The Journal
This is where I think out loud. Some of it is a problem I hit that week in an ad account, some of it is a thing I got wrong, and some of it is me trying to work out what AI search means before anyone has a firm answer. Written for the person who has to explain this stuff to a boss on Monday.
Archive
AI · 6 min read
We're in the Napster era of AI: subsidized abundance that feels free but isn't. Here's how the Spotify era plays out for marketing, why metered tokens bring human brute force back, and what to build now.
News · 4 min read
I'm sitting at my table cutting up pieces of paper — literally making little bits of merch for myself — and it hits me: How did I get here? A reflection on personal branding, what actually matters, and why showing up imperfectly is the whole point.
Google Ads · 4 min read
It's rarely a budget problem. It's almost always a setup problem — and the mistakes are more predictable than you'd think.
AEO · 4 min read
Search is changing. Here's what entities are, why AI systems care about them, and how to make sure your brand shows up when people ask questions of ChatGPT, Gemini, and Google's AI Overviews.
News · 4 min read
If your business generates phone calls and you're not tracking where they come from, you're guessing — and guessing is expensive. A plain-English breakdown of call tracking and when to use it.
AEO · 5 min read
The best AEO strategy doesn't start with keyword tools. It starts with customer feedback — sales calls, reviews, support emails, and lost deals.
Analytics · 2 min read
Google Ads says one thing. GA4 says another. Your CRM says something else. Your numbers aren't broken — they're just answering different questions.
AEO · 1 min read
AI took a wrecking ball to SEO. How do you compete with AI in search, why aren't your keywords working anymore, and why is your SEO traffic dropping?
AEO · 5 min read
Answer Engine Optimization, explained plainly: what AEO actually is, why it isn't just SEO, what AI answer engines look at, and why local businesses have an edge.
Management · 4 min read
Or: how meetings stopped being so painful and people started owning their work. The EOS tools I actually use to run a marketing team.
The newsletter
Google Ads, AI search, and whatever I've been arguing with a dashboard about lately. Irregular by design — unsubscribe whenever.
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