Plain thinking on search, paid media, AI and the culture behind growth. Opinionated, specific, occasionally annoyed.
Does Italy buy Roland-Garros because of the tournament, or because of the man carrying the flag? Two clay seasons of Google Ads data say the calendar isn't the driver. He is.
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An office in every market sounds bulletproof. For most mid-market brands it is the fastest way to overpay for underwhelming EMEA performance.
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Universal Analytics died in July 2023 and nobody mourned its replacement. Three years later, five things GA4 now genuinely does well for ecommerce.
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REBEL is shortlisted four times at the UK Search Awards 2026, across three client campaigns. Winners are announced on 25 November.
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The number is missed and the agency is the cleanest name in the room. What actually changes after notice, and the one-page test to run before you serve it.
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A £50 cost per registration looks good, until you find out who registered. Why event marketing needs to measure attendees and pipeline, not just conversions.
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Traffic is up 25% and revenue is flat. Before blaming the traffic, ask what it was meant to do and where the journey can work harder.
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AI answers are built from synthetic sub-queries no one types. Why keyword research is blind to a growing slice of demand, shown with one prompt.
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94% of buyers rank their preferred vendors before ever speaking to a seller. Why the dark funnel matters more than your CPL dashboard.
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You gave us a wonderfully simple answer to a wonderfully simple question. Then the metric started making the decisions. Why growth needs unit economics, not a rigid ROAS target.
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AI Overviews made visibility almost free, and the click rarer than ever. How one publisher rebuilt its visits through Discover and News.
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What agency scale actually buys you is operational distance. A straight look at the mechanics of the network model, and six questions to ask before you sign.
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From 17 August 2026, Target CPA and Target ROAS will hit your target instead of beating it. Here is what that means, and what to do before the deadline.
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The belief REBEL was built on, and what it means for your account.
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Why your headline ROAS looks great while growth quietly stalls.
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Search is moving from links to answers. Here is how to get cited instead of skipped.
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