Insights
Field notes from the work.
Pillar guides
05 guides- ●Pillar guide· 28 min read
Restricted-vertical marketing in 2026: the playbook agencies don't publish
How to market kratom, cannabis, firearms, vape, and adult-industry businesses when every major ad platform either bans you outright or buries you. Compliance matrix, channels that work, infrastructure that won't blow up.
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●Research Report· 16 min read2026 Florida Cost-Per-Lead Benchmark Report
The first independent CPL benchmark covering 13 service industries across Florida — what good looks like, what bad looks like, and how the numbers shifted from 2024.
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●Pillar · Paid Media· 18 min readThe complete guide to paid advertising in 2026
What actually works on Google, Meta, and the rest in 2026 — the attribution truth, the creative volume math, and why most paid agencies are still optimizing for 2022 signals.
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●Pillar · Social· 16 min readThe complete guide to social media marketing in 2026
What actually works on social in 2026 — the five platforms that matter, the volume math, and why most agencies are still selling the 2019 playbook.
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●Pillar · Web + SEO· 20 min readThe complete guide to website + SEO in 2026
What actually works for marketing sites in the AI Overviews era — the stack choices that matter, the schema that moves visibility, and why most SEO advice is still selling a 2018 playbook.
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Field notes
17 posts- Field noteJun 2, 2026· 4 min read
Make us a Preferred Source on Google — and why it now matters
Google's Preferred Sources now appears inside AI Overviews and AI Mode. Here's what that means when you're deciding which businesses to trust — and the two-minute way to tell Google which sources you actually rely on.
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- ReferenceJun 2, 2026· 8 min read
Restricted-Industry Ad-Policy Matrix (2026)
Which marketing platforms allow kratom, CBD, cannabis, vape, and firearms ads in 2026 — a platform-by-platform, vertical-by-vertical compliance matrix from an operator-led agency. Re-verified quarterly.
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- Research · AI AdoptionMay 21, 2026· 15 min read
AI adoption in small business marketing — the 2026 state of play
An honest synthesis of where AI is actually being adopted in small business marketing in 2026 — what's working, what's hype, what's quietly happening behind the scenes, and what to actually invest in next.
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- Industry · Med SpaMay 20, 2026· 13 min read
How to market a med spa in 2026
The specific playbook for med spa client acquisition in 2026 — Meta-dominant paid social, treatment-LTV economics, before/after creative, online booking integration, and the operational gaps that separate top-quartile practices from the rest.
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- Industry · LegalMay 20, 2026· 14 min read
How to market a personal injury law firm in 2026
The specific playbook for personal injury new-case acquisition in 2026 — paid search at $80-$400 CPCs, LSA verification, intake conversion, settlement cycle economics, and the operational gaps that separate top-decile firms from the rest.
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- Industry · PlumbingMay 20, 2026· 12 min read
How to market a plumbing business in 2026
The specific playbook for plumbing new-customer acquisition in 2026 — Local Service Ads dominance, emergency-intent search, 30-second call answering, review velocity, and the operational gaps that separate top-quartile plumbers from the rest.
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- Industry · HVACMay 20, 2026· 13 min read
How to market an HVAC business in 2026
The specific playbook for HVAC new-customer acquisition in 2026 — Local Service Ads, emergency-intent search, call answering SLAs, seasonal budget allocation, and the operational gaps that separate top-quartile contractors from the rest.
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- Paid MediaMay 19, 2026· 11 min read
Conversions API setup: the practical 2026 guide
CAPI on Meta, Enhanced Conversions on Google, and the server-side-tracking stack every paid account needs in 2026 — what to set up, in what order, and why.
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- SocialMay 19, 2026· 9 min read
The case for cutting one of your social media platforms
Most brands are spread too thin across too many social platforms. Here's how to figure out which one to cut, when, and why your other platforms get stronger when you do.
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- Industry · DentalMay 19, 2026· 12 min read
How to market a dental practice in 2026
The specific playbook for dental new-patient acquisition in 2026 — paid search, LSA, review velocity, online booking, and the operational gaps that keep most practices below their potential.
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- Picking an AgencyMay 19, 2026· 10 min read
Most marketing 'audits' are sales pitches in disguise. Here's what a real one looks like
If an agency's free audit comes back with five generic recommendations and a quote, it wasn't an audit. Here's the diagnostic depth a real audit covers — and how to spot a sales pitch with a fancier name.
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- SEO + ContentMay 19, 2026· 13 min read
Pillar and cluster content architecture — a practical 2026 playbook
Why standalone blog posts don't rank anymore, and how the pillar-cluster model actually compounds in Google's index over 12-18 months. Real implementation, not theory.
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- Paid MediaMay 19, 2026· 12 min read
How to read a paid Meta report without lying to yourself
Meta Ads Manager numbers look authoritative until you understand how much they're modeled. Here's how to read what's actually in front of you, what's missing, and which decisions the report can and can't justify.
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- SEO + WebMay 19, 2026· 13 min read
Migrating a site without losing rankings — a 2026 playbook
Replatforming is the highest-risk SEO operation any business runs. Here's the checklist that gets it right, the timeline that survives reality, and the half-dozen mistakes that erase years of organic traffic in a single weekend.
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- SocialMay 19, 2026· 10 min read
How we structure a social content batch week
The operational rhythm behind a 30-posts-per-month social presence — what gets done on which day, who does it, and the half-dozen rules that keep the output consistent for years.
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- PlaybookMay 12, 2026· 6 min read
The 90-day marketing plan that actually ships
Most marketing plans don't fail at strategy. They fail at week 3, when nobody knows what's shipping Friday.
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- Paid MediaMar 28, 2026· 8 min read
Why your paid Meta CAC is rising — and what we do about it
Rising CAC isn't always a creative problem. Three structural shifts in 2025 paid Meta — and how we work around each.
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