Practical writing. No hype.
What we ship, why it works, and what we got wrong on the way. Four content pillars: AI for service businesses, paid media playbooks, system design, original data.
System designWhy most agency retainers stop compounding by month 6
Retainers reset every month by design. Systems compound. Here's the structural difference and what to look for in your current arrangement.
Paid media playbooksThe Google Ads structure we run for tradies, full account map
Campaign-to-ad-group structure that converts on emergency intent, plus the Pmax cells we use for asset-group testing without bleeding spend.
Original dataHow to measure CAC by procedure for cosmetic clinics
Most clinics roll CAC up. We split it. Here's the cohort math that surfaces which procedures actually fund the chair.
Paid media playbooksThe compliance-cleared finance creative checklist
Every claim, every disclaimer, every visual element. The brief template we use to ship finance creative that doesn't get disapproved.
AI for service businessesBuilding a missed-call-text-back agent in under 3 hours
Echo's lite version, the architecture, the Twilio + Claude + WhatsApp wiring, and the SLO we ship against.
System designGEO vs SEO, how AI search is rewriting the agency rulebook
Traditional SEO is necessary but no longer sufficient. The structural changes that get a site cited by Claude, ChatGPT, Gemini and Perplexity.
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Same writing, in your inbox the morning it ships. Plus the case study release notes nobody else sees.