More impressions, more clicks, more content—but rarely more meaning. The work isn't about reach anymore. It's about relevance. Finding the right person, with the right intent, at the moment they're ready to listen.
Search tells you what people actually want—the queries reveal intent. Paid lets you test positioning fast. Organic builds the foundation. Run them as separate silos and you're leaving insight on the table. The real value is in how they inform each other.
Costs going up? Conversion rate falling? The dashboard tells you something's wrong—it doesn't tell you why. The real skill is diagnosis: is it the audience, the creative, the landing page, or just a weird week? Tracing symptoms back to causes, quickly and honestly.
One great campaign doesn't scale. What scales is the framework behind it—the naming conventions, the testing rhythms, the reporting templates that work across accounts. Good systems let the whole team move faster, not just one person.
That's the only question that matters. Did the right people see it, understand it, and act? Most experiments fail. The discipline is in documenting why—so the next one doesn't.