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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
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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