Operator notes.
Written by the people running the accounts, about things that actually happened in them. No thought leadership.
PMax cannibalisation is the silent ROAS killer — here's how to model it
Most Performance Max accounts eat 25–40% of branded search and claim credit Google would have closed organically. The fix isn't subtle. It's an exclusion list, an architecture rebuild, and a willingness to read the numbers honestly.
2026-04-30AI search is rewriting your traffic graph in real time — here's what we do for citability
Google AI Overviews now appear on 30%+ of commercial queries. ChatGPT and Perplexity are referrers, not destinations. If your content isn't citable at passage level, you're invisible in the next traffic medium. Here's the framework we use to score and fix it.
2026-04-30The brand strategy doc that lives in your media buyer's tab
Most brand strategy collapses on contact with a media buyer. The 90-page deck stays on a shared drive while the paid team writes ad copy from gut. Here's the format we ship instead — and why it's the connective tissue between Brand and Performance.
2026-04-30