Blog
Everything here comes from work I actually did: audits, rebuilds, and measurement problems from live ad accounts, anonymized. No trend roundups, no filler.
Most B2B PPC advice starts with campaign structure: keyword research, ad groups, bidding. Useful, eventually. It’s also the wrong place to start, because none of it answers the question that decides whether the campaign is worth building in the first place: can this business afford what a lead actually costs on this channel. That’s not […]
Read Full ArticleHero. One account, eight days, and the reason I stopped trusting the Conversions column. Google Ads call tracking counts five different things, and two of them are not phone calls. They are clicks on a phone number. If your account uses one of those methods, the Conversions column is telling you how many people reached […]
Read Full ArticleMost B2B SEO advice still runs on rankings and backlinks, because those are the things a report can show you. Position, referring domains, organic sessions: all real, all measurable, and all blind to the thing that is actually costing B2B companies deals right now. A growing share of B2B buyers get their answer from an […]
Read Full ArticleUser experience and SEO get talked about as if they’re the same job wearing two different name tags. They aren’t. SEO is about whether Google decides your page deserves to show up for a given search. User experience is about what happens after someone lands on it. The overlap between the two is real, but […]
Read Full ArticleMost B2B customer journey content is a diagram. Awareness, consideration, decision, three boxes and two arrows, and it isn’t wrong so much as it’s useless for deciding anything. I’ve drawn that diagram for clients. It photographs well in a slide deck. It has never once told me where a deal actually got stuck. The useful […]
Read Full ArticleMost writing on B2B marketing channels is a taxonomy. Nine channels, a paragraph of pros and cons on each, a closing line telling you to diversify. That answers a question nobody asked. The question a marketing budget actually has to answer is which channels produce customers for this specific business, and a list of channel […]
Read Full ArticleMost explanations of B2B vs B2C marketing start with the same list: B2B has longer sales cycles, more decision-makers, higher-value deals. B2C is faster, more emotional, driven by impulse. All of that is true, and none of it is the difference that should change how you run a marketing program. The difference that actually matters […]
Read Full ArticleGoogle Business Profile optimization gets treated like a content calendar problem. Post more, add more photos, answer reviews faster. Some of that helps. None of it is where the real leverage sits, and the platform has changed enough in the last two years that a good chunk of the standard advice online is now describing […]
Read Full ArticleMost local SEO keyword research starts in the wrong tool. Someone opens Semrush or Keyword Planner, types in a service, and writes down the volume number the tool shows. That number is very often not measuring what the business owner thinks it’s measuring, and building a keyword list on top of it is the single […]
Read Full ArticleMost guides to local SEO for small businesses read like a shopping list: claim your Google Business Profile, get reviews, build citations, write local content, run some ads. Every item on that list is real work. None of it tells you what to do first, and for a business owner with a few hours a […]
Read Full ArticleMost B2B conversion rate optimization advice assumes you can run a real experiment: split the traffic, wait for a winner, ship it. In B2B lead generation, that assumption is usually wrong. Most B2B accounts do not get enough traffic to make an A/B test mean anything, and a test that never reaches statistical significance is […]
Read Full ArticleMost people run B2B LinkedIn ads for one reason: LinkedIn is the only place that knows what somebody does for a living. Company, industry, job function, seniority. Google does not have that. Meta does not have that. So LinkedIn becomes the default B2B channel almost by elimination, and the account gets built there even after […]
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