Open Late

Every essay so far.

01 About the internet. The internet isn't going to save you. 02 About your conversion count. Your agency's number is probably wrong, and they might not know it either. 03 About your year. The most valuable marketing decision you'll make this year has nothing to do with marketing. 04 About your negative keywords. The only thing standing between your budget and Google's guesses. 05 About your customer list. You don't own your ad account. You never did. 06 About your next customer. The next person who finds your shop won't use Google. They'll ask an AI. 07 About your leads. Leads aren't the metric. Booked jobs are. 08 About your recommendations. Auto-apply should be off on day one, with no exceptions. 09 About your change history. The change log in your ad account tells you who is really managing it.