Insights
Better decisions for your website and marketing.
Practical guides from Lucas Mora on custom websites, search visibility, content, advertising, and measurement. Understand the decisions behind a useful website and the marketing that can build on it, with advice you can apply to your own business.
Paid media & measurement
Budgets, campaign structure, and measurement that connect paid attention to useful website actions.
Meta ads for local businesses: the practical version
Radius targeting, offers, and budgets — without the burned money.
How much should a business spend on Meta ads?
Work the budget out from your margins — not from a guru's guess.
Boosted posts vs. Ads Manager: they are not the same product
What the Boost button really buys you — and when to graduate.
How to track leads from Meta ads (so you can trust your numbers)
Pixel to CRM — see which campaigns produce customers, not clicks.
Restaurants
Covers, orders, and repeat visits — the restaurant-specific playbook, from search to short-form video.
Restaurant marketing strategy: a framework that fills seats
The whole restaurant playbook, organized around covers and repeat visits.
Meta ads for restaurants: what actually works
Offers and creative that turn ad spend into covers and orders.
Local SEO for restaurants: winning the 'near me' moment
Profiles, menus, reviews — winning the search that happens when hungry.
Bakeries & cafes
Product businesses people photograph voluntarily. How bakeries and coffee shops turn that gift into orders.
Bakery marketing ideas that actually move product
Seasonal drops, cake funnels, pre-orders — ideas that clear the case.
Facebook & Instagram ads for bakeries: worth it, if you do this
Which bakery products justify ad spend — and how to structure it.
Cafe marketing strategy: filling the hours after the rush
Frequency, dayparts, and loyalty — a strategy for the slow hours too.
Instagram marketing for coffee shops: presence into foot traffic
Content pillars and collabs that turn followers into regulars.
Manufacturing & elevators
Long sales cycles, technical buyers, RFQs — marketing for industrial B2B, including the elevator ecosystem we know first-hand.
Manufacturing marketing strategy for long, technical sales
Strategy for long sales cycles, technical buyers, and RFQ pipelines.
SEO for manufacturing companies: rank for what you actually make
Ranking for the specialized terms engineers and buyers search.
B2B lead generation for manufacturers, without the spam playbook
Turning specifier research into RFQs — no cold-spam playbook required.
Elevator company marketing: selling to an ecosystem, not a consumer
Reaching architects, GCs, and property managers with the right proof.
Website design for elevator manufacturers: built for the spec
Galleries, finishes, spec sheets — a site that supports the quote.
Websites, SEO & content
Custom websites, useful landing pages, and search content built around what customers need to understand and do.
Local SEO vs. traditional SEO: which one is your business?
Map pack or organic — matching the SEO type to your business model.
Website vs. landing page: different tools, different jobs
Trust asset vs. conversion tool — and how the two work together.
Google Business Profile optimization: the complete field guide
Categories to reviews — the listing work that quietly wins calls.
Short-form video for local businesses: attention you can cash
Reels and TikTok formats a busy local business can sustain.
How to choose a digital marketing agency (questions that expose weak ones)
The vetting questions we'd want you to ask us — and any competitor.
Next step
Your business gives the advice its context.
Bring a question about your website, search presence, campaigns, or systems. We can discuss which work would address it.