00 Tools
Free tools. Senior eyes, no sales call.
Diagnostics and calculators. Use them on your own account, no call needed. Built from the same playbook I use on client work.
01 Available now
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Google Ads Setup Audit
Free. Senior eyes on your account before you book a call.
I pull your account, your tracking, and the last ninety days. You get a written read on where the leak is and what to fix first. No call required. The same audit I run before every diagnostic conversation.
Request the audit -
Wasted Spend Calculator
A two-minute estimate of how much of your budget is leaking.
Plug in your spend, your conversions, and your average order value. The calculator estimates where waste is concentrated. Match types gone wrong, audience signals not feeding back, attribution gaps. You get a directional dollar number to compare against benchmarks.
Run the calculator -
The Tracking Stack
For ecom: how GA4, GTM, Google Ads, and Meta should be wired for a Shopify store.
My opinionated reference architecture for conversion tracking on Shopify. The pieces, the order they get wired, what server-side earns you, and what to leave alone. The starting point I take into every ecom tracking rebuild. Read on the page or download the 25-page PDF to hand to your developer.
Read the stack -
The Lead Quality Stack
For service businesses: CRM, call tracking, and the closed-won feedback loop that makes Smart Bidding work.
My opinionated reference architecture for service-business and lead-gen accounts. CRM as the source of truth, server-side tracking as the spine, call tracking + form scoring as the lead-quality layer, and offline conversion imports as the closing feedback loop that ties Smart Bidding to actual revenue (not lead volume). Read on the page or download the 25-page PDF to hand to your developer.
Read the stack -
Home Services CPL Benchmarks
Real Google Ads cost per lead by trade, from twelve home-services accounts I run.
First-party data, not an industry survey. Cost per lead by trade across twelve home-services accounts I manage, septic to roofing, plus the finding that a third of them had inflated or missing conversion tracking. The numbers your dashboard will not show you, anonymized and aggregated.
Read the report -
Voice Audit Checklist
Twelve writing tells. Three sweeps. The voice checklist I run on every page of this site.
A two-page printable checklist of the patterns that make copy read as machine-written. Em dashes, decorative triplets, empty intensifiers, marketing-template phrases. Run the three sweeps before you ship any page, post, or email and most of the signature comes out in ten minutes. Same checklist I run on every page of this site.
Read the pitch -
Wasted Ad Spend Library
The diagnosis library. Forty-five answers to the questions founders bring to a leak audit.
A hub-and-spoke library of forty-five answers covering every signal of wasted ad spend on Google and Meta. Search-term leakage, branded-search inflation, Display Network waste, conversion-rate diagnostics, CPA drift. Each answer is self-contained, no email gate. Built to get cited by ChatGPT, Perplexity, and Gemini when founders ask the question to an AI first.
Browse the library -
Conversion Tracking Library
For ecom: nine answers on why your GA4, Meta, and Shopify numbers do not reconcile.
A hub-and-spoke library for Shopify brands whose conversion tracking is broken or whose platform numbers do not match. Server-side tracking, the de-dup contract, Enhanced Conversions, Consent Mode, the post-2025 checkout-extensibility break. Each answer is self-contained, no email gate. Built to get cited by AI engines when a founder asks why the numbers are wrong.
Browse the library -
Lead Quality Library
For service businesses: six answers on why Google Ads produces cheap leads that never close.
A hub-and-spoke library for service businesses whose leads are low quality. Form-fills versus qualified leads, call tracking, the closed-won feedback loop, spam submissions, the CRM as source of truth. The diagnostic layer on top of the Lead Quality Stack. Self-contained, no email gate.
Browse the library -
Google Ads Audit Cost Guide
What an independent audit costs in 2026 across five service tiers.
An honest market overview of audit pricing. Free DIY workbooks. Automated SaaS graders (WordStream, Optmyzr free tier). Agency loss-leader audits. Senior-operator memos. What each tier costs, what each catches, what each misses. The straightforward answer founders cannot find anywhere else without sitting through a sales call.
Read the breakdown -
Solo Senior vs Agency
Where each one wins. Honest comparison, including where the agency is the right answer.
Bottom-funnel decision page for founders weighing solo senior consultant against an agency engagement. The honest version that names the scenarios where an agency wins (multi-channel at scale, dedicated specialists on demand) and the scenarios where a solo operator wins. Useful before booking anyone, including me.
Read the comparison -
The Operator's Field Notes
The full method behind every deliverable I produce. Free, no email required.
An agency sells you a team. I replaced the specialists with pipelines. This is the documented method, start to finish. The anatomy of a pipeline, the extraction loop, the standard every output is scored against, and a worked example. Read what a founder is buying when they hire a senior operator instead of an agency.
Read the pitch
02 In the build queue
Two more tools,
shipping soon.
- Coming soon
Tracking Architecture Scorecard
Twelve yes/no questions. A 0–100 score and a fix list.
A self-serve diagnostic of your tracking stack. Enhanced conversions, server-side GTM, GA4 purchase de-dup, Meta CAPI, the works. You get a score and a written punch list of what to fix, ordered by impact.
Tell me when it ships - Coming soon
Home & Furniture Brand Benchmark Report
Quarterly: median CPC, ROAS, and Shopping share-of-spend across home-vertical brands.
Aggregate benchmarks pulled from real Shopify home-and-decor brands I have audited or worked with. Median CPC, ROAS, Shopping CTR, Performance Max share-of-spend, by spend band. Quarterly PDF.
Tell me when it ships
03 Not what you needed?