Insights

Five explainers on the parts of paid search and SEO that cost money quietly. No newsletter, no sign-up wall.

Google Ads

12% or $950, whichever is higher: how we actually calculate your ad management fee

The formula, worked through at four spend levels, plus why the minimum exists and what changes when you add a platform.

By Oneirly6 min read

SEO

The clicks you're paying for twice: finding the overlap between your ads and your rankings

If you already rank first for a search, do you need to pay for it too? A worked example, with no client data.

By Oneirly6 min read

Google Ads

Who actually owns your Google Ads account, and how to check in five minutes

Owner, admin or just a manager? How to check in Google Ads and Meta, and why it matters when an agency leaves.

By Oneirly6 min read

Tracking

GA4, enhanced conversions and Conversions API: what the ad platform actually sees

From a form fill to a signal the auction can use, and the quiet gaps that make Smart Bidding worse.

By Oneirly6 min read

E-commerce

Why Performance Max keeps spending on your own brand name (and the feed fixes that rein it in)

For online stores: why PMax drifts toward people already searching for you, and the feed checklist that gives some control back.

By Oneirly6 min read