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Short, opinionated writing on what is actually working in paid, organic, and email. Written by the people who run accounts every day — not by the marketing team.

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Showing 5 of 5 posts
An illustration of three vertical control levers labeled Asset Groups, Audience Signals, and Exclusions — the first lever positioned at the top with a green check status, the second at midpoint with an amber dash status, the third at the bottom with a coral X status — sitting on a control panel below a Performance Max header pill
Paid Search

The three Performance Max levers most accounts get wrong

Asset groups, audience signals, and exclusions are the only PMax inputs you actually control. Most accounts use one of them well, two of them carelessly, and the third one not at all.

Jordan Chen — Paid Search Lead — stylized portrait illustrationJordan Chen·9 min read·May 4, 2026
A chart card showing three metric lines over six weeks: hook rate declining in coral, frequency rising in amber, and ROAS holding steady before dropping sharply — illustrating that leading indicators move two to three weeks before ROAS does
Paid Social

How to spot creative fatigue on Meta before your ROAS does

The leading indicators of creative fatigue show up two to three weeks before the revenue chart does. By the time ROAS drops, you’ve already burned spend on creative that stopped working.

Priya Shah — Paid Social Lead — stylized portrait illustrationPriya Shah·7 min read·April 27, 2026
A search results mockup showing an AI Overview answer card with three citation sources — brand.com highlighted with a green CITED badge, plus competitor.com and authority.com — with traditional organic results greyed out below the fold
SEO

What AI Overviews are actually doing to organic traffic

Three months of data from accounts we manage, broken down by query intent. The headlines about “AI is killing SEO” miss the part where the impact splits cleanly by what users were searching for.

Maya Okonkwo — SEO Lead — stylized portrait illustrationMaya Okonkwo·11 min read·April 20, 2026
A four-tier ladder visualization showing different email cadences per engagement segment: Highly Engaged at 5 per week in mint, Active at 2 per week in amber, Lapsing at 1 per 2 weeks in coral, and Dormant at 1 per month in ink
Email

Stop sending the same email cadence to every subscriber

Frequency is a segment-level decision, not a list-level one. Here is how we set it — and the four engagement tiers that determine who hears from you five times a week and who hears from you once a month.

Sam Reyes — Email Lead — stylized portrait illustrationSam Reyes·6 min read·April 13, 2026
Three donut charts in a row showing the paid-to-organic budget ratio at three company stages: Early Stage at 80/20, Growth Stage at 60/40, and Mature Stage at 40/60
Strategy

How we allocate budget between paid and organic across stages

The right paid-to-organic ratio shifts as the business grows. We have run the math on dozens of engagements and the pattern is consistent enough to be useful as a planning input.

Taylor Brooks — Head of Strategy — stylized portrait illustrationTaylor Brooks·12 min read·April 6, 2026

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