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.
- 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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