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Today I audited a Google Ads account spending over £1500/month.
The owner thought the problem was the budget.
It wasn't.
Their campaigns were showing on devices that had never generated a conversion.
One small change could stop wasted spend immediately.
That's why I never touch the budget before looking at the data.
Most accounts don't need more money.
They need better decisions.
#GoogleAds #PPC#Marketing
The network for creativity
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Half the stores asking me to fix their conversion rate don't actually have a CRO problem. They have a "why would anyone buy this instead of the ten identical stores selling the same thing" problem.
And unfortunately, no amount of button testing fixes that.
You can move the CTA, add urgency, swap the hero image, run 57 A/B tests, and barely move the needle, because none of it touches the actual reason people aren't buying.
They landed on the page, felt like they'd seen it a hundred times before, and left to go compare prices somewhere else.
This is the part nobody wants to hear when they hire someone for CRO.
Sometimes the page is fine, the problem is there's no real reason to choose you over the next store selling the exact same product with the exact same stock photos and the exact same "premium quality" copy.
Think about the wooden watch niche, or phone cases, or minimalist jewelry.
A thousand stores that are visually interchangeable and when everything looks the same, price becomes the only thing left to compete on, and that's a race nobody wins.
CRO can squeeze more out of a store that already has a reason to exist. It can't manufacture that reason.
If a customer can't tell you apart from the competition in the first few seconds, the button color was never the issue.
Before you optimize the page, get honest about whether the brand actually gives anyone a reason to pick it.
Get that right and the CRO stuff finally has something to work with.
"CRO can squeeze more out of a store that already has a reason to exist. It can't manufacture that reason" should be printed and handed to every client who books a CRO audit before they've done a brand one. Do you ever just tell people no outright, or is it more about steering...
I audited an interior design studio's website last week.
Their portfolio was stunning.
But I wouldn’t hire them.
• No clear CTA
• Portfolio hidden 3 clicks away
• Contact form asked 9 fields to fill
• Zero testimonials or client logos
• Mobile load time was over 6 seconds
Every visitor asks one question:
"Can I trust these people with my project?"
The website never answered it.
Great work doesn't sell itself online.
The experience around your work does.
If you think your website could convert better,
Reply or DM me.
I'll do a free UX audit and share a few practical improvements you can make.
We've all felt it — that moment you check your bank statement and something doesn't add up.
A few months ago, that happened to me. I went through my statement line by line and found $41 a month going to things I hadn't opened in weeks — a fitness app I downloaded once and forgot, a cloud storage trial that quietly turned into a real charge. None of them felt like "a problem" on their own. But together, they were $127 leaving my account every single month without me noticing.
And the more I thought about it, the more I realized — this isn't just my problem. It's almost everyone's. We sign up for things in a hopeful moment, forget about them in a busy week, and keep paying for months, sometimes years, without ever really deciding to. There's no dramatic mistake to point to — just quiet, invisible leaks, one subscription at a time.
So I built the tool I wish I'd had. Leakproof — an app that shows you exactly where your money is leaking every month, flags subscriptions you've forgotten, and asks one honest question: did you actually use this?
I designed it in Flowstep, and I made a deliberate choice early on — when the first version came out soft and cheerful, like every other budgeting app with rounded corners and pastel colors, I rejected it. This isn't a feel-good problem. It's money quietly disappearing. So I pushed for something with harder edges, sharper typography, one bold color — a tool that tells you the truth instead of trying to make you feel good about ignoring it.
Six screens. Real numbers. No forgotten trial left unnoticed.
If even one person catches their own $41 because of this — that's the whole point.
Built in Flowstep. @flowstep_ai #FlowstepChallenge
the OG tool ever @Flowstep