Blog

Thinking in public

MEDIA BUYING · 5 MIN

ROAS is lying to you: the metric stack I actually scale on

Platform-reported ROAS is a negotiation, not a measurement. Here's the small stack of numbers that survive contact with your P&L.

AI CONSULTANCY · 8 MIN

Prompt engineering workshops are popular, low-friction, and rarely the thing that actually changes how a business operates.

MEDIA BUYING · 9 MIN

Pmax gets blamed for black-box performance. Some of that's fair. Most of it is advertisers not using the levers they still have.

WEB DEVELOPMENT · 7 MIN

Running an automated audit at the end catches maybe a third of what actually matters. The rest has to be a design decision.

SEO · 9 MIN

Treating E-E-A-T as a set of ranking factors to satisfy misses what it's actually describing.

AI AUTOMATION · 5 MIN

The highest-ROI automation I build is also the least interesting one to talk about at a dinner party.

AI CONSULTANCY · 8 MIN

The strategy looks great in the boardroom. It falls apart the moment someone asks IT what's actually feasible to integrate.

MEDIA BUYING · 6 MIN

The ad account gets audited constantly. The landing page it sends traffic to almost never does, and it's usually where the money leaks.

WEB DEVELOPMENT · 6 MIN

A marketing site is mostly text and images. Most of them ship like they're a dashboard application anyway.

SEO · 9 MIN

Think of link equity like a fixed budget you're spending. Most sites spend it accidentally instead of on purpose.

Next step

A 30-minute discovery call. You bring the numbers, I'll bring the questions. If I'm not the right fit, I'll tell you who is.