47.66° N 117.43° W Summit · Profitable Growth
00 Sitemap
Every page,
in one place.
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
- Google Ads Setup Audit (free 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
- Google Ads benchmarks: 33 live accounts
- Healthcare Google Ads cost per lead
- Meta Ads CPM by placement
- The Operator Note
- The Operator Lab
- FAQ
03 Who I work with
04 Diagnostic libraries
- Shopify Storefronts · 11 answers
- Conversion Tracking · 10 answers
- Lead Quality · 7 answers
- Hiring a Marketer · 8 answers
- Product Photography · 6 answers
- Medical Practice Marketing · 6 answers
- Wasted Ad Spend · 19 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 don't my Google Ads conversions match my Shopify orders?
- 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?
- I think my agency is wasting my Google Ads budget. How do I get an independent second opinion?
- 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?
Medical Practice Marketing
- Can a medical practice run remarketing or Customer Match ads?
- Can a medical practice use Google Ads conversion tracking without violating HIPAA?
- Can I record and score patient phone calls for marketing?
- Do I need a BAA with my call tracking provider?
- How do you track which ads produce booked patients without sending PHI?
- Why do my healthcare keywords and ads keep getting restricted in Google Ads?
Wasted Ad Spend
- Best practices for conducting an audit of my digital advertising account
- How can I identify if my online ad campaigns are overspending?
- How do ad fraud and click bots affect my digital advertising budget?
- How do I diagnose a low conversion rate on my ads?
- How do I know if my retargeting ads are wasting budget?
- How do I lower cost-per-click without losing conversions?
- How do I make ad copy more relevant and raise click-through rate?
- How should I structure an ad account to reduce waste?
- Is Performance Max wasting my budget?
- My campaign is not spending its budget. Should I raise bids?
- Should I build SEO pages for misspellings of my brand name?
- 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 is a good return on ad spend for an ecommerce business?
- What warning signs show my ads are targeting the wrong audience?
- When is it appropriate to pause underperforming keywords or ad groups?
- Which keyword match-type mistakes waste ad spend?
- Which metrics should I monitor to catch poor ad performance?
- Which tools can help analyze ad spend efficiency in paid search campaigns?
05 Notes
- All posts
- I Ran Six AI Search Audits. Crawler Access Was Almost Never the Problem.
- The Fields You Most Want to Change Are the Ones That Vanish
- A 200 Is Not Proof (The Redirect That Eats Your gclid)
- Four Ways a Site Launch Lies to You
- Migrating a Site That AI Assistants Already Cite
- The 51% of Conversions I Didn't Move to New Pages
- Why I leave about $50 a day unspent in my own Google Ads account
- Shopify Agentic Storefronts Run on Catalog Data
- Your Google Ads Audit Is Reading the Wrong Conversion Field
- Q4 Carried the Most Volume and the Worst ROAS
- The Foreign Hostname (Why I Check Where My Analytics Data Came From)
- The Preview Flag I Check Before Any Campaign Spends
- What a Fractional Marketing Lead 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 Hides
- Klaviyo Flows Built on Room Scenes for a Furniture Brand
- 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
- My 21-Day Geo Holdout: 38% Real Lift Against a Reported 92%
- Nine GTM Tags in 90 Minutes (the build I used to bill $2K for)
- The 4 Paid-Media Numbers I Put in a Board Deck (and 3 I Cut)
- The Cohort Payback Curve That Tells Me Whether to Scale
- Your Catalog Photo Budget Is the Conversion Bottleneck
- The CLOSE Audit: 5 Lead-Quality Passes Before I Touch an Account
- Closed-Won to Google Ads in 48 Hours: My Offline Conversion Pipeline
- Shipping and Discounts Are Inflating Your ROAS
- I Kept the Blog Every Senior Operator Quit
- Why I Run Six Performance Max Campaigns Instead of One
- 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 Works
- The $32.99 Order Google Ads Reported as $148.95
- I Ran AI Max for Two Weeks Against a Manual Campaign
- The STACK Audit: 5 Tracking Layers I Check Before Touching a Bid
- Optimized Targeting Turned a Remarketing Campaign Into Cold Traffic
- Max Clicks, 0 conversions: the bot-traffic pattern I see in 7 of 10 audits
- The 5 Reasons Google Ads Says 'No Recent Enhanced Conversions'
- The Operator's Checklist for Spotting AI in Your Own Writing
- I Took a Law Firm Off Max Clicks. Qualified Leads Went From 38% to 72%.
- Why Performance Max Gets Credit for Shopping Conversions
- The Workflow That Lets Me Ship a Site in 24 Hours
06 Results
- All case studies
- A Practice Website and Its Ad Account, Cut Over Together
- A 224-Page Bilingual Website for a California Law Firm
- EZpanl: The Search Campaign I Killed Before It Ran
- The Consent Banner Said Yes. The Tags Heard No.
- The Conversion That Died When a Button Changed Its Name
- 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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