Field notes

Notes on spend, measurement and what AI actually changes.

Short, blunt write-ups from live engagements. No thought leadership, no trend pieces — just what keeps turning up in real accounts.

Paid media18 June 20266 min read

Where $2,000 a month on Google Ads actually goes

A line-by-line breakdown of how a small paid search budget gets spent on the wrong intent, and the three checks that recover most of it.

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Measurement27 May 20265 min read

Your GA4 setup is telling you a confident, wrong story

Default GA4 installs count the wrong things and attribute them to the wrong channel. Here's how to make measurement answer the only question that matters.

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AI enablement30 April 20267 min read

What AI fixes in marketing, and what it quietly makes worse

AI has genuinely made parts of marketing faster. It has also made it much easier to scale a bad offer. An honest split of where it helps.

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