Journal · Field notes
Notes from the work.
Working notes from the people running the accounts: AI in marketing, paid media, funnel work, creative. Slow journalism for an industry that talks too fast.
Latest
Meta Ads · 7 min
Meta Ads in 2026: a working guide for small budgets
What we'd actually do with $100 a day on Facebook and Instagram: structure, creative, testing, and the mistakes that quietly drain accounts.
Miami Marketing · 6 min
Your Google listing is doing more selling than your website
The free listing that does most of your early selling is the one you never touch. What a local profile needs to rank, in plain terms.
Funnel Optimization · 6 min
Most businesses don't have a lead problem. They have a follow-up problem.
Why the leads you already paid for go cold, and what an actual follow-up system looks like.
AI Marketing · 7 min
What AI actually changes about running a marketing operation
An honest field report on what AI does, what it doesn't, and where people still have to do the work.
By topic
Ten topics, one point of view.
01
AI Marketing
What AI changes, and doesn't change, about how marketing operations actually run.
1 article
02
Performance Marketing
Measurement, creative, attribution, and the math that holds paid media together.
Forthcoming
03
Meta Ads
Field-tested writing on running Facebook and Instagram programs that keep improving.
1 article
04
Google Ads
The architecture and discipline behind Google Ads programs that capture intent at scale.
1 article
05
AI Automation
How marketing teams actually put AI to work: workflows, tools, governance, and where humans still belong.
Forthcoming
06
Funnel Optimization
Conversion rate work that holds up to statistics. Instrumentation first, opinions second.
1 article
07
Creative Strategy
Editorial standards and the discipline that lifts performance creative above the platform's average.
Forthcoming
08
Luxury Brand Marketing
Why restraint wins: performance marketing principles for brands where craft is the baseline.
Forthcoming
09
Miami Marketing
Field reports from a Miami agency: bilingual audiences, hospitality, real estate, and the city's category brands.
1 article
10
AEO & GEO
Optimization for the next era of search: ChatGPT, Perplexity, Claude, Google AI Overviews. Citation, structure, and entity work.
Forthcoming
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