Better Google Ads Start With Better Marketing Decisions.
Catalyst is a Google Ads strategy community for owner-led businesses and the people responsible for their marketing – built to help you understand your audience, strengthen your marketing decisions, and build a smarter strategy behind your Google Ads.
Live Strategy & Q&A Sessions
Bring your questions, challenges, ideas, and what’s happening with your Google Ads. Work through the decisions with real people, in real time
25+ Years of Marketing Experience
Google Ads is only one piece of marketing. Draw on more than 25 years of experience across Google Ads, PPC, SEO, websites, email, social media, and digital strategy.
Build Your Marketing Playbook
Define your audience, message, goals, and Google Ads strategy. Document what’s working, what isn’t, what you’re testing, and what needs to change next.
Google Ads May Not Be the Problem.
You can know how to run Google Ads without knowing how to market with Google Ads.
You can change bids, adjust budgets, test keywords, watch CPC, track conversions, and learn every button inside the platform.
But there’s a question that comes before all of it:
Who are you trying to reach?
If the answer is “everybody,” that’s where the strategy needs to start.
Because when the audience, message, offer, and goals aren’t clear, Google Ads can simply distribute an unclear marketing strategy faster – while you pay for every click.
The Problem Isn't Your Campaigns. It's the Decisions Behind Them.
Better Google Ads performance starts with better decisions:
- Who are we trying to reach?
- What problem are we solving for them?
Why should they choose us? - What message will get their attention?
- What offer are we presenting?
- What do we want them to do next?
- How much are we willing to spend to acquire the right customer?
- What are the numbers actually telling us?
- What should we change – and what should we leave alone?
Those are marketing decisions. Google Ads is the platform that helps you put those decisions into action.
A Strategy Community. Not Another Google Ads Course.
Catalyst isn’t another library of Google Ads tutorials collecting dust.
It’s a place to think, question assumptions, bring real problems to the table, test ideas, collaborate with other business owners and marketers, and make better decisions about the strategy behind your advertising.
Inside The Catalyst, you’ll have places to work through different parts of your marketing and Google Ads strategy:
- The Strategy Table – bring the decisions, questions, and challenges you’re working through.
- The Playbook Room – build and refine the strategy behind your marketing.
- PMax & Google Ads Tactics – discuss campaigns, tactics, testing, and what’s changing inside Google Ads.
- Wins & Case Studies – learn from what’s working for other members and share what’s working for you.
- Live Strategy & Q&A Sessions – bring what’s happening in your business and work through it together.
Your Marketing Isn't Static. Neither Is Your Playbook.
Your customers change. Your competitors change. Google changes. Your business changes.
That means your marketing strategy has to change with them.
Inside Catalyst, you’ll build a living Marketing Playbook around your business – not somebody else’s template.
Your Playbook can help you define and continually refine:
- Your target audience
- Customer problems and needs
- Your positioning and message
- Your offer
- Your Google Ads strategy
- Campaign goals and priorities
- What’s working
- What’s not working
- What you’re testing
- What needs to change next
Your Playbook isn’t something you finish. It’s something you build, test, learn from, and improve as your marketing evolves.
Who Pulls Up a Chair?
Catalyst is built for owner-led businesses and the people who make their marketing work.
You may be:
- A business owner handling your own marketing and Google Ads.
- A business owner who wants to understand the strategy well enough to make better decisions, even when someone else manages the campaigns.
- The person inside a small business who became responsible for marketing because somebody had to do it.
- An in-house marketer who knows how to operate Google Ads but wants to become stronger at the marketing strategy behind it.
- A business already spending money on Google Ads but unsure whether you’re reaching the right people with the right message.
- Someone who knows there has to be a better approach than changing campaigns, watching numbers, and hoping the results improve.
Catalyst is for people who want to become better marketing decision-makers – not just better button-pushers.
Catalyst Probably Isn't for You If...
- You want someone else to make every marketing decision for you.
- You’re only looking for step-by-step instructions on which buttons to push inside Google Ads.
- You’re looking for a secret hack, instant fix, or guaranteed shortcut.
- You don’t want to question assumptions, test ideas, or change your strategy when the evidence says it’s time.
Catalyst is for people who want to become better marketing decision-makers – not just better button-pushers.
Why I Built This
I’ve worked in digital marketing since before Google Ads existed. Over the years, I’ve worked across PPC, SEO, websites, email, social media, and Google Ads.
And I’ve watched businesses make the same mistake over and over.
They start with the platform before they start with the marketing.
One of the simplest questions I’ve asked business owners and marketers is:
“Who are you trying to market to?”
Too often, the answer is some version of:
“Everybody.”
That’s when you know the problem isn’t going to be solved by changing a bid, adding another keyword, or increasing the budget.
I built Catalyst to create a place where business owners and the people responsible for their marketing can work through those bigger decisions together – then use Google Ads more strategically.
Because knowing where the buttons are is useful.
Knowing why you’re pushing them is strategy.
– Mike Long
You Don't Need All the Answers.
You need a place to ask better questions, challenge your assumptions, learn from other businesses, and work through your strategy.
That’s what The Catalyst is being built to do.
Bring your business. Bring your Google Ads. Bring your questions.
Pull up a chair.
Let’s make it happen.
Your Google Ads Don't Need More Guesswork. They Need a Strategy.
Start building the marketing strategy behind your Google Ads – and keep improving it as your business, customers, competitors, and market change.
Pull up a chair and start building your Playbook.