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The whole site, mapped. If you came looking for something specific and the nav did not surface it, it is here.
01 Start here
02 Free tools & frameworks
- All free tools
- Download the Google Ads Setup Audit PDF
- Request my custom account audit
- Wasted Spend Calculator
- Voice Audit Checklist
- The Tracking Stack
- The Lead Quality Stack
- What a Google Ads audit costs
- All first-party benchmarks
- Home services: real cost per lead by trade
- The Ecommerce Tracking Accuracy Benchmark
- The Operator Note
- The Operator Lab
- The Operator's Trail
- FAQ
03 Who I work with
04 Diagnostic libraries
- Shopify Storefronts · 11 answers
- Conversion Tracking · 9 answers
- Lead Quality · 7 answers
- Hiring a Marketer · 7 answers
- Product Photography · 6 answers
- Wasted Ad Spend · 18 answers
Shopify Storefronts
- Can I customize a Shopify theme myself or do I need a developer?
- Does my Shopify store need a facelift or a full rebuild?
- How do I redesign my Shopify store without losing sales?
- How long does a Shopify store rebuild take?
- How much does a custom Shopify theme cost?
- How much does it cost to customize an existing Shopify theme?
- Should I hire a Shopify agency or a freelancer for my store rebuild?
- Should I redesign my Shopify store or buy a new theme?
- Should my Shopify ads land on product pages or a landing page?
- Why is my Shopify store so slow?
- Will redesigning my Shopify store hurt SEO?
Conversion Tracking
- How do I set up the Meta Conversions API the right way?
- How does Shopify Checkout Extensibility break my tracking, and how do I fix it?
- What are enhanced conversions in Google Ads and how do I set them up correctly?
- What conversion value should I send to Google and Meta, and how do I keep them reconciling?
- What is Google Consent Mode and how does it work?
- What is server-side tracking?
- What's the difference between Google Tag Manager and GA4?
- Why don't my GA4 and Meta conversion numbers match?
- Why is my Shopify conversion tracking not working?
Lead Quality
- Do I need a CRM to run Google Ads for a service business?
- How do I import closed-won deals into Google Ads as offline conversions?
- How do I stop spam form submissions from inflating my Google Ads conversions?
- How do I track phone calls as conversions in Google Ads?
- Should I optimize Google Ads for form fills or qualified leads?
- Why are my Google Ads leads low quality?
- Why is my Google Ads cost per lead rising?
Hiring a Marketer
- Can one person run Google Ads, email, and a Shopify store's marketing?
- How do I find a marketing consultant for a home or furniture brand?
- How do I hire a marketer for my Shopify store?
- How much does it cost to hire a fractional marketer?
- Should I hire a freelancer, an agency, or a fractional marketer?
- What is the best alternative to a marketing agency?
- What questions should I ask before hiring a marketer?
Product Photography
- Do I need a photographer for a 100+ SKU Shopify catalog?
- How do I get lifestyle product photos without a studio shoot?
- How many product photos should a product page have?
- How much does ecommerce product photography cost in 2026?
- Is AI product photography good enough for a Shopify store?
- Lifestyle photos or white-background photos: which does a product page need?
Wasted Ad Spend
- Best practices for conducting an audit of my digital advertising account
- Best practices for optimizing ad account structure to reduce waste
- How can I identify if my online ad campaigns are overspending?
- How do ad fraud and click bots affect my digital advertising budget?
- How to diagnose low conversion rates in digital advertising efforts?
- Is Performance Max wasting my budget?
- Should I build SEO pages for misspellings of my brand name?
- Strategies to improve ad copy relevance and reduce poor click-through rates
- Strategies to lower high cost-per-click without sacrificing conversions
- What are common mistakes that cause digital ad spending to go to waste?
- What are common reasons for high cost-per-click without sales?
- What are typical mistakes in keyword matching that lead to wasted ad spend?
- What are warning signs that my retargeting ads are not converting and wasting funds?
- What constitutes a good return on ad spend for e-commerce businesses?
- What key metrics should I regularly monitor to detect poor ad performance?
- What warning signs show my ads are targeting the wrong audience?
- When is it appropriate to pause underperforming keywords or ad groups?
- Which tools can help analyze ad spend efficiency in paid search campaigns?
