Insights
Thinking on growth, media and technology
Practical notes from the work — written for operators, not for search engines alone.
Insights
Thinking on growth, media and technology
Practical notes from the work — written for operators, not for search engines alone.
Google AdsLet budget follow margin, not clicks
Most paid accounts optimise toward the cheapest conversion. Profitable accounts optimise toward the most valuable one.
2026-08-18 · 6 min read
Meta AdsOn Meta, creative is the targeting
Audience settings have narrowed. What you say and show now decides who the algorithm finds.
2026-07-02 · 5 min read
SEOMultilingual SEO without duplicate content
Three languages should mean three markets, not one page translated three times.
2026-06-11 · 7 min read
Web DesignSpeed is a conversion feature, not a technical detail
Every second of load time is paid for twice: once in media budget, once in lost intent.
2026-05-05 · 4 min read
AI & TechnologyWhere AI belongs in a marketing workflow
Useful for volume, drafts and analysis. Still poor at judgement, taste and accountability.
2026-04-14 · 5 min read
GrowthFrom attention to growth: the five-step chain
Attention, strategy, execution, data, growth. Break one link and the chain stops paying.
2026-03-03 · 6 min read
Attention → Strategy → Execution → Data → Growth