The Camino de Santiago is a legendary pilgrimage leading to the shrine of Saint James in Santiago de Compostela, Spain. It’s one of the few adventures still sitting on my bucket list.

The Camino isn’t one single road — it’s a network of routes crossing Europe, all converging in Santiago. I’m drawn to the Camino Francés, starting in St. Jean-Pied-de-Port, France, and stretching over four to six weeks of walking.

Historically a religious quest, today people walk for all kinds of reasons—spiritual renewal, personal challenge, cultural discovery, or simply the joy of moving through history under an open sky. Some tackle it on foot, others by bike or even horseback.

If you want a taste of it, watch The Way with Martin Sheen, written and directed by Emilio Estevez.

So why share an unfulfilled goal?

Because the Camino is a perfect picture of how strategy and tactics work together.

To take the Camino, you first choose the destination. Then you decide how to get there — walk, cycle, ride. In business, your strategy is the destination; your tactics are the route you take.

You wouldn’t set out for Santiago without first knowing where it is. Yet many businesses do the equivalent — they jump into tactics without ever deciding on the destination.

Sun Tzu nailed it:

“Strategy without tactics is the slowest route to victory.
Tactics without strategy are the noise before defeat.”

Strategy answers what you want to achieve and why it matters. It’s the long-term vision that guides your choices.

Tactics answer how you’ll make that vision real — they’re the tools, channels, and actions you take along the way.

Google Ads is one of those tools. It’s powerful, flexible, and — when guided by the right strategy — capable of delivering remarkable results. But it’s still a tactic.

When business owners mistake Google Ads for a strategy, frustration follows. They run campaigns without a clear goal, then wonder why the results feel scattered.

Run Google Ads with a clear destination, and something changes. You can measure progress, give Google the feedback it needs to perform better, and keep adjusting until you arrive.

Don’t put the cart before the horse. First, decide where you want the business to go. Then, choose the right tactics to get you there — whether that’s Google Ads, another channel, or a mix of both. A great tactic can only shine when it knows which way you’re headed.

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