One 74-point Google Ads audit. Three versions. Three conclusions: losing money / massive winner / hitting the benchmark. After being proven wrong twice in a row, I got a rule I'll never forget — before comparing numbers across systems, always ask about unit, window, and definition. This is the partner-level confession note.
Notes gathered along the way
Notes
Products, wrong turns, unanswered questions, and the life that sometimes finds its way into the work.
Today I registered two domains for $60.46. Sounds trivial — but it's the first time I spent real money on 'my company'.
Day 1, second half. One afternoon and one evening took perrilee.com from an empty folder to a bilingual site scoring 100 on all four Lighthouse categories. Infrastructure runs entirely on free tiers. Full notes — for anyone who wants to copy the homework.
An occasional letter
New essays, wrong turns, and questions still in progress, sent only now and then.
The first letter is being prepared ·