Insights / Field notes
Find demand. Convert more of it.
Practical notes on finding demand, converting it and measuring the commercial result.
Insight topics
Search demand
Enrolment, recruitment and growth systems
Commercial proof
AI-native search
Latest / 2026
How to increase course enrolments online
Five practical fixes for the gap between an interested visitor and an enrolled learner.
Education marketing: the complete guide
Channel strategy, compliance, budgets and a 90-day plan for Australian providers.
Google Ads for RTOs
Account structure, keyword strategy and the numbers that determine enrolment performance.
Facebook Ads for training organisations
A practical model for balancing lower lead costs with qualification and follow-up.
What is answer engine optimisation?
AEO explained, and what happened when we tried to measure the AI Overview effect on our own client accounts.
AI SEO: what changes when the answer comes first
Two things people mean by AI SEO, which one matters, and how we use AI in production without letting it near a fact.
How to grow a recruitment agency
Most agencies rent candidate flow from job boards and client flow from the founder. Building demand you own instead.
Employer branding for recruitment agencies
Your agency has one whether you manage it or not, and so does every client whose roles you cannot fill. A one-hour audit.
How to start a recruitment agency
The complete marketing setup list: 58 items, in dependency order, with time estimates. Decide what you want to do yourself.
Next / your baseline
Have a number worth unpacking?
Bring the result, the miss or the unexplained change. The audit starts with what the data can support.