Notes from the field.
Practical writing from the accounts we actually run — not think-pieces. If it helps one operator make a better decision this quarter, it earned its place.
Latest
Recent articles.
Guides
2025-04-02 · 9 min
GEO vs. SEO in 2025: what actually changed
Generative engine optimization is not a rebranding of SEO. It is a different evaluation loop with overlapping inputs. Here is what moved and what did not.
Benchmarks
2025-03-18 · 7 min
Cost-per-lead benchmarks for US service businesses
Real cost-per-lead ranges across HVAC, roofing, cleaning, medspa, dental and legal — from accounts we run, not scraped numbers.
Philosophy
2025-02-24 · 5 min
Why we do not charge percent of ad spend
Percent-of-spend pricing incentivizes the wrong thing. Here is what we charge instead and why.
Guides
2025-01-30 · 11 min
How we think about attribution (and why perfect is the enemy)
No attribution model is right. A few used together are useful. Here is the practical stack we run for service businesses.