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Notes from the work.
Practical, specific writing on websites, Google Ads and AI search — the things I see in real accounts, and what to do about them.
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Search is becoming a conversation. Is your business in the answer?
More people now ask AI assistants instead of scanning search results. Here's what that changes for a small business, and what to do about it.
Read the post →Your Google Ads "conversions" might not be conversions
GA4 key events aren't Google Ads conversions until you import them. If that link is missing, your bidding is optimising for the wrong thing.
Read →Why your ads should never point at your homepage
A homepage talks to everyone. A landing page talks to the one person who just clicked your ad — and that's why it converts.
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