Copy for Originals

Tools

Small, single-purpose web tools. Everything runs in your browser — no accounts, no uploads. Google Analytics only if you accept cookies.

Tools

• Writing & AIFree tool · open source
  Can AI read your website? A free tool to find out Checks whether ChatGPT, Claude and Perplexity can find the facts on a page (text without JavaScript, prices, dates, hidden text) and whether your server lets their crawlers in, compared with Google and Bing over several rounds. Command line, a web page, or Docker for your IT team.
• Short-form videoTool
  Short-Form Script Pacing & Hook Timer Time a script by retention zone, test your 3-second hook, and hit exact runtimes for TikTok, Reels, and Shorts. Its Top Shorts preset and hook guidance come from measured data — see the study below.
• Google AdsTool · private
  Keyword Triage: Google Ads keyword profitability checker Upload a Google Ads or Microsoft Ads keyword report and see which keywords to cut, trim, keep, or scale against your target CPA or ROAS. Private by design: the report is read in your browser and never uploaded.
• Google AdsTool · private
  Negative Keyword Finder: Google Ads search terms analyzer Drop in a search terms report and get the search terms and recurring words that spent money without converting, ready to paste as negative keywords. Private by design: the report is read in your browser and never uploaded.
• Google AdsChecklist
  Lead Gen Search Campaign Checklist A cockpit-style preflight checklist for Google Ads Search campaigns: presence-only locations, Maximize conversions with a target CPA, auto-apply off, and a daily budget sized to your cost per lead.
• Google AdsCalculator
  Target CPA & ROAS Calculator: set your Google Ads target step by step Never set a target before? Answer one question at a time — your sale, your margin and how many leads really become customers — and get the target CPA or ROAS to type in, plus a week-by-week path to it.
• Google AdsDiagnostic tool
  PPC Troubleshooter: Google Ads clicks but no conversions? Clicks but no conversions, ads that won’t spend, a budget eaten by two $100 clicks, or results that tanked after a good start? Pick the problem, answer a few questions, and see whether it’s bad luck, budget or a setting — explained so a 10-year-old would get it.

For Swedish companies

Google Ads, SEO and English copywriting for businesses in Sweden, from Tidaholm in Västra Götaland. An overview of the services: Digital marketing services for Swedish companies (in Swedish: Digital marknadsföring för svenska företag).

• Google AdsService · Sweden
  Google Ads for lead generation in Sweden Stop the bleeding in the account, clean up the mess and make the ads produce inquiries. In-person meetings in Västra Götaland and Stockholm, remote across Sweden. 12% of ad spend, SEK 10,000 monthly minimum, no setup fee, no lock-in.
• Google AdsService · USA
  Google Ads in the USA for Swedish companies Inquiries from American customers: one region at a time, ads in American English, a budget you can judge, and a plan for who answers at 9 PM Swedish time.
• SEO & AEOService · Sweden
  SEO and AEO for Swedish companies: original content built on open sources Show up on Google and in AI answers with facts no competitor has. AI agents collect and check the material, a person approves what gets published. Pricing on request.
• CopywritingService · USA
  English copywriting for Swedish companies selling to the US Landing pages, ads and emails in American English from an American copywriter in Sweden. For pages that get visitors but no sales.

