Articles.
Writing on marketing, automation, and building at the intersection of the two.
Why your campaigns underperform after a Smart Bidding change
When you adjust a Target CPA or ROAS, performance gets worse before it gets better. This is documented, predictable, and still mishandled constantly.
Why your LinkedIn presence goes quiet after the first month
Most marketing teams start with good intentions and a content calendar. By week four, it's gone quiet. This is not a discipline problem. It's a structural one.
What competitor monitoring is actually for
Most competitor monitoring is vanity work. Someone sets up a Google Alert, checks it occasionally, and shares items in Slack. The information is logged. It doesn't change anything.
The search terms you're already paying for but never reviewed
Most Google Ads accounts have a search terms report that gets checked once, then forgotten. New search terms accumulate every week. Here's why that costs you money, and what to do about it.
The conversion problem that isn't on your landing page
When conversion rate drops, the instinct is to look at the landing page. Change the headline. Test the button colour. These are rarely the actual cause. Most conversion problems are upstream.
You have pages ranking 6–15 right now. Here's what to do about them.
Pages in positions 6–15 with decent impression volume are the lowest-effort SEO wins available. They're already ranking. Small improvements move them to where the clicks are.
Why we built human-in-the-loop as the default, not the fallback
Most AI tools either require too much from you or do too much without you. Human-in-the-loop is the middle ground, but only if it's designed correctly.
The brief is the bottleneck: why creative output stalls
Most creative projects stall at the beginning, not the middle. The deadline is missed not because execution was hard, but because the brief was unclear, contested, or never fully agreed on.
The marketing team we always wanted to work with
Most marketing software adds work. We wanted something different — not a tool that waited for us, but an agent that watched, prepared, and put a decision in front of us ready to approve.