Writing
Notes on strategy, AI-readiness, and building systems that hold up.
Field note
How a Stalled Google Ads Account Went From One Lead a Week to a Peak of Fourteen
ECM Heating & Cooling's Google Ads account was stuck at one lead a week for months. Here's what narrowing the whole campaign actually changed.
September 15, 2026
Essay
Choose Your Google Ads Campaign Type by What You're Selling, Not by Default
A practical walkthrough of Google's ad campaign types (Performance Max, Shopping, Display, Video, and Search) and which one actually fits your business.
August 27, 2026
Essay
Build Your Customer Persona From People Who Already Buy From You
The customer persona method I actually use with clients: skip the demographics report, look at who really buys, and work backward from there instead.
August 11, 2026
Essay
Choose Your Ad Channel by Intent, Not by Habit
Why 'just run Facebook ads' is bad advice for most small businesses, and how intent, not platform popularity, should actually decide where your budget goes.
August 11, 2026