Journal

Playbooks, experiments and honest lessons from the ad accounts I run.

Paid ads Nov 2, 2026 1 min read

Most ad accounts I audit have 20+ campaigns. The best ones I run have three. Here is the structure and…

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Analytics Oct 26, 2026 1 min read

A 10% gap between GA4 and your shop is normal. A 30% gap means your ads are optimising blind. Here…

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SEO Oct 19, 2026 1 min read

AI answers took the easy questions. The searches that pay — comparisons, prices, alternatives — still click through. Write for…

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CRO Oct 11, 2026 1 min read

A real (anonymised) SaaS landing page, the seven things I changed and what each one did to the conversion rate.

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Freelancing Oct 2, 2026 1 min read

The best projects I have done started with a one-page brief. Here are the six questions it answers.

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E-mail Sep 24, 2026 1 min read

Before you send another newsletter, build these five automated flows. They earn money while you sleep.

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