EBJ / Insights
Better questions. Better decisions.
Practical thinking for the next business move. Explore strategy, creative, digital experience and the decisions that connect them.
Start here / Editor's selection
Questions worth answering.
Paid advertisingMore leads. Still not the right customers?
Separate targeting, offer, form and follow-up problems before blaming the channel or adding more qualifying questions.
Read the guide
Organic searchYour website is live. Can people find it?
Separate publication, discovery, crawling and indexing, then check the technical issues a new site can actually control.
Read the guide
WebsitesA better website starts before the first layout.
A practical briefing guide covering content, ownership, integrations and decisions that prevent expensive surprises during a rebuild.
Read the guidePerspectives on strategy, creative and digital performance.
Your next useful answer.
Practical guides for the decisions behind your marketing. Choose the question that matters to your business.
Strategy
- A 90-day marketing plan for a Canadian service business
- Build a marketing budget around qualified leads, not cheap clicks
- How to evaluate a digital marketing agency in Canada
- Build a B2B message map your sales team can actually use
- Taking a Canadian brand into the US: a marketing readiness review
- The brief gets better when the question gets sharper.
Paid media
- Google Ads search intent: separate buyers from browsers
- A negative-keyword review that protects useful demand
- Getting leads but not customers? Diagnose the quality problem
- Plan retargeting before building the audience
- When to scale paid media—and when the business is not ready
- Before you increase the budget, follow the enquiry.
Creative
- Build an ad creative matrix that tests ideas, not colours
- How to write a short-form video opening without empty hype
- Static ads or video: choose the format the message needs
- A creator-content brief that protects authenticity and clarity
- Is your ad creative tired—or is something else changing?
- A creative test should answer a question.
Websites & conversion
Measurement
- A UTM naming convention that survives a growing team
- A GA4 key event is not automatically a qualified lead
- Close the loop between your CRM and paid media
- Why your ad platforms, GA4 and CRM report different numbers
- Design a weekly marketing dashboard around five decisions
- Your marketing report should end with a decision.
Organic growth
- Service-page SEO: answer the questions a buyer is actually asking
- An internal-linking plan for a service-business blog
- Your new website is live. Why is it not showing in Google?
- Local SEO for a Canadian service business without fake location pages
- How to make business content useful in AI-assisted search
- Publish something worth finding. Then help people find it.
Original perspectives from EBJ MARKETING. Edited for clarity, written to be useful.