Research

• Law firmsGuide · start here
  Google Ads for law firms: what it costs, what goes wrong, and how to tell if it’s working What clicks and leads cost, the 82% “not worth it” figure traced to its source, state positions on bidding on a competitor’s name, recorded calls, and why leads don’t sign. Links to every law firm guide and tool here.
• Law firmsGuide · 7 states
  Can a law firm bid on a competitor’s name in Google Ads? The rules by state North Carolina, Ohio and Michigan say no. Texas, South Carolina and New Jersey say yes with conditions, and Florida’s rule turns on the ad. Each opinion quoted, plus the court cases, Google’s policy, and what to do if the name is yours.
• Law firmsGuide · personal injury
  Personal injury Google Ads: what it costs, who you’re bidding against, and where cases get lost Cost per lead and minimum budget, who actually advertises (48 of 100 Chicago firms), starter keywords and negatives, what injury ads say, and why leads don’t sign. Built on our Chicago study and owner reports.
• Law firmsClaim check · 4 surveys
  Do 82% of law firms say Google Ads isn’t worth it? The statistic traced to its source The figure comes from a December 2021 CallRail survey of firms already running paid search, mostly large ones. The same publisher later reported 97%, then 25%. The original wording, the surveys side by side, and how the number changed as it was repeated.
• Law firmsGuide · owner reports
  Personal injury lawyer leads: buy them or generate your own? What injury firm owners reported paying for bought leads, Local Services Ads and Google Ads, how many signed, the ABA rule on paying for leads, and six questions for a lead vendor. Compared by cost per signed case.
• Law firmsGuide · Google’s own wording
  Does Google record calls to law firms from its ads? Yes for Local Services Ads, and by default in Google Ads. What Google records, the 60-day retention for legal categories, who can listen, what callers hear, how to turn it off, and what North Carolina’s and Wisconsin’s bars said.
• Law firmsGuide · setup steps
  How does a law firm track signed cases back to Google Ads clicks? Importing signed cases as offline conversions: the click ID, five setup steps, phone calls, the 90-day upload limit, what each method tells Google about a client, and when signed cases should drive bidding.
• Law firmsGuide · 188 threads
  Lead generation for lawyers: what works, what it costs, and where leads get lost Referrals, SEO, Google Ads, Local Services Ads and bought leads compared by what law firm owners complained about and paid. Junk leads in 15 of 20 lead vendor threads; no return in 17 of 39 SEO threads. Measured by cost per signed case.
• Law firmsGuide · calculator
  How much should a criminal defense law firm spend on Google Ads? Minimum budget by cost per click and conversion rate, the criminal law benchmark ($12.30 a click, $101.49 a lead), and what six owners reported spending and getting.
• Law firmsGuide · calculator
  How much should a family law firm spend on Google Ads? Minimum budget by cost per click and conversion rate, the family law benchmark ($7.69 a click, $103.54 a lead), and what owners spending $1,200 to $20,000 a month reported.
• Law firmsGuide · calculator
  How much should an estate planning law firm spend on Google Ads? Minimum budget by cost per click and conversion rate, the estate and probate benchmark ($7.92 a click, $72.24 a lead), and what owners spending $500 to $5,000 a month reported.
• Law firmsStudy · 116 owners
  How much do legal marketing agencies charge? What law firm owners report paying SEO, Google Ads management and website prices law firm owners reported on r/LawFirm from 2023 to 2026, one figure per owner, plus the quotes they turned down and a cost per signed case calculator.
• Law firmsGuide · 2026 update
  Local Services Ads vs Google Ads for lawyers LSA is moving into Google Ads as Performance Max with pay-per-lead goals. What changes for law firms, which junk leads Google still charges for, the 20-second missed-call rule, and a cost per signed case calculator.
• Law firmsScorecard · 312 threads
  Is your law firm’s Google Ads agency doing a good job? A 12-point scorecard Twelve checks you can run in your own Google Ads account in 15 minutes, from Google’s own agency rules and what law firm owners reported on r/LawFirm. Color-coded score and the questions to send your agency.
• Law firmsStudy · 100 firms
  Chicago personal injury lead generation: an OSINT study of 100 law firms 48 of 100 Chicago PI firms have Google ad creatives on record, half of advertisers show no call tracking, and one-star reviews are 3.9% of 35,932 Google reviews. Public data only, with Illinois advertising-rule notes on every recommendation. Data included.
• Law firmsStudy · 100 websites
  Do law firm websites block AI crawlers? robots.txt, firewalls and llms.txt at 100 Chicago injury firms Only 3 of 100 disallow an AI crawler in robots.txt, but 13 of 78 refused a request carrying the name GPTBot, ClaudeBot or PerplexityBot in all five runs, and 11 of those 13 served Googlebot’s name. 42 of 92 publish an llms.txt file. Data included.
• Writing & AIStudy · 9 runs
  Haiku, Sonnet or Opus for online research? One brief, nine runs, 593 checked quotes All 593 quotes were on the cited page, word for word. Haiku found 19 to 23 of 25 known facts for about $0.28 a run, Opus all 25 for about $2.79. One claim in 14 said more than its quote showed. Includes a ten-step research workflow. Data and scripts included.
• Writing & AIEvidence review · 26 claims
