Blog
AI Read the Whole Internet. A Toddler Needs a Few Dozen Goes.
There's one measure where a toddler beats the most advanced AI hands down. It's called sample efficiency, and it says something reassuring about where human value sits as the machines get smarter.
Hit Send Joins Ark Advance: Renewed Focus on Email Marketing
Email marketing was the first thing we did, back in 2002, and it has been part of what we do ever since. Now, with Hit Send joining us, we're giving it renewed focus, and looking at where email fits alongside the ads we run.
The AI Dividend: Are You Banking It or Spending It?
AI is handing every business the same productivity gain. Most owners will quietly bank it as cost savings. That reflex feels safe - but if your competitors spend theirs on growth, it could be the riskiest move you make.
Google’s AI Search Guide Is Mostly a List of Things You Don’t Need to Do
Google just published its first official AI Optimisation Guide. A surprising chunk of it is telling people to stop doing the things being sold as 'AI SEO': LLMS.txt files, content chunking, AI-specific markup. Here's what's actually worth doing.
Time to upgrade from chat?
Most people meet AI through a chat box. That's like meeting the internet through a single website. Here's what's happening one layer down — call tracking, weekly reporting, and the framework that makes AI useful for a business.
Measuring AI Search: What We Can Track, What We Can’t, and What to Watch Out For
AI search is growing but measurement hasn't caught up. Here's what you can actually track, where the gaps are, and what to ask before spending on GEO.
How a Landing Page Rewrite Increased Conversions by 118% — Without Spending More on Ads
A client had a strong sales process but a landing page that didn't show it. We interviewed their team, rewrote the page to reflect how they actually treated customers, and conversions jumped 118% — without spending more on ads.
Our Top 10 Blog Posts of 2025: What You Wanted to Read (And What That Tells Us)
Every year I like to look back at what content resonated most with our readers. It's part curiosity, part strategy, and part keeping ourselves honest about what actually matters to the people we're trying to help.
23 Years In: What I Wish I’d Known on Day One
After 23 years running a business, here are the lessons I wish I'd known from day one—on breaks, processes, challenging big players, and finding your people.
How a Brain Science Book Changed the Way I Write Google Ads
Discover why most Google Ads fail to capture attention. Learn the neuroscience behind the 60/40 emotion-logic rule and why loss aversion makes your ads 2x more powerful.
The Gap Nobody Talks About: Why AI Can Only Be As Smart As What We Write Down
AI can only learn from documented knowledge. Discover why tribal knowledge stays hidden in your business and how capturing it creates competitive advantage through smarter systems.
Why ChatGPT Isn’t Killing Google (Yet) – What $20 Billion in Sales Data Actually Reveals
New research analysing 973 e-commerce sites reveals ChatGPT traffic converts worse than Google. What NZ business owners need to know about AI search and where to invest your marketing budget
The Spring Rush is Real: Why Your Home-Focused Business Needs to Shift Gears Right Now
Spring taps into a fundamental shift in how Kiwis think about their homes. After months of hunkering down through winter, there's this collective psychological pivot toward getting ready for the social summer season
How 700 Million People Are Actually Using ChatGPT: New Research Reveals Marketing Opportunities
Something remarkable is happening with AI companies – they're sharing detailed research about how their products are being used, giving us unprecedented insights into user behaviour.