Notes on growth work that has to survive an audit.
Six articles on follow-up, search, AI answers, ad waste, testing and measurement. Written to be useful whether or not you hire anyone.
Latest articles
Your follow-up is costing you more than your ad budget
Most B2B companies lose more revenue to slow follow-up than to bad targeting. Here is how to measure the gap and close it in two weeks.
SEO in 2026: what still works, what to stop paying for
A practical 2026 SEO reality check for small B2B companies — the four things that still move rankings, and the five that quietly waste budget.
Answer engine optimisation, without the snake oil
AEO is real, measurable and frequently oversold. What featured snippets actually reward, how to track them, and what nobody can promise you.
Where B2B Google Ads money actually leaks
Four leaks we find in almost every account audit — broad match drift, intent collapse, conversion inflation and landing page mismatch — with the fix for each.
The A/B test you should not run
Most small-site A/B tests cannot reach significance, and running them anyway produces confident decisions from noise. What to do instead before you have the traffic.
GA4 is not a reporting tool — build the one number you need
Why ad platforms, analytics and your CRM always disagree, how to define one source of truth per channel, and the three-tab dashboard that replaces the monthly argument.
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