t sign up. That’s not the end — or at least it shouldn’t be. Most people need to hear from you multiple times before they take action. Retarget them. Email them. Don’t go silent.

5. Your Budget Is Lopsided
You’ve spent most of your budget on the venue and speaker fees, but very little on promotion. That’s like building a great restaurant and never putting up a sign. The best events invest in both the product and the audience.

Empty seats aren’t just missed tickets. They’re missed relationships. Missed business. Missed impact.

The good news? The people you want do exist. You just need the right strategy to reach them — and the right message to bring them in.
Whatsapp me on +254719826180.
Let’s get your next event off the ground — and sold out.

24/05/2025

How Quality Score Changed Everything

Carlos owns a small online guitar shop. A year ago, he was struggling to keep up with bigger brands.

His numbers weren’t great:
Quality Score: 3/10
CPC: $2.17
Conversion rate: 1.2%
ROAS: 140%
He thought about raising his bids to compete. But that would’ve eaten into his profits.

Instead, we built a 12-month plan focused on Quality Score.
Months 1–2: Organize and Research
We restructured the entire account:
Grouped ads by guitar type, brand, and player level
Researched exact search terms used by potential buyers

Months 3–4: Rewrote All Ads
Each ad matched search intent:
“Beginner acoustic guitars” ads talked about playability
“Gibson Les Paul” ads focused on tone and build

Months 5–6: Landing Pages that Make Sense
Visitors looking for "beginner classical guitars" landed on a page just for them—not a general page.

Months 7–8: Constant Testing
Every two weeks, we ran A/B tests on:
Headlines
Descriptions
Page layout

Months 9–12: Precision Tuning
We added smart bidding, device-specific tweaks, and remarketing using custom audiences.

What Happened After 12 Months?
Quality Score: 9/10
CPC: $1.05
Conversion rate: 3.7%
ROAS: 420%

Carlos still spent $4,000/month.
But his results jumped from:
1,843 clicks → 3,810 clicks
$5,600 revenue → $16,800 revenue

What You Can Learn from Carlos
Better structure = better scores
Ad copy must match search intent
Landing pages should deliver what your ad promises
Small tests lead to big results over time

What You Should Do Today
Check your Quality Scores in Google Ads
Spot keywords scoring below 6/10
Group them better
Rework your ads and landing pages
Track what improves over time

Ask yourself:
Are your ads helpful, clear, and directly relevant?
That’s what Google rewards. That’s what Carlos focused on.
Want to know which part of your campaign is dragging your score down? Let’s talk.

22/05/2025

Day 3: How Quality Score Affects Your Google Ads Cost

Key Idea
A higher Quality Score lowers your cost-per-click (CPC) and improves your ad position. Same keyword, same bid—different costs.

Real Example
FitEquip vs GymGear
Both bid on the keyword "home exercise equipment"
Both have a maximum bid of KES 260 (approx. $2.00)
FitEquip Quality Score: 8/10
GymGear Quality Score: 4/10

Ad Rank Formula
Ad Rank = Max Bid × Quality Score
FitEquip: 260 × 8 = 2,080
GymGear: 260 × 4 = 1,040
Assume the competitor below has an Ad Rank of 780

Actual CPC Formula
Actual CPC = (Ad Rank of competitor below ÷ Your Quality Score) + KES 1.30 (approx. $0.01)
FitEquip: (780 ÷ 8) + 1.30 = KES 99.80
GymGear: (780 ÷ 4) + 1.30 = KES 196.30
GymGear pays nearly double what FitEquip pays for the same keyword.

Monthly Budget Impact
Assume each has KES 390,000 ($3,000) to spend
FitEquip (KES 99.80 per click) → approx. 3,907 clicks
GymGear (KES 196.30 per click) → approx. 1,987 clicks
FitEquip gains 1,920 more potential customers.
Real Client Result
Client: Elena – Yoga Accessories Store

Before:

Quality Score: 5/10
CPC: KES 186 ($1.43)
Monthly budget: KES 650,000 ($5,000)
Clicks: 3,494

After 3 months:
Quality Score: 8/10
CPC: KES 113 ($0.87)
Clicks: 5,750
Traffic jumped by 64% without increasing budget.
ROAS improved from 220% to over 400%.

What to Ask Yourself
Are your ads and landing pages relevant to the keywords you're targeting?
How often do you check your Quality Score?
Are you paying more than you should because of a low score?

