📉 Paid acquisition
Your cost per lead is lying to you — here is the number that isn't
Cost per lead tells you what your advertising costs. It tells you nothing about what a customer costs. The arithmetic that turns one into the other, and why the gap surprises almost everyone.
🦷 Paid acquisition
What a US dental patient actually costs you — and how to find your ceiling
Most clinics serving American patients know what a case is worth. Very few know what they can afford to pay to win one. The arithmetic, and the three costs that get left out of it.
🌎 Paid acquisition
Google Ads language targeting does not do what you think
Language targeting does not filter by the language of the search. Location targeting, left on its default, shows your ads to people who are not there. Two settings that quietly decide who sees you.
❓ Paid acquisition
Eight questions to ask before you hire anyone to run your ads (me included)
Almost every sales conversation starts with price, and price predicts nothing. These eight questions do — and one of them can stop you losing your entire advertising history.
⏱️ Paid acquisition
The job you lost was answered too late
Most service businesses convinced they have a marketing problem have a response-time problem wearing a marketing costume. Where the delay actually comes from, and what fixing it looks like.
🧱 Paid acquisition
The minimum system to win customers — what to build first and what to skip
You do not need the complete setup to start winning work. You need three pieces in the right order — and a list of things you can postpone without guilt.
🧭 Building
What I learned building a travel agency from nothing
Not advised on — built. The site, the booking flow, the automations, the servers underneath. Including the part that has not worked yet.
🌐 Building
How I run accounts in four countries without being in any of them
Trust is not built by being in the room — it is built by evidence. What actually requires presence, and what only pretends to.
🧾 Paid acquisition
Why I charge a fixed fee, not a percentage of your ad spend
The standard model pays your marketer more when you spend more — while asking that same person to decide how much you should spend. The structure I use instead, the real numbers, and who it is wrong for.
🏨 Building
What four years inside a global hotel chain taught me about marketing
Starwood — the group behind Sheraton, Westin and W — ran on standards you could not negotiate and touchpoints designed on purpose. Four lessons that still decide how I run an account.