Stan Consulting · field notes
Short observations from website, landing-page, paid-traffic, and buyer-path reviews. Each note names the pattern and points to the page that explains it best.
2026-08-05 · Google Ads target control
A stale target is not harmless account history when the platform is told to follow it more closely. Target CPA tightens down. Target ROAS tightens up.
Open the noteNotes are the intake layer for useful observations. Durable ideas move into Marketing Atlas, Learn, Compare, or Problems when the pattern becomes repeatable.
Paths to: First-party data, Audience strategy, Exclusions
Paths to: Sacramento Metro, Contractors, Capacity, Booked Work
Paths to: Austin, Contractors, Google Ads, Profitability
Paths to: Google Ads, Demand, Measurement
Paths to: AI Visibility, GA4 Measurement, Referral Revenue
Paths to: Marketing Services, Business Opportunity, AI Visibility
Paths to: Roofing Marketing, Marketing Services, AI Search Visibility
Paths to: Message coherence
Paths to: Story Message Market Fit
Paths to: Color Contrast Trust System
Paths to: Effort-Return Fit
Paths to: Marketing Effort vs Marketing Results
Paths to: Effort-Return do it yourself Audit
Paths to: Stop, Repair, Scale
Paths to: Effort-Return Fit
Paths to: Buyer Language vs Category Language
Paths to: Agency Tracking Cadence
Paths to: Contractor Local Pack
Paths to: Google to AI Search Shift
Paths to: Marketing Leader Scaling
Paths to: Local Services Ads
Paths to: Dual-Layer Marketing Strategy
Paths to: Paid First Commercial Conversation
Notes capture the observation. Marketing Atlas stores the repeatable principle. The new effort-return notes now connect to a do it yourself audit, a Compare decision page, and the Atlas concept underneath both.
Open Effort-Return Fit