Focus on improving Quality Score through:
Clear ad copy
Relevant landing pages
Strong keyword-ad alignment
Better Quality Score = Lower costs + More clicks + Better results.

19/05/2025

Sharpening my design skills , because strong visuals drive better marketing.
This series shows my design process, but it’s also part of the work I do for clients.

I offer:
• Social media management
• Content creation and design
• Paid ads (Google & Meta)
• Lead generation strategies
• Google My Business setup and optimization
• Basic SEO for visibility
• Marketing funnel guidance
If your business needs better visibility, stronger content, or more qualified leads — let’s talk.

19/05/2025

5 Practical Tips to Improve Your Quality Score
Sam’s low Quality Score kept his ads buried. He made 5 changes—and his clicks doubled while his costs dropped.

Here’s what he did:
Grouped keywords by intent
One ad group = one service. No more mixing “headphones” and “gaming laptops” in the same ad group.

Matched ad copy to the keyword
Instead of “Shop Tech Today,” he wrote “Buy Budget Laptops in Kenya – KES 29,999” for that specific group.

Built better landing pages
No more homepage links. He created pages that matched each ad. Shorter path = higher conversions.

Tested ad versions
He tried two headlines. The one with a price and local delivery offer won.

Filtered out the wrong people
He added negative keywords like “DIY,” “free,” and “jobs” to avoid irrelevant clicks.

After 6 weeks, most of his keywords scored 7/10 or higher. His ads got better placement—without raising his budget.
Review your own setup. Do your keywords, ads, and landing pages match? Tomorrow, I’ll show how these scores directly affect what you pay.

13/05/2025

Understanding Quality Score
Hey there!

Remember the last time you searched for something on Google and saw those ads at the top of the page? Ever wonder why some ads appear first while others are buried on page 2 or 3? The answer isn't just about who pays more—it's about something called "Quality Score."

What exactly is Quality Score?
Quality Score is Google's rating of the quality and relevance of your keywords, ads, and landing pages. Think of it like a credit score, but for your Google Ads. A higher score means better ad positions and lower costs.

Quality Score, is made up of three key components:
Click-Through Rate (CTR): This measures how often people click your ad when it's shown.

Ad Relevance: This evaluates how closely your ad matches the intent behind a user's search.

Landing Page Experience: This assesses what happens after someone clicks your ad.

Think of these three elements working together like a restaurant experience:

CTR is like having an enticing restaurant sign that makes people want to come in
Ad relevance is like making sure the menu matches what's advertised outside
Landing page experience is like ensuring the actual meal lives up to expectations

Why should you care about Quality Score?
Because it affects two things every advertiser cares about:
How much you pay per click
Where your ads appear in search results

A high Quality Score is like getting a bulk discount from Google—you pay less for better positioning.

The best part? Unlike many factors in business, Quality Score is something you have direct control over. It's not about your budget size—it's about how smartly you use what you have.

Tomorrow, I'll share 5 practical tips that can help you boost your Quality Score and transform your campaign performance. These are the same strategies I've used with clients to dramatically lower their costs while improving their results.

Have you checked your Quality Score lately? It might be the key to unlocking better Google Ads performance without spending more money

20/04/2025

Are people searching for your business and not finding it?
If your business is not on Google, you’re missing calls, visits, and sales.
I will help you :
Set up or claim your Google Business Profile
Make sure your business appears when people search
Run Google Ads to bring in real leads
Want more people to call or walk in?
Send a message to get started.

15/04/2025

Google Ads and Google Analytics: Why You Should Link Them

David owns an online subscription box for coffee lovers. He runs Google Ads but struggles to see how ads affect overall business growth.
So, he links Google Ads with Google Analytics.

Advantages
1. Seeing the Full Customer Journey
Before linking accounts, David only saw ad clicks. After linking, he sees what users do after clicking. Some leave right away, while others browse multiple pages before subscribing.

2. Tracking Conversions More Accurately
Google Ads only tracks conversions that happen right away. But in Google Analytics, David sees that many users return a few days later to subscribe. This helps him adjust his remarketing strategy.

3. Understanding Multi-Channel Attribution
David notices some users click his ad but don’t buy immediately. Later, they return via organic search and subscribe.
Without Analytics, he wouldn’t see this. Now, he knows his ads are assisting conversions, even when they don’t drive immediate sales.

4. Creating Better Retargeting Audiences
By linking the accounts, David can build audiences of users who visited but didn’t subscribe. He runs retargeting ads with a special discount for these users, increasing his sales.

