Marketing you canput to work
Insights
Practical guides on SEO, AI automation, and growth marketing, written by the team that builds these systems for clients.
Facebook ads for small business: what Meta is good at
Facebook and Instagram sell attention, not intent, and that is why the average Facebook lead costs $27.66 against $66.69 on Google. The two leads do not behave the same way. This guide covers what Meta charges by trade, the budget floor its own help pages imply, and the smallest plan that works.
September 21, 2026
Google Ads for small business: when it works and what it costs
Google Ads pays when your gross margin per customer clears your cost per lead. Across 13,474 US campaigns the average lead cost $66.69, and industry averages ran from $26.84 to $131.63. This guide hands you the break-even arithmetic, an honest budget floor, the cases where Local Services Ads win, and the cases where you should not advertise at all.
September 14, 2026
Ecommerce ads getting clicks but no sales: eleven fixes, ranked
Your customer clicked. What are they still worried about? Before you rewrite the ad or hand out another discount, answer the questions your product page still leaves open.
September 14, 2026
Check your MER, because ROAS is lying to you
If you're running Facebook ads, ROAS is no longer the metric to use. Facebook ads has been over-attributing sales for the last couple of years, and it isn't your source of truth. So this is what MER is, how to work it out, and how to know from your MER whether you should scale or pull back.
August 22, 2026
Meta is spending your budget inside mobile games
An expensive Meta account is usually expensive for reasons inside the account rather than reasons in the auction. There are five of them: junk placements, ads killed before they finish learning, stacked interests, overlapping ad sets, and three defaults nobody opens. All five turn up in about ten minutes of looking.
August 15, 2026
He made $16,000 in three weeks and kept $500
A store owner made about $16,000 in his first three weeks of Google Ads and kept about $500 of it. Whether that is a disaster or a plan depends on two numbers: what a customer is worth over twelve months, and what you would pay to get one.
August 10, 2026
Six quick Google Ads fixes, ranked
Six quick Google Ads fixes, ranked tier-list style. Turning off Search Partners and fixing a bad conversion signal sit in S tier, three compounding habits fill A, and the famous ad copy refresh lands in C. The ranking runs on one measure: payoff per minute of work.
August 10, 2026
Long-form research
How to Build a World-Class GA4 Setup
Most Google Analytics 4 installations record data without measuring anything a business can act on. This dissertation documents the audit and reconstruction of one such property from first principles, and generalizes the work into a method any practitioner can follow.
Francisco Contreras · July 2026 · 66k words