Notes on performance marketing, measurement, paid media and AI search from Tom Goodwin, Founder of GAMEPLAN.https://tomgoodwin.london/en-gbhttps://tomgoodwin.london/blog/10-48-hour-website/https://tomgoodwin.london/blog/10-48-hour-website/A custom 48-hour website works because AI compresses production, not judgement. The time saved is build and boilerplate; the strategy, structure and quality control stay human. Here is how it ships.Sun, 31 May 2026 00:00:00 GMThttps://tomgoodwin.london/blog/09-how-we-won-gucci-pitch/https://tomgoodwin.london/blog/09-how-we-won-gucci-pitch/We won a 13-market Gucci pitch by solving the client's real problem, not performing creativity. Enterprise pitching rewards clarity, proof and operational credibility over showmanship. Here is the playbook.Thu, 28 May 2026 00:00:00 GMThttps://tomgoodwin.london/blog/08-agency-vs-consultant-vs-fractional/https://tomgoodwin.london/blog/08-agency-vs-consultant-vs-fractional/Hire an agency to execute channels at scale, a consultant for a defined diagnosis, and a fractional leader to own the outcome and hold everyone accountable. Most scaling businesses need the leader first.Mon, 25 May 2026 00:00:00 GMThttps://tomgoodwin.london/blog/07-google-ads-private-healthcare/https://tomgoodwin.london/blog/07-google-ads-private-healthcare/Private healthcare Google Ads is governed by strict policies on health claims, certification and sensitive categories. Get the medical claims, landing pages and conversion tracking wrong and you get suspended.Fri, 22 May 2026 00:00:00 GMThttps://tomgoodwin.london/blog/06-aeo-for-service-businesses/https://tomgoodwin.london/blog/06-aeo-for-service-businesses/To get cited by ChatGPT and Perplexity, structure content answer-first, publish entity schema and an llms.txt, and become the clearest source for specific questions. This site is a live demo of it.Tue, 19 May 2026 00:00:00 GMThttps://tomgoodwin.london/blog/05-ai-agents-marketing-agencies/https://tomgoodwin.london/blog/05-ai-agents-marketing-agencies/AI agents are compressing marketing agency delivery, shifting margin from execution to judgement. Agencies that automate the production line and reprice around outcomes win; those billing hours lose.Sat, 16 May 2026 00:00:00 GMThttps://tomgoodwin.london/blog/04-broad-match-smart-bidding-2026/https://tomgoodwin.london/blog/04-broad-match-smart-bidding-2026/In 2026 the default Google Ads architecture is broad match feeding Smart Bidding, governed by clean conversion data and margin-based targets. It only works with good measurement and tight negatives.Wed, 13 May 2026 00:00:00 GMThttps://tomgoodwin.london/blog/03-audit-google-ads-60-minutes/https://tomgoodwin.london/blog/03-audit-google-ads-60-minutes/Audit a Google Ads account in 60 minutes by checking conversion tracking first, then wasted spend, account structure, bidding, and the search terms report. Fix measurement before anything else.Sun, 10 May 2026 00:00:00 GMThttps://tomgoodwin.london/blog/02-mer-vs-roas/https://tomgoodwin.london/blog/02-mer-vs-roas/Measure MER for business health and ROAS for channel optimisation. MER is total revenue divided by total marketing spend; ROAS is per-platform. Use both, but steer the business with MER.Thu, 07 May 2026 00:00:00 GMThttps://tomgoodwin.london/blog/01-fractional-head-of-performance-cost-uk/https://tomgoodwin.london/blog/01-fractional-head-of-performance-cost-uk/A fractional head of performance in the UK typically costs £3,000 to £12,000 per month, far below a £90k-£140k full-time hire, with senior expertise on a day-rate or retained basis.Mon, 04 May 2026 00:00:00 GMT