Journal · Field notes
Notes on marketing
that actually moves.
Plain-English thinking on paid media, websites, content and the small operational decisions that decide whether a campaign compounds — or quietly burns budget.
All articles
03 entries · Updated 2026
Google Ads vs. Meta Ads for Sydney brands — which one should you actually start with?
A practical breakdown of where each platform earns its keep, the cost of being wrong, and a simple test for picking the right starting channel before you spend a dollar.
Read article →01
Why most websites don't convert — and the five quiet decisions that fix it.
After auditing dozens of Australian small-business sites, the same five problems show up nearly every time. None of them are about colour palettes or hero animations.
Read article →02
UGC vs. influencer marketing — they're not the same thing, and the brief decides which works.
A founder's guide to telling them apart, choosing the right one for the job, and writing a brief that doesn't waste a creator's time or your budget.
Read article →03