Insights
Notes from the work.
Practical takes on marketing strategy, search, and paid media — written from real engagements, not theory.
Google Flips You to AI Max on September 1 — Take It on Your Terms First
On September 1, Google auto-upgrades campaigns using automatically created assets and campaign-level broad match to AI Max — switching on its preferred…
Your Google Ads Optimization Score Isn’t a Grade — It’s Google’s To-Do List
The optimization score feels like a report card you should push to 100%. It isn't — it measures how closely you follow…
You Rank on Google Maps. So Why Isn’t the Phone Ringing?
Ranking in the Google Maps 3-pack feels like the finish line. It isn't. A map ranking is a vanity metric until it…
ChatGPT Ads Just Became a Channel You Can Actually Manage
ChatGPT Ads just added conversion bidding, advanced matching, geo exclusions, and a bulk API. The features are boring — and that’s exactly…
Your Budget Cap Was the Real Bid Strategy: Google’s Aug 17 Change for Ecommerce
That budget-capped Shopping campaign beating its ROAS target? The cap was doing the work — and Google's August 17 bidding change hands…
One Profile, Three Front Doors: The GBP Playbook for Home-Service Contractors
For home-service contractors, your Google Business Profile now feeds the map pack, your Local Services Ads, and AI answers at once. Neglect…
The New Google Business Profile Playbook for AI Local Search
Google turned your Business Profile from a static listing into a live engagement surface — and its signals now feed AI answers…
AI Overviews Now Answer Most Local Searches — Here’s How to Get Cited
AI Overviews appear on 68% of local searches vs. 39% for the map pack. Ranking is no longer the game — getting…
Is Your Target ROAS Actually Profitable? A 4-Step Health Check
Target CPA and ROAS don't find profit — they optimize toward the number you give them. Here's the 4-step health check to…
CPC Inflation Starts Before the Auction — So Stop Fixing It There
Rising cost-per-click isn't a bidding problem — it's a brand, reach, and conversion problem decided before the auction runs. Here's where the…
Google’s PMax Reporting Change: That Impression Spike Isn’t a Win
As of June 15, Performance Max product reports pull data from all networks — not just Search and Shopping. Expect a one-time…
Google’s Smart Bidding Update: Your Target CPA Is About to Become a Contract
Google's August 17 Smart Bidding change will pull budget-limited tCPA and tROAS campaigns toward the targets you set — not the performance…
What Does a Fractional Marketing Partner Actually Do?
Not a consultant, not an agency, not a full-time hire. Where fractional fits, what it costs, and how to know if you're…
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