Where I use AI
- Research. Reading competitors' sites, search results and reviews so I start your project with the full picture, in hours instead of days.
- First drafts. Ad variations, page outlines and email drafts. I use writing rules built on Claude Hopkins' Scientific Advertising, and nothing goes out until I've rewritten and checked it.
- Building websites. AI helps me write and test code faster, which is why the sites I build are quick to load and quick to change.
- Reporting. Pulling numbers from Google Ads, Analytics and Search Console and flagging what changed, so our calls are about decisions, not spreadsheets.
- The Stranger Test. My free review uses AI to read your website the way a first-time customer would and to check whether AI assistants recommend you.
Where I don't
- Strategy. Who to target, what to say and where to spend is my call, made with you. AI can list options. It can't weigh them against your margins, your team and your market.
- Facts about your business. AI makes things up. Every number, claim and review on your site or in your ads comes from you or your data, and I check it against the Australian Consumer Law (and AHPRA rules for health businesses).
- Final copy. I read and edit every line before it's published. If it doesn't sound like a person who knows your business, it doesn't go out.
- Your budget. Bids, budgets and when to pause a campaign are decided by me, not by an automated rule I haven't checked.
- Talking to you. You get me on calls, in emails and in the reports. No chatbot in between.
Your information
Your accounts stay yours. I work inside your own Google, Meta and website accounts, and I don't paste private customer data into AI tools. If a job needs your data, I'll tell you which tool sees what before we start.
What it means for you
- Work gets done faster, without cutting corners on the parts that matter.
- You pay for senior thinking, not for hours spent copying numbers between screens.
- You can ask me at any point which parts of a job used AI. I'll tell you straight.