How to Link Google Ads to Google Analytics
David follows these simple steps:
In Google Analytics, he goes to Admin
Under Property Settings, he selects Google Ads Linking
He chooses his Google Ads account and clicks Link Accounts
He enables Auto-Tagging for better tracking

Now, David has a clearer view of how his ads impact sales and can make data-driven decisions.
Want deeper insights into your ad performance? Link Google Ads with Google Analytics today and see the full picture of your customer journey.

13/04/2025

How to Use Google Ads Reports to Improve Your Campaigns

Sarah manages marketing for a fitness coaching business.
She’s running Google Ads but isn’t sure how to improve them.
She starts digging into Google Ads reports.
1. Search Terms Report
Sarah discovers her ads are appearing for irrelevant searches. She’s targeting “personal trainer,” but her ad shows up for “trainer shoes.” She adds “shoes” as a negative keyword to stop wasting money.

2. Auction Insights Report
Sarah checks the Auction Insights Report and sees a competitor is appearing above her in searches. She notices her impression share is low. To fix this, she improves her ad copy and increases her bid slightly.

3. Landing Page Report
Sarah’s ads bring in traffic, but many visitors leave without signing up. The Landing Page Report shows a high bounce rate—meaning people click but leave quickly. She makes a few changes:
Adds a clearer call-to-action
Improves page speed
Makes the mobile version more user-friendly

After these adjustments, Sarah’s conversion rate increases.
By using these reports, she stops wasting ad spend and starts getting more sign-ups for her coaching business.

Don’t let guesswork drain your ad budget. Use Google Ads reports to refine your campaigns and get better results today.

11/04/2025

Top Metrics to Track in Google Ads Analytics

John runs an online store selling handmade leather bags. He’s been running Google Ads for months but isn’t sure if his money is well spent. His ads get clicks, but sales are inconsistent.

What’s going wrong?
To find out, John starts tracking key metrics.
1. Click-Through Rate (CTR)
CTR shows how many people click an ad after seeing it. If 1,000 people see John’s ad and 50 click, his CTR is 5%. A high CTR means the ad is relevant. A low one suggests he may need better copy or targeting.

2. Conversion Rate (CVR)
John’s ad gets clicks, but are those visitors buying? Conversion rate tells him:
CVR = (Conversions / Clicks) × 100
If 50 people click and 5 buy, his CVR is 10%. If the CVR is low, his landing page might need improvement.

3. Quality Score
Google gives John’s ad a Quality Score from 1 to 10 based on:
How relevant the ad is
Expected CTR
Landing page experience
A high Quality Score lowers costs and improves rankings. If John’s score is low, he might need a better landing page or more relevant keywords.

4. Cost Per Click (CPC)
John pays for each click. If his CPC is high, he’s spending too much on traffic that may not convert. Lowering CPC without hurting traffic quality is key.

5. Impression Share
This tells John how often his ad appears compared to how often it could. A low number means he’s missing opportunities—he may need a higher bid or better Quality Score.

6. Return on Ad Spend (ROAS)
The most important question: Is John making money?
ROAS = Revenue from Ads / Ad Spend
If John spends $500 on ads and earns $2,000, his ROAS is 4. That means he makes $4 for every $1 spent—a strong return.
Tracking these metrics helps John understand what’s working and where he’s losing money.
Ready to take control of your ad performance? Start tracking these key metrics today and optimize your campaigns for better results.

08/04/2025

What Are Google Ads Metrics and Why Do They Matter?
If you’re running Google Ads, how do you know if they’re working?

You might be getting clicks, but are those clicks turning into sales? This week, we’ll break down the most important Google Ads metrics—the numbers that tell you whether your ads are successful or wasting money.

Lisa’s Struggle with Google Ads
Lisa just launched her first Google Ads campaign. She set a budget, wrote a great ad, and hit “publish.” Now, she waits for the sales to roll in. But after a few days, nothing changes. She’s getting clicks, but no real results.

Lisa’s problem? She doesn’t know how to measure success.
That’s where metrics come in.

What Are Google Ads Metrics?
Metrics are the numbers that tell you how well your ads are performing.

They show:
How many people see your ad
How many click on it
How many actually buy something.

Without tracking the right metrics, you’re flying blind. You might be wasting money without realizing it.

Lucy Awino

12/06/2025

24/05/2025

22/05/2025

19/05/2025

19/05/2025

13/05/2025

20/04/2025

15/04/2025

13/04/2025

11/04/2025

08/04/2025

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