Insights

Writing on paid media, lead quality and measurement.

Notes from delivery work: what broke, what the numbers actually meant, and what I'd do differently. No round-ups of other people's blog posts.

2 published articles

Browse by category

Lead Generation & Conversion

A landing page friction checklist you can run in twenty minutes

Most landing pages don't lose conversions in the headline. They lose them on a phone, in the form, and in the gap between the ad's promise and the page's opening line.

4 March 20263 min read

Performance Marketing

Cost per lead is the wrong number to optimise for

Cheap leads are easy to buy. The number that decides whether your marketing works is cost per qualified enquiry, and most accounts aren't set up to see it.

18 February 20263 min read

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I write about performance marketing, lead generation & conversion, e-commerce growth and the problems that come up in live accounts. Send a question and it may become an article.

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