Resources
The routines, written down
These guides are the working versions of what we run on client accounts, benchmarks and sources included. Use them in-house; a brand that runs this material itself is exactly the kind we like working with when it outgrows the hours.
Carbon
How to measure your Google Ads carbon footprint
The GMSF method in spreadsheet form: per-impression factors, channel weightings, and the three decisions the number should change.
Callum Hodge · 3 Aug 2026
Campaign types
Performance Max for DTC: the strict playbook
Brand exclusions, the 30-conversion floor, capped budgets with written verdicts, and honest brand-excluded return reads.
Callum Hodge · 8 Aug 2026
Measurement
Consent Mode v2 on Shopify
The two v2 signals, the deadlines that already hit, the two places Shopify stores break, and the three verification checks.
Callum Hodge · 25 Jul 2026
Shopping
Feed hygiene: the work that decides your auctions
Title rewrites in shopper language, attribute and GTIN fixes, availability sync, and the 15-minute weekly routine.
Callum Hodge · 20 Jul 2026
Reference
The greenwash glossary
Twenty-six blunt definitions, from "carbon neutral" to "zero waste", each with the question to ask instead. Our own quarterly emissions table sits at the foot.
Open it →Methodology
The carbon method
How the carbon column in every client report gets computed: GMSF factors, channel weightings, and what the estimate deliberately excludes.
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