Blog
Working notes
Search, spend and measurement — what we are learning, and what we would do differently.
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Paid Media
Google Ads or Facebook Ads first?
Google captures demand that exists; Facebook creates it among people who were not looking. They are different jobs — how to pick w…
· 3 min read
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Paid Media
Why your Facebook ads stop working after two weeks
An ad that worked for ten days starts losing money, with nothing changed. Why creative fatigue — not the audience or the algorithm…
· 3 min read
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Paid Media
The ROAS in your ads manager is not the ROAS in your bank account
Platform ROAS answers a narrower question than the one you are asking. How I structure Facebook and Google Ads around cohorts and…
· 5 min read
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Paid Media
What we learned running paid social for six months
A candid review of what worked, what did not, and what we would do differently.
· 6 min read
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SEO
Core Web Vitals: what actually moves the needle
Most Core Web Vitals advice is a checklist of micro-optimisations. In practice, three things account for nearly all of the score.
· 4 min read
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Studio Notes
Percentage-of-spend pricing is a broken incentive
If your agency earns more when you spend more, you have hired someone whose interests diverge from yours the moment scaling stops…
· 3 min read
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SEO
Why we deleted 60 blog posts and traffic went up
Thin content does not just fail to rank. It actively drags down the pages that could.
· 5 min read
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Analytics
Your conversion tracking is probably lying to you
In almost every analytics audit we run, at least one primary conversion is double-counted or missing. Here is how to check yours i…
· 4 min read