Field Notes
Practical, opinionated essays on paid media, websites, creative, and measurement. Built from real client work, not recycled LinkedIn posts.
A B2B lead generation playbook for companies already at 7 figures: why cheap leads stall growth, the channels that build pipeline, and how to measure it.
Demand generation vs lead generation for 7-figure brands: why gating everything caps growth, how to build a demand engine, and how to measure it honestly.
Is Performance Max worth it? An honest take for businesses spending real money: where PMax wins, where it hides waste, and how to put guardrails on it.
A $40 lead at 15 percent close costs more than a $70 lead at 40 percent. The cost-per-booked-job formula for roofers and home-services owners.
The questions to ask before hiring a PPC agency, plus the answers that should end the meeting: account ownership, spend markup, and real attribution.
The retargeting mistakes draining B2B and high-ticket ad budgets: frequency, exclusions, overlap, and dying cookies. Fix the funnel-stage leaks for 2026.
Account structure, audiences, creative, and budget logic for running Meta ads on B2B offers. The exact setup we deploy on new accounts.
The specific account-level mistakes we find in 9 out of 10 Google Ads audits, and the exact fix for each. Search and Performance Max included.
If your business closes on the phone, your reporting is lying to you. A practical guide to call tracking, dynamic number insertion, and offline conversion import.
LinkedIn ads are 4 to 10x more expensive than Meta. A clear-eyed look at when that premium is worth it, and the campaign types that actually return capital.
A section-by-section breakdown of what goes on a landing page built to convert paid traffic, with concrete examples and the order they should appear.
A practical, no-jargon framework for turning a B2B paid media budget into predictable pipeline. Built from spend on Meta, Google, and LinkedIn.
The structural reasons most B2B websites underconvert, and the specific changes that move the number. Concrete examples, no platitudes.
Why creative is now the largest controllable variable in paid media, and how to brief, test, and scale it like a system instead of an art project.
Last-click is dead, MTA is broken, MMM is overkill for most teams. Here is what actually works, and how to build a measurement stack you can defend.
