47.66° N 117.43° W Summit · Profitable Growth
00 Tools
Free tools. Senior eyes, no sales call.
Diagnostics and calculators. Use them on your own account, no call needed. Built from the same playbook I use on client work.
01 Available now
Tools available now
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Google Ads Setup Checklist PDF
A free PDF you can download without an email gate.
Ten Google Ads setup settings that can drain a budget, plus the thirty-day plan to fix them. It is a self-serve PDF, not a review of your individual account.
Download the Google Ads Setup Checklist PDF -
Wasted Spend Calculator
A two-minute estimate of how much of your budget is leaking.
Type in your monthly Google Ads spend and the red-flag count from the Setup Checklist PDF, and optionally the share of conversions your sales team calls junk. The calculator suggests a waste rate from your flag count, which you can override, and returns a rough monthly and annual dollar figure.
Run the calculator: Wasted Spend Calculator -
The Tracking Stack
For ecom: how GA4, GTM, Google Ads, and Meta should be wired for a Shopify store.
My opinionated reference architecture for conversion tracking on Shopify. The pieces, the order they get wired, what server-side earns you, and what to leave alone. The starting point I take into every ecom tracking rebuild. Read on the page or download the 25-page PDF to hand to your developer.
Read the stack: The Tracking Stack -
The Lead Quality Stack
For service businesses: CRM, call tracking, and the closed-won feedback loop that makes Smart Bidding work.
My opinionated reference architecture for service-business and lead-gen accounts. CRM as the source of truth, server-side tracking as the spine, call tracking + form scoring as the lead-quality layer, and offline conversion imports as the closing feedback loop that ties Smart Bidding to actual revenue (not lead volume). Read on the page or download the 25-page PDF to hand to your developer.
Read the stack: The Lead Quality Stack -
First-Party Benchmarks
Five reports measured on live accounts I hold credentials on, not an industry survey.
Google Ads benchmarks across 33 live accounts, healthcare cost per lead by practice type, Meta Ads CPM by placement, home-services cost per lead by trade, and the Ecommerce Tracking Accuracy Benchmark. All anonymized and aggregated, in a fixed window, with the sample size stated next to every figure.
Read the benchmarks: First-Party Benchmarks -
Voice Audit Checklist
Twelve writing tells. Three sweeps. The voice checklist I run on every page of this site.
A two-page printable checklist of the patterns that make copy read as machine-written. Em dashes, decorative triplets, empty intensifiers, marketing-template phrases. Run the three sweeps before you ship any page, post, or email and most of the signature comes out in ten minutes. Same checklist I run on every page of this site.
Read the pitch: Voice Audit Checklist -
Wasted Ad Spend Library
The diagnosis library. Twenty-three answers to the questions founders bring to a leak audit.
A hub-and-spoke library of twenty-three answers on the signals of wasted ad spend on Google and Meta. Search-term leakage, branded-search inflation, Display Network waste, conversion-rate diagnostics, CPA drift. Each answer is self-contained, no email gate.
Browse the library: Wasted Ad Spend Library -
Conversion Tracking Library
For ecom: eleven answers on why your GA4, Meta, and Shopify numbers do not reconcile.
A hub-and-spoke library for Shopify brands whose conversion tracking is broken or whose platform numbers do not match. Server-side tracking, the de-dup contract, Enhanced Conversions, Consent Mode, the post-2025 checkout-extensibility break. Each answer is self-contained, no email gate.
Browse the library: Conversion Tracking Library -
Lead Quality Library
For service businesses: seven answers on why Google Ads produces cheap leads that never close.
A hub-and-spoke library for service businesses whose leads are low quality. Form-fills versus qualified leads, call tracking, the closed-won feedback loop, spam submissions, the CRM as source of truth. The diagnostic layer on top of the Lead Quality Stack. Self-contained, no email gate.
Browse the library: Lead Quality Library -
Medical Practice Marketing Library
For practices: six answers on what paid advertising under HIPAA actually permits.
A hub-and-spoke library for medical practices running paid acquisition. Which vendors need a business associate agreement before they touch a patient identifier, why remarketing and Customer Match are closed to a practice, how to import booked patients without sending anything protected, what a healthcare mode breaks, and which keyword restrictions are exemptible. Not legal advice, and written to give the compliance conversation something concrete to start from. Self-contained, no email gate.
Browse the library: Medical Practice Marketing Library -
Law Firm Marketing Library
For law firms: five answers on measuring Google Ads in signed cases instead of leads.
A hub-and-spoke library for law firms running Google Ads and Local Services Ads. How to get signed cases from a legal CRM back into Google Ads, what a signed case should cost, whether LSA earns its place, what bar rules allow in ad copy, and what call-recording consent and confidentiality mean for intake scoring. Not legal advice. Self-contained, no email gate.
Browse the library: Law Firm Marketing Library -
Shopify Storefront Library
The decision library: theme, facelift, or rebuild, and what each one costs.
A hub-and-spoke library for founders weighing a Shopify theme purchase, a storefront facelift, or a full rebuild. What custom themes cost, DIY versus developer, redesigns that keep the SEO and the sales, why stores get slow, where paid traffic should land. The decision layer in front of the storefront build offer. Self-contained, no email gate.
Browse the library: Shopify Storefront Library -
Hiring a Marketer Library
The decision library: freelancer, agency, or one operator, and how to vet whoever you pick.
A hub-and-spoke library for founders choosing marketing help. Whether one person can run Google Ads, email, and a Shopify store, what a fractional marketer costs, how to find a home-brand specialist, and the seven questions that vet anyone. Self-contained, no email gate.
Browse the library: Hiring a Marketer Library -
Google Ads Audit Cost Guide
What an independent audit costs in 2026 across five service tiers.
An honest market overview of audit pricing. Free DIY workbooks. Automated SaaS graders (WordStream, Optmyzr free tier). Agency loss-leader audits. Senior-operator memos. What each tier costs, what each catches, what each misses. The straightforward answer founders cannot find anywhere else without sitting through a sales call.
Read the breakdown: Google Ads Audit Cost Guide -
Solo Senior vs Agency
Where each one wins. Honest comparison, including where the agency is the right answer.
Bottom-funnel decision page for founders weighing solo senior consultant against an agency engagement. The honest version that names the scenarios where an agency wins (multi-channel at scale, dedicated specialists on demand) and the scenarios where a solo operator wins. Useful before booking anyone, including me.
Read the comparison: Solo Senior vs Agency -
The Operator's Field Notes
The full method behind every deliverable I produce. Free, no email required.
An agency sells you a team. I replaced the specialists with pipelines. This is the documented method, start to finish. The anatomy of a pipeline, the extraction loop, the standard every output is scored against, and a worked example. Read what a founder is buying when they hire a senior operator instead of an agency.
Read the pitch: The Operator's Field Notes
02 In the build queue
Two more tools,
shipping soon.
- Coming soon
Tracking Architecture Scorecard
Twelve yes/no questions. A 0–100 score and a fix list.
A self-serve diagnostic of your tracking stack. Enhanced conversions, server-side GTM, GA4 purchase de-dup, Meta CAPI, the works. You get a score and a written punch list of what to fix, ordered by impact.
- Coming soon
Home & Furniture Brand Benchmark Report
Quarterly: median CPC, ROAS, and Shopping share-of-spend across home-vertical brands.
Aggregate benchmarks pulled from real Shopify home-and-decor brands I have audited or worked with. Median CPC, ROAS, Shopping CTR, Performance Max share-of-spend, by spend band. Quarterly PDF.
03 Not what you needed?