  Will AI agents make marketing disappear? What the evidence says, claim by claim A Forbes post says the marketing department will vanish because AI agents will buy from AI. Every number in it is real and none measures what the thesis needs: agent-completed purchases are about 3% of transactions, and in the lab agents are more swayed by marketing cues than people are. Amazon versus Meta’s Muse, ChatGPT’s ads, subscription cancellation and Muse’s adoption curve, 26 claims graded against primary sources. CSV included.
• Writing & AIAnalysis · 113 checked figures
  Where AI search goes next: who sells the answer, who measures it, and how AI agents choose ChatGPT ads reached a $1 billion run rate in under 200 days while brands get no organic visibility data from OpenAI. Google must give UK sites AI clicks by December 3, 2026. Why cheap AI visibility trackers are exposed, whether paid search gains, and why AI agents pick by brand, position and badge when specs don’t settle it.
• Writing & AIStudy · 200,753 posts
  “Useful diagnostic, terrible KPI”: what 200,753 Reddit posts say about measuring AI visibility Posts about AI search went from 1.5% to 8.7% of all posts in seven marketing subreddits; posts about measuring it rose about 21-fold. 308 threads coded for the problems people hit, from Search Console’s AI data to tools, prompts and revenue. 971 quotes checked against the archive. Data and scripts included.
• Writing & AIGuide · synthesis · start here
  What decides whether an AI recommends you, and what to do about it Seven studies and guides and more than 200 sources distilled into eight findings, a four-gate model of how an AI chooses (readable, known, verifiable, preferred), seven steps in order and a list of what not to pay for. Rankings in AI answers are noise; share of answers is stable; schema, llms.txt and FAQ blocks show no measurable effect.
• Google AdsStudy · 123 threads
  August 17 update or the Strait of Hormuz? Why Google Ads cost per lead rose in 2026 Of 123 first-hand Reddit reports of Google Ads getting worse since June, 31 blame Google’s August 17 bidding change and one blames the economy. What the change actually did, what the Hormuz crisis did to US pump prices, confidence and company revenue, the 2022 analog, and six rules of thumb for your own account. Every claim audited against sources. Data included.
• Google AdsStudy · 62 threads
  Google Ads no conversions: what 62 forum threads show about waiting too long Advertisers asking “why no conversions?” had a median of 190 clicks, and only 3 of 62 knew their target CPA. A study of Google Ads Community and r/PPC threads, scored with the PPC Gumball Rule. Data included.
• Google AdsRule + calculator
  The PPC Gumball Rule: how many clicks without a conversion is normal? Spent 3× your expected cost per conversion with zero conversions? It’s 95% likely something is broken. Lookup tables, a calculator, and the statistics behind it.
• Law firmsBudget guide · 24 owners
  Law firm Google Ads budget guidelines Ten guidelines for setting a law firm’s Google Ads budget, what 24 firm owners on r/LawFirm report spending ($433 to $30,000 a month, median $5,000), Google’s daily budget rules, and a calculator.
• Law firmsBudget guide
  How much should a personal injury law firm spend on Google Ads? At least 3× your expected cost per lead a month, or you can’t tell a broken campaign from bad luck. Budget tables by cost per click and conversion rate.
• Law firmsQuick answers
  Five short answers for law firm Search campaigns Conversion rate, Target CPA, broad match, negative keywords, and Maximize conversions vs Target CPA for law firm Search campaigns.
• Law firmsGuide · from healthcare
  Why healthcare PPC experience transfers to law firm Google Ads Expensive clicks, few leads, calls as conversions, signed cases recorded offline, sensitive intake and regulated ad copy: a law firm’s account looks a lot like a medical practice’s. What carries over, and what doesn’t.
• HealthcareSourced guide
  HIPAA-compliant conversion tracking for Google Ads: the options compared Curve, Ours Privacy, Freshpaint, enterprise CDPs, server-side GTM, free offline conversion imports and HIPAA call tracking, compared by price, setup effort and fit for practices without an IT department. Educational only, not legal advice.
• Google AdsSourced guide
  Should AI fully manage your Google Ads campaigns? The pros and cons of auto-apply, AI Max, Smart Bidding and AI agents from Anthropic, OpenAI and others in lead gen Search campaigns, with documented cases dated October 2026. AI suggests, a person approves.
• Writing & AIEvidence review · 397 claims checked
  How AI agents choose products for consumers Evidence, not persuasion, moves AI shoppers. A six-stage model of how ChatGPT, Perplexity, Gemini and Amazon Rufus pick products, a verdict table for Cialdini’s principles and the Kahneman, Thaler and Ariely nudges (social proof and star ratings move agents; scarcity and decoys don’t), and why the third-party “wall” is a corpus-presence requirement, not a Wirecutter veto. Every figure checked against its source. Living document.
• Writing & AIEvidence-rated guide
  How to write content that LLMs retrieve and cite What ChatGPT, Claude, Perplexity, Copilot and Google AI Overviews do with a page, and which AEO practices actually have evidence behind them. Includes a 12-point checklist and the Keyword Triage rewrite as a worked example.
• Short-form videoStudy · 132 Shorts
  How fast do top YouTube Shorts actually talk? Speaking rate and first-sentence length measured from the audio of 132 Shorts with over a million views each. Median pace is 193 WPM, and fewer than half obey the three-second hook rule. This is the data the timer is calibrated against.