Plain English
about digital marketing.
Field notes, playbooks and opinion. Written by the people doing the work, for the people doing the work. No content marketing fluff.
- DEC 22Local SEO · 8 min
How to choose a Google Ads agency in Mallorca — and the questions that separate them
Most Google Ads agencies in Mallorca sell the same package. Here is how to tell which ones actually understand the local market — and three questions that reveal whether an agency is worth its fee.
- DEC 15Local SEO · 13 min
How to Advertise Your Business in Mallorca — The Complete Guide
Mallorca has 900,000 permanent residents and nearly 10 million visitors a year. German tourists alone spend €1,200 per trip on average. This is the complete paid advertising guide for Mallorca businesses — every major channel, with specific budgets and market context that generic guides skip.
- DEC 01Google Ads · 12 min
Google Ads Cost Guide 2026: What You Actually Pay
An honest, specific guide to Google Ads costs in 2026. Average CPCs by industry in Germany, the total cost equation, three budget scenarios — and a Palma estate agency that cut cost per lead from €200 to €83.
- NOV 17Web design · 11 min
Conversion Rate Optimisation Checklist 2026: 15 Points That Move the Number
A practical 15-point CRO checklist for business owners and marketers. Industry benchmarks, quick wins, structural fixes, and a real case: 28 to 71 qualified leads per month without changing the ad budget.
- NOV 03AI search · 11 min
What Is Generative Engine Optimisation (GEO)?
GEO is not SEO with a new name. It is a different discipline built for AI-generated answers — and research shows specific techniques can boost your citation rate by up to 40%. This is the complete guide, including an 8-step implementation framework.
- OCT 27Op-ed · 10 min
Performance Marketing Agency vs. In-House Team: Our Honest View
Most agencies will tell you to hire an agency. We will not always. Here is an honest breakdown of the real costs, the break-even point, and when building in-house is the right call.
- OCT 20LinkedIn · 10 min
LinkedIn Ads for B2B in Spain: CPL benchmarks, targeting and what actually works
CPL benchmarks by industry for Spain, the LinkedIn targeting checklist, and a Palma law firm that cut cost per lead from €184 to €67 in 16 weeks.
- OCT 13Google Ads · 10 min
Google Shopping campaigns in 2026: the setup guide that skips the basics
Standard Shopping vs. Performance Max, feed requirements for Google Merchant Center, and ROAS benchmarks by e-commerce category — a 2026 setup guide.
- OCT 06Paid social · 9 min
TikTok Ads for hospitality and tourism in Mallorca: what actually works
CPM benchmarks, creative formats, and the demographic breakdown that turns Mallorca tourism content into real charter and hotel bookings on TikTok.
- SEP 22AI search · 11 min
How to Get Your Brand Cited by AI Engines
Most brands have no idea what ChatGPT says about them — or why. The data-backed guide to AI search visibility: how citation works, which levers move it, and what our own numbers look like across 10 engines.
- SEP 15Paid social · 9 min
Meta Ads agency vs. managing in-house: an honest comparison
Agency retainer vs. in-house hire vs. freelancer: actual costs, realistic ROAS benchmarks, and when each option wins. Based on real hospitality accounts.
- SEP 08Web design · 9 min
We'll rebuild your website for free. Here's exactly what we get in return.
We redesign and rebuild websites at no upfront cost. In exchange, we take over your paid advertising. This is the full deal — how it works, who it's for, and what a real rebuild looks like.
- AUG 27AI search · 12 min
AI Visibility Tracking in 2026: What to Check Before You Sign Up
How most AI visibility tools quietly limit what you can track — and what to ask before you pay for one. A buyer's guide with verified pricing.
- AUG 26Google Ads · 7 min
Google's AI label is on your ads. You probably didn't decide that.
Google now labels ads 'created or edited with AI' on European SERPs. Most advertisers who have it didn't consciously opt in — Performance Max did it for them.
- AUG 8AI search · 10 min
What Is a GEO Audit — And How to Run One
A GEO audit tells you what ChatGPT, Perplexity and Gemini say about your brand — and where they're getting it wrong. Here's how to run one.
- JUN 23AI search · 8 min
How to Improve Your Perplexity Visibility (and Why It's Not ChatGPT)
A plain-English guide to Perplexity visibility in 2026 — what it is, why it's different from ChatGPT, and five moves to get your business cited.
