Writing
Notes fromthe build.
Playbooks and honest lessons from building AI systems, running paid ads, and growing my own brand — written the way I’d explain it to a friend.
- Writing · Playbook
Every ad number, explained like you're new.
CPM, CTR, CPL, ROAS — one campaign followed all the way from “people saw it” to “money came in.” Plus the reason the platform's own number lies to you.
Aug 2026·6 min read
- Writing · Playbook
Build a second brain in Obsidian your AI can actually read.
You can't connect the dots looking forward — only looking back. But you can only look back if you wrote it down. Here's the exact setup: folder structure, four rules, and the prompt.
Aug 2026·5 min read
- Writing · Playbook
How I cut a client's cost-per-lead by 64% — without touching the targeting.
Everyone reaches for the audience settings first. That's the wrong lever. The thing that actually moved CPL from $45 to $16 was the creative.
Jul 2026·6 min read
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