05 Notes
- All posts
- Your blog posts will not get your product recommended
- The field your Google Ads audit is reading is the wrong one
- The quarter you plan the year around is your weakest one
- The Foreign Hostname (Why I Check Where My Analytics Data Came From)
- The Preview Flag (Why I Check the Ad Destination Before a Campaign Spends)
- What a fractional marketing lead actually costs in 2026
- The Shopify Event With No Subscriber (What I Found Auditing My Own Build)
- The Ad Manager Job Is Going Away. I Know Because It Was Mine.
- 44 Agents Tried to Break My Case Studies. Three Succeeded.
- Cost Per Lead Is the Wrong Number for Home Services
- I Dismissed 1,476 of Google's Ad Recommendations Last Week
- What a Home Brand's 21x ROAS Actually Hides
- The inbox is a catalog surface, and most home brands waste it with a stock template
- One hero shot loses the sale: the four product angles every furniture PDP needs
- The $30K Shopify rebuild you probably don't need
- Shopify Storefront Audit: My 6-Pass Method
- Your AI Agent Doesn't Need a Brain
- The content engine behind a Shopify home brand's blog (and the rule that blocks half its own ideas)
- I paused all paid media in one state for 21 days. The incremental lift was 38%, not the 92% the attribution report claimed.
- The 4 numbers I put in a $20M home brand's next board deck on paid (and the 3 numbers I cut)
- New-customer CAC $127. First-order margin $95. The cohort payback curve that tells me whether to scale.
- Your catalog photo budget is the CVR bottleneck (the 2026 math on lifestyle photography for Shopify home brands)
- Nine GTM Tags in 90 Minutes (the build I used to bill $2K for)
- The CLOSE Audit: the 5-pass lead-quality walkthrough I run before I touch a service-business account (2026 edition)
- Closed-won to Google Ads in 48 hours: the offline-conversion pipeline I run on every service-business account (2026 edition)
- Your ROAS is inflated by shipping and discounts (Smart Bidding is optimizing for the wrong number)
- Why I Run Six Performance Max Campaigns Instead of One
- I Kept the Blog Every Senior Operator Quit
- The Bing pixel that said YOUR_VALUE_HERE
- The Click Text Trigger Trap (Why I Rebuilt My Own Tracking Last Week)
- Free PDFs Without an Email Gate: How the Funnel Actually Works
- The $32.99 order that reported as $148.95 (the Customer Lifecycle Value setting that inflates Google Ads revenue)
- I ran AI Max for two weeks against a manual campaign. The lead-quality delta.
- The STACK Audit: the 5-layer pass I run before I touch a single bid (2026 edition)
- Max Clicks, 0 conversions: the bot-traffic pattern I see in 7 of 10 audits
- The five reasons Google Ads throws 'No recent enhanced conversions' (and the one that actually matters)
- 1,247 'remarketing' clicks. 14 from actual past visitors. (The Optimized Targeting trap)
- I switched a law firm off Max Clicks last quarter. Same spend, 72% qualified leads instead of 38%.
- The Operator's Checklist for Spotting AI in Your Own Writing
- Why Performance Max Gets Credit for Shopping Conversions (And What to Do About It)
- The Workflow That Lets Me Ship a Site in 24 Hours
06 Results
- All case studies
- EZpanl: The Search Campaign I Killed Before It Ran
- The Conversion That Died When a Button Changed Its Name
- The Consent Banner Said Yes. The Tags Heard No.
- Teaching Google Ads What a Case Is Worth
- The Events Nobody Was Sending (Sugar Babies, Part Four)
- The Furniture Brand Whose Revenue Showed Up as Unassigned
- Sugar Babies, Part Three: A Storefront Facelift With No Replatform
- A Home Brand's Blog, Rebuilt Into an Engine That Ships Sixteen Posts
- From One Performance Max to Six: Scaling Sugar Babies After the Rebuild
- A 150-SKU Furniture Catalog, Built Solo in Under a Month
- How I Cut Spend in Half and Doubled Signups for a Real Estate Law Firm
- I Rebuilt My Marketing Site in 24 Hours
- How I Rebuilt a Single Performance Max Campaign Into a Growth Engine
- Vanity Resource: A Clean Feed Won Shopping
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