DirectToGrowth Co.Field notes on growth.
Practical frameworks on paid media, marketplaces, attribution and creators.
Black Friday Isn't One Offer. Plan It in Twelve Boxes.
One Black Friday offer treats four kinds of customer the same. Plan it as a grid: three periods, four customer types, and four…
ChatGPT Ads Are Easy to Buy Now. Make Them Hard to Scale.
ChatGPT ads are self-serve now and still hard to prove. The rules to give any new ad channel first: spend caps, clicks-only…
Don't Buy Retail Media for a Listing That Can't Convert. Fix the Page First.
Retailer ad platforms are easy to spend on. Five listing checks to pass before the bigger budget, and three rules for…
Conversion Rate Is a Terrible Bonus Target. I Pay for the Story Instead.
Conversion rate moves with offers, ads and spend, so it makes a poor bonus target. How to pay a landing page team for the…
AI Builds My Weekly Business Review. It Passes Five Gates Before Anyone Reads It.
AI can build a weekly business review fast, and get it wrong just as fast. Five gates every number passes before anyone sees…
Join, Don't Apply: The Micro-Copy Audit for Creator Programs
Why 'Join' beats 'Apply', 'Program' beats 'Partnerships', and the exclusive offer must appear three times. A micro-copy audit…
Your Retail Problem Isn't Demand. Prove It With the Sales Export You Already Have.
When a product underperforms in stores, everyone blames demand. A 7-step audit of the retailer sales export you already have…
The Two-Way-Door Framework for Marketplace Expansion
Test a new-country marketplace with zero logistics, zero tax registration and a built-in kill switch — then commit to…
My AI Made 44 Changes in a Client's Ad Console Last Week. Here's the Supervision System.
Letting AI execute in a live ad account isn't the risk — doing it without change logs, keep bars and kill criteria is. The…
Stop Screenshotting ROAS. Start Watching Ad Spend as a % of Net Revenue.
ROAS ignores margin and returns. The one guardrail — ad spend as a % of net revenue — that flipped a DTC brand back to profit,…
Your Site Is Optimized for Google and Invisible to AI
Classic SEO is done — but the AI-facing layer that decides what ChatGPT and Perplexity say about you often ships last or…
Signups Dropped 52%. The Dashboard Blamed Demand. The Raw Events Blamed a Migration.
When list growth collapsed and the dashboards blamed demand, the raw subscribe events revealed a botched tool migration. A…
The Best Google Ads Optimization I've Done This Year Was Deleting Things
Nonbrand CPA up ~50%, revenue down ~55% — fixed mostly by subtraction. The four leaks to audit in any Google Ads account…
Unlocking Growth: The Power of Marketing Attribution Strategies
Why Marketing Attribution Strategies Matter More Than Ever Marketing isn’t just about throwing ads out there and hoping for…
Mastering Meta Ads: A Proven Strategy for D2C Growth
Meta Ads experts love to preach “go broad.” And don’t get me wrong—I’ve tested broad. I’ve deployed well over $10M on Meta as…
How Incrementality Can Transform Your Marketing Approach
In today's fast-paced digital world, marketers are constantly seeking ways to improve their strategies. One concept that has…
How I Structure Amazon Ad Accounts to Scale Profitably
Scaling on Amazon requires strategic structure. Effective campaign segmentation ensures growth is incremental, efficient, and…
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