Free Resources
Writing on whatactually works
No fluff pieces. These are the things I explain to clients often enough that it was worth writing down.
The First Month Isn't the Campaign
Before spending your budget, four numbers have to exist: what a job costs you, what a lead is worth, what you can afford to pay for one, and what is worth scaling. Plus the markup-versus-margin mistake that quietly eats a profitable job.
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Where AI Actually Belongs in a Small Business
The useful question isn't what AI can do — it's what it should be allowed to do without asking you first. A four-rung permission ladder, and the line that never moves.
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Google Makes Garage Door and Locksmith Companies Verify Twice
Two trades face a second Google verification gate that nobody warns them about. What Advanced Verification is, why it exists, what the video has to show, and how long it really takes.
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What Should a Lead Actually Cost? 2026 Benchmarks by Trade
Current cost-per-lead figures for HVAC, roofing, plumbing, pools and more — plus how to work out what a lead is really worth to you, and the questions to ask whoever runs your ads.
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Meta Stopped Targeting Your Audience. It Targets Your Content Now.
Meta ad delivery runs on three models, not one — Andromeda, Lattice and GEM. What each one does, and why your creative is now the targeting.
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We Taught Our AI to 3D Model — Here's What It Taught Us
The first renders looked like toys. Fixing that had almost nothing to do with the model and everything to do with references, written rules and checking the work — which is the same thing that decides whether AI helps your business.
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Don’t Just Create Content — Create a Message Worth Watching
In the ever-evolving world of social media, brands often find themselves trapped in a cycle that prioritizes quantity over quality. As a digital marketer and video editor, I have watched that trade play out badly enough times to write it down.
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From Clicks to Conversions: How Event Tracking Boosts Your Results
As a digital marketer passionate about helping small business owners maximize their online advertising budgets, I want to explain why event tracking is the difference between spending money and measuring it.
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Understanding Meta & Google Ad Auctions: A Guide for Small Business Owners
As a small business owner, you’ve likely heard about the power of online advertising through platforms like Meta (Facebook and Instagram) and Google. But how the auction actually decides what you pay, and who sees you, is rarely explained plainly.
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Unlocking the Full Potential of the Google Stack to Transform Your Small Business Marketing
If you’re a business owner, you already know how powerful Google Ads can be. But Ads is only one piece of a much larger stack, and the other pieces are where most of the leverage sits.
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