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Field notes
No trend pieces. Each post is a system we use on live accounts, with the numbers attached and the steps in order. Start with the one that matches the number you need to move.
Latest · Creative
Most creative testing is opinion with a spreadsheet attached. Here is a system with a written kill rule, sized to the only number that decides when a test is readable.
Updated Aug 26, 2026 · 12 min read
Good creative testing is not about making more ads. It is about deciding, before launch, what would make you stop running one.Read the post →
Lead Generation
A $28 lead that never books is more expensive than a $95 lead that does. The funnel math, 2026 benchmarks, and the tracking setup nobody in this SERP explains.
Aug 19, 2026 · 13 min read
SEO
We moved a client from average position 51.1 to 13.2 — and here are the three reasons you should discount part of that. Plus the diagnostic table for reading your own number.
Aug 12, 2026 · 13 min read
AI & Search
Most GEO advice recommends things Google has publicly said do nothing. Here is what the documentation says, what the research measured, and where the published numbers disagree.
Aug 5, 2026 · 14 min read
Paid Search
Most accounts break at the same three points when budget goes up — and one of them changed nine days ago. The ladder, the readiness gate, and the diagnostic table.
Jul 28, 2026 · 14 min read
Measurement
A 4x account that loses money is not a bug. It is what happens when you optimize revenue instead of margin. The math, the break-even table, and the tROAS trap that wipes out accounts.
Jul 14, 2026 · 14 min read
Next step
Tell us the number that has to move. We will tell you where the next dollar works — and what we would cut.