Field notes · insights
Lessons from the
build trenches.
Tactical breakdowns of what worked, what didn't, and the numbers behind both. Short reads, no fluff.
Cutting LCP from 3.2s to 0.7s on a Next.js marketing site
Real numbers from a real rebuild — what the Lighthouse panel hid, the four bottlenecks we found, and why most marketing sites are 60% slower than they need to be.
The 4-month playbook that took a services site from 0 to 12k organic / mo
How we built 1,800 indexed pages, ranked 60% of them, and turned a brand-new domain into a steady lead engine in 16 weeks.
Why your Meta Ads are leaking 30%+ of spend (and the fix is in your pixel)
If your Meta Ads dashboard is still showing the same CPL it did in 2022, the platform isn't lying — it just can't see most of your conversions anymore. Here's how to fix attribution properly.
The 2026 Core Web Vitals checklist that actually moves the needle
Most performance guides are still written for FID. Here's what to optimize now that INP is the metric — ranked by which fixes Google rewards the hardest in 2026.
The Google Ads account structure I run for clients in 2026
Google's automation is finally good enough to trust — but only if you set it up with the right signals. Here's the exact structure I deploy for new accounts.
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