- JUN 17Google Ads · 8 min
Performance Max bidding changes on August 17. What to do before it lands.
Google's 17 August bidding change pulls over-performing Performance Max campaigns back toward target — automatically. Here's what to do before it lands.
- JUN 01Paid social · 11 min
Pinterest Ads in 2026: who can actually run them — and who should.
Who Pinterest Ads work for, how retargeting really works, and why a local window-coverings showroom is closer to its sweet spot than most ecommerce.
- MAY 26Paid media · 14 min
Google Ads vs Meta Ads vs TikTok Ads for ecommerce in 2026.
A brutally practical, side-by-side comparison of the three biggest paid channels for ecommerce in 2026 — based on €2.1M of pmax-managed spend in Q1.
- APR 04AI search · 9 min
How to get your business mentioned by ChatGPT, Perplexity and Gemini
A plain-English guide to AI search visibility in 2026 — what it is, why it matters, and five things any business can start doing this month.
- MAR 28Google Ads · 7 min
Performance Max in 2026: what's changed, and what we actually do now
A practical walkthrough of the seven Performance Max settings we change first on every new client account.
- MAR 20Analytics · 11 min
A no-jargon guide to setting up marketing tracking properly
Why most dashboards lie a little, where the discrepancy usually comes from, and how to get tracking right so the numbers match your bank account.
- MAR 12Paid social · 8 min
Meta says creative is 56% of performance. Here's how to actually ship that much creative.
A weekly creative production system that runs without burning your designers out — and the templates we use to scale it.
- MAR 06Local SEO · 6 min
How to win Google Ads when your customers live in Mallorca and your competitors live abroad
Geo-targeting, language signals, local conversion tracking and the small settings that make a big difference for Balearic businesses.
- FEB 26SEO · 10 min
Shopify SEO in 2026: the eight changes worth making this quarter
Most Shopify stores leak SEO value by default. The handful of theme and structure fixes that move organic traffic the most.
- FEB 18LinkedIn · 9 min
The B2B LinkedIn playbook we ship to every new SaaS client
Conversation ads, lead scoring, CRM-fed offline conversions, and the cadence of creative that actually keeps a B2B account fresh.
- FEB 10Privacy · 12 min
Cookieless tracking is here. Most marketers are not ready.
What Consent Mode v2, server-side tagging and the end of third-party cookies mean for your conversion data — and what to do about it.
- FEB 02Hospitality · 7 min
How a Mallorca hotel grew direct bookings 52% in 11 weeks
A short case-style write-up on what Mar y Roca did to break their dependence on Booking.com, and how much it actually saved them.
- JAN 26Real estate · 8 min
Real estate lead generation in 2026: why your form is the problem
Most real estate websites lose 80% of motivated buyers at the form. Five fixes that work for Mallorca agencies — and ten others.
- JAN 18Paid social · 6 min
TikTok's organic-paid loop: what's actually working in 2026
The three TikTok content patterns that earn impressions and the paid setup we layer on top to compound them into revenue.
- JAN 10Renewables · 9 min
Solar marketing in Spain: the unsexy work that moves the needle
Why most solar installers lose money on Meta — and the funnel structure that turns a €40 click into a €6,000 install.
- DEC 18Creative · 8 min
A creative testing framework that actually compounds
How to test ad creative so you build a library of winners — not just a graveyard of one-off launches.
- DEC 08AI search · 7 min
What "ChatGPT shopping" means for e-commerce brands in 2026
OpenAI is quietly building a shopping interface inside ChatGPT. Here's how to make sure your products show up.
- NOV 28Analytics · 10 min
The seven GA4 setups we fix on every new client
GA4 is fine. Most GA4 installations are not. The seven specific things we change in week one, every time.
- NOV 18Analytics · 9 min
Stop optimising for form fills. Start optimising for revenue.
Why importing offline conversions from your CRM is the single highest-leverage thing a B2B marketing team can do this year.
- NOV 04Boating · 8 min
Marketing a yacht charter business: an eight-language, twelve-month problem
How we plan media for a seasonal business with a six-figure average booking value and customers in three time zones.
- OCT 20Op-ed · 5 min
Why we charge flat fees, not a percentage of media spend
A short note on the perverse incentives most agencies operate under — and why we don't.
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