Strategic perspectives on performance marketing, portfolio theory, and the economics of digital advertising. Where financial frameworks meet paid media.
I didn't know Canadian business owners could write off Invisalign tax-free through an HSA until I needed braces. Here's how I saved $4500 on orthodontic work and why you should look into this if you have a corporation.
Read articleGoogle Ads CPCs are expensive because the auction is efficient. No cheap clicks exist. The advertisers who win work backwards from their unit economics, not best practices.
Read articleThe funnel you build at $5 CPCs kills you at $300 CPCs. Architecture must be cost-appropriate. There are no best practices, only practices that match your economics.
Read articleManual transmissions are disappearing because optimization culture assumes easier is always better. Sometimes the friction is the point. Sometimes you want both hands on the wheel.
Read articleStanding still is a position. Doing nothing is a decision. When you refuse to make a choice, the market makes it for you. Strategic inaction is still action.
Read articleWhen you dilute your positioning to appeal to everyone, you appeal to no one. Sometimes the best marketing move is being explicit about who you're NOT for. A lesson from Fawlty Towers.
Read articleBrand equity has a J-curve return. Early investment feels like waste until it compounds into defensible enterprise value. The difficult part is maintaining conviction during the uphill years.
Read articleTo access higher returns in performance marketing, you must accept higher volatility. The clients who win understand that accepting short-term volatility is how you earn long-term stability.
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