The Lab

Marketing,
shown working.

Not a blog. A working library: deep dives, field notes from my audits, step-by-step playbooks and free tools. Every fact links to where it came from, and every piece leaves you with something to do this week, whether you ever call me or not.

14 pieces29 free toolsSources checked 2 November 2026

Stuck on a term? The digital marketing glossary explains GEO, ROAS, consent mode and the rest in plain English, with what to do about each.

Deep diveFeatured · Prove it worked · 5 minWhat a marketing agency costs.What Australian marketing agencies charge for, the five fee models and whose interest each serves, and a calculator for the true cost of hiring in-house instead.Read it, tool included

Start
here.

Pick the one that sounds like you. Each path is three reads in order.

Everything
in the Lab.

The free
tools.

Every calculator and check on the site, in one place. They run in your browser. Nothing you type is sent anywhere.

How the
Lab works.

Deep dive
One question, researched properly, every fact linked.
Field note
One pattern from my audits, why it happens and the fix.
Playbook
Step by step, with a checklist to tick off as you go.
Teardown
A real public ad or page, annotated: what works and what leaks. First one coming.
Experiment
A test, how it was run, and what happened. Only with real data. First one coming.
  • Every fact is linked on the words it rests on, so you can check it yourself.
  • Experience is labelled. 'In my experience' means my audits. 'Typically' means what's generally true.
  • Pieces are maintained. Each one shows when it was last checked and what changed.
  • Experiments only with real data. No made-up case studies, no results I can't show.

Questions
people ask.

Where do the facts in the Lab come from?

Official sources first: Google Ads Help, Google Search Central and Australian regulators like the ACCC. Then published research. Then my own audits, which are always labelled 'in my experience' so you can tell the difference.

Are the tools really free?

Yes. No email, no sign-up. They run in your browser, so nothing you type is sent to me or anyone else.

How often are pieces updated?

Each piece shows when its sources were last checked and what changed. Platforms change their rules and their numbers often, so I recheck each piece at least every six months.

What's the difference between a deep dive, a field note and a playbook?

A deep dive answers one question properly. A field note is one pattern I keep seeing in audits. A playbook is a set of steps with a checklist. Teardowns pull apart a real public ad or page, and experiments report a test with real data.

Why is it called the Lab and not a blog?

Because most marketing blogs are written to rank, not to be used. Google's own guidance says content should be made to help people first. Every Lab piece has to leave you with something to do, even if you never contact me.

Rather I just
looked at yours?

Takes a minute. Audits come back within 1 to 2 business days. For anything else, I'll get back to you as soon as possible.

What happens next

  1. 1I'll ask for read-only access, or just your website for a search audit.
  2. 2I go through it and write up the 3 biggest fixes.
  3. 3A 20-minute call to walk you through it. No pitch unless you ask.
Which audit?

I'll only use your details to do the audit and get back to you. Privacy

Rather email? [email protected] or call 0409 710 809

Free audit or a quick question? Takes a minute.

Get in touch

Where's your marketing leaking?

Tell me where to look. I'll find the 3 fixes that matter most, free, and walk you through them on a 20-minute call. You deal with me the whole way.

Audits come back within 1 to 2 business days. No pitch unless you ask. Privacy

Rather email? [email protected] or call 0409 710 809