Insights from The Crane Consultancy https://thecraneconsultancy.com/insights/ Senior-led analysis on PPC, AI search and technical SEO from Nicholas Crane, founder of The Crane Consultancy. en-GB Wed, 03 Jun 2026 00:00:00 GMT Most PPC spend is optimism with a budget https://thecraneconsultancy.com/insights/most-ppc-spend-is-optimism/ https://thecraneconsultancy.com/insights/most-ppc-spend-is-optimism/ Wed, 03 Jun 2026 00:00:00 GMT Analysis A profit-first reading of why so many paid media accounts stay busy and unprofitable, and the handful of questions that reveal which kind you have.