Insights · Falia's analyses, in articles
What growth decisions are you making?
Dated, sourced insights across six topics. No fluff, just the strategies we use to drive revenue. Search the corpus or enter by topic.
Latest insights
The most recent articles, across all areas of expertise.
- Online clothing store: splitting the budget between Meta, Google Ads and SEO by season
- Local Services Ads bug: ads showing outside their service area
- AI consulting firms: how to get recommended by ChatGPT
- Filling a venue: Meta and Google Ads advertising for producers and presenters
- Architect website: showing your completed works to attract residential projects
- Shopify and Google AI Mode: preparing your store for checkout in search
GEO and AI visibility
Answer engines such as ChatGPT and Gemini choose their sources by rules we document here.
Understanding GEO6
Getting cited in answers7
Answer engines, one by one5
- Claude and Brave Search: how to make your website accessible to AI
- What search engine does ChatGPT use?
- ChatGPT ads: why we advise against them
- 360Brew: understanding LinkedIn's recommendation algorithm
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Measuring and managing AI crawlers7
Organic search (SEO)
Google changes its rules often: these analyses separate what moves from what lasts.
SEO fundamentals8
Technical SEO9
Local SEO6
Content and links3
Several languages, several markets5
- After an acquisition, what to do with the acquired company's domain
- A .ca domain follows you when you export
- Your French and English versions are competing for the same page
- Ranking in a market where nobody knows your brand
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Audits and choosing an agency2
Paid advertising
We run Google Ads, Meta and LinkedIn campaigns: these analyses show what can make them profitable.
Google Ads9
- Local Services Ads bug: ads showing outside their service area
- Google writes your ads for you, and you approved nothing
- A competitor can buy your company name, and it is allowed
- Part of your display budget is funding mobile game apps
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- The search terms report does not show you everything
- Google Ads keywords: the real lever is no longer the list, it is the exclusion
- Google Ads since August 17: your CPA or ROAS target is now an instruction, not a ceiling
- Google Ads: structure, exclude, measure
- Google Ads ROI: from the reported ROAS to real profit
Meta, Facebook and Instagram6
- Facebook targeting: Meta itself documents why fine-grained targeting hurts
- Instagram advertising: the three conditions to meet before you open the channel
- Facebook for B2B: why it works, and on what condition
- Meta advertising: how to diagnose a Facebook and Instagram account
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LinkedIn, TikTok, Microsoft Ads and ChatGPT5
- TikTok for business: what the usage data actually says
- ChatGPT Ads (OpenAI Ads): our Canada test and the real numbers
- B2B: the second search engine is often a market's best first test
- LinkedIn: when the high cost is justified, and when it is not
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Budget and profitability4
Conversion rate optimization (CRO)
A visit can become a sale, a lead or nothing at all: these analyses explain what makes the difference.
CRO fundamentals5
- Heatmaps: what they show, and what they do not prove
- A/B testing: why most tests prove nothing
- Good conversion rate: what it is, and for which type of site
- Online buyer psychology: what really triggers the decision
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Pages and forms4
Leads and quotes3
Measurement and attribution6
Website design
We build business websites in Quebec: these analyses cover price, redesigns and legal obligations.
Website price and project6
Redesign and migration4
Language and accessibility4
Online retail
In an online store, margin is won or lost between the catalogue and the checkout. When you export, it is also decided at customs.
Platform and Shopify5
- Shopify Analytics: your sessions changed on September 21, 2026, not your sales
- How to add online sales to a business that sells mostly in person
- Choosing your ecommerce platform: the three real constraints
- Shopify Plus: the calculation that tells you whether to move up
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Cart, checkout and loyalty7
Catalogue and search8
Selling abroad7
Marketing strategy
Before choosing tools, a business leader decides where the budget goes: these analyses help you decide.
Marketing budget and plan7
Working with an agency6
New markets and exporting11
- How to do market research, step by step
- Customer service in a time zone that isn’t yours
- Exporting: what grants actually fund in your digital marketing
- Generating B2B inquiries in a market where your name means nothing
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- Manufacturers: distributor or direct selling in a new territory
- Recognizing a market that will not take, before it costs you two years
- How long before the first sale in a new market?
- The United States: what actually changes when you cross the border
- Capturing demand in a new market before you have a sales rep there
- Your export plan does not say where the customers will come from
- Business owners: entering a new region, what transfers and what doesn’t
B2B, distributors and manufacturers7
Email, content and social media8
Laws and rules to follow8
Culture, tourism and ticketing7
Marketing consultation
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