Founder of Pangea Marketing. Digital marketing 10+ years. Board game maker. Coffee’s greatest fear.
Jul 28, 2026
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10 min read
The answer to "how much should I spend on Google Ads?" isn't an industry average. It can only be your own unit economics. Here's the math, the benchmarks, and the rules.
Jul 22, 2026
8 min read
Attribution is broken. So you need to measure marketing lift. This guide will tell you how to do that and use it to make smarter budget calls in 2026.
6 min read
When marketing budgets are tight, doing less works better than doing more. Here's how to pick the channels that generate what you need: revenue and feedback.
Ad trouble? Learn how applying the scientific method—yes, the one from school—can improve your ad performance, reduce waste, and build repeatable success.
7 min read
Marketers love metrics. It's too bad that metrics don't tell the truth. CTR & ROAS don't mean much unless you pair them with sound business logic.
Jul 21, 2026
A "reasonable" marketing benchmark isn't the industry average. It needs to be grounded in your own economics and data. Here's a framework for setting one, even from a cold start.
Jul 14, 2026
I measure everything I can in marketing. But simple fact: you can't measure everything in marketing. You just can't. Thinking you can is a mistake.
Jul 7, 2026
SEO is powerful, but it can't create demand, fix a weak offer, or work overnight. Knowing the limits is how you spend on it sanely.
Jun 30, 2026
How to add keywords to your website the right way: not stuffing words into tags, but matching pages to the searches that actually book jobs.
Jun 26, 2026
9 min read
Dismissing old marketing ideas? Big mistake. Here are 12 proven marketing tactics from before the digital era—and why modernized versions still work in 2026.
Online ads look simple. Until they’re not. Here are 13 weird truths I’ve learned about budgets, bans, bots, and bad data. Read before you spend another dime.
Jun 25, 2026
Marketing attribution in 2026 is messy. This guide breaks down what went wrong—and how smart marketers are adapting with better systems, smarter questions, and a more honest approach.
Jun 23, 2026
Questions to ask before hiring an SEO company that expose whether they can tie work to booked revenue. The ones that separate pros from snake oil.
Jun 16, 2026
SEO providers charge $500-$2,000/mo, but the average is too wide to be useful. Here's what drives the price, and the better question to ask.
Jun 9, 2026
SEO vs. Google Ads? For a service businesses: wrong question. It's a stack, and the layer that matters most is the one most posts skip. Here's how to sequence it.
Jun 2, 2026
12 min read
SEO is hard to measure, slow to show results, and easy to BS. Here's a framework for telling whether your SEO investment is building something real.
May 26, 2026
SEO is not dead. Search volume is up 22%. Clicks are down. AI is making everything weird. Here's what's happening and what service businesses should do.
May 19, 2026
13 min read
Most SEOs pay $100-400/mo for rank tracking. Many experienced ones have stopped entirely. I read 200+ SEO threads on Reddit to figure out when it makes sense.
May 12, 2026
18 min read
Most landscaping companies rely on Facebook and referrals. Here's the "SEO for landscapers" playbook that turns Google into your best lead source.
May 5, 2026
23 min read
In HVAC marketing, it's hard to prove which marketing dollars produce which jobs. Here's what 600+ real owner conversations reveal about closing that gap.
Apr 28, 2026
24 min read
Most home services owners can't prove which marketing dollars produce which jobs. Here's what 7,000+ real owner conversations reveal about closing that gap.
Apr 21, 2026
15 min read
Service area businesses rank differently than storefronts. Here's the playbook (GBP, local pages, reviews, and authority) from someone who does this work across multiple industries.
Apr 14, 2026
Most of what's in a $5,000 SEO audit comes from free tools. Here's how to assess your own site in terms of traffic, content, technical health, and Google Business Profile.
Apr 7, 2026
Most SEO reports are full of numbers that don't connect to revenue. Here's what I actually track for service businesses, in what order, and why.
Mar 31, 2026
Local SEO heatmaps show where you rank geographically. But they can't tell you if those rankings are making you money (unless you're smart about it).
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