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Performance, measurement and AI.
Practical notes for founders, marketers and agency leaders. Answer-first, evidence-led, no filler.
The 48-hour website: how AI compresses delivery without compressing quality
A custom 48-hour website works because AI compresses production, not judgement. The time saved is build and boilerplate; the strategy, structure and quality control stay human. Here is how it ships.
How we won a 13-market Gucci pitch (and what enterprise pitching teaches you)
We won a 13-market Gucci pitch by solving the client's real problem, not performing creativity. Enterprise pitching rewards clarity, proof and operational credibility over showmanship. Here is the playbook.
When to hire an agency vs a consultant vs a fractional leader
Hire an agency to execute channels at scale, a consultant for a defined diagnosis, and a fractional leader to own the outcome and hold everyone accountable. Most scaling businesses need the leader first.
Google Ads for private healthcare: what's different and what gets you banned
Private healthcare Google Ads is governed by strict policies on health claims, certification and sensitive categories. Get the medical claims, landing pages and conversion tracking wrong and you get suspended.
AEO for service businesses: how to get cited by ChatGPT and Perplexity
To get cited by ChatGPT and Perplexity, structure content answer-first, publish entity schema and an llms.txt, and become the clearest source for specific questions. This site is a live demo of it.
How AI agents are changing how marketing agencies operate
AI agents are compressing marketing agency delivery, shifting margin from execution to judgement. Agencies that automate the production line and reprice around outcomes win; those billing hours lose.
Broad match and Smart Bidding: the default architecture that works in 2026
In 2026 the default Google Ads architecture is broad match feeding Smart Bidding, governed by clean conversion data and margin-based targets. It only works with good measurement and tight negatives.
How to audit a Google Ads account in 60 minutes
Audit a Google Ads account in 60 minutes by checking conversion tracking first, then wasted spend, account structure, bidding, and the search terms report. Fix measurement before anything else.
MER vs ROAS: which should you actually measure?
Measure MER for business health and ROAS for channel optimisation. MER is total revenue divided by total marketing spend; ROAS is per-platform. Use both, but steer the business with MER.
What does a fractional head of performance cost in the UK?
A fractional head of performance in the UK typically costs £3,000 to £12,000 per month, far below a £90k-£140k full-time hire, with senior expertise on a day-rate or retained basis.
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