Insights
Notes from the work.
Practical writing on SEO, Google Ads and AI search for Australian service businesses. No trend pieces, no "10 tips". Things we've seen in real accounts.
7 October 2026 · 3 min read
How AI search decides which businesses to mention
ChatGPT, Perplexity and Google's AI Overviews don't invent recommendations. Here's what they rely on, and what a service business can do about it.
Read7 October 2026 · 3 min read
What's a lead worth? Working out the cost per lead you can afford
Most service businesses set their target cost per lead far too low, then wonder why marketing never scales. Here's how to work out the real number.
Read7 October 2026 · 3 min read
Why your Google Ads conversions are probably wrong
The tracking problems we find in most Google Ads accounts we audit, why they cost more than a messy report, and what happens to the numbers when you fix them.
ReadNext step
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