Essays, playbooks, and things worth thinking about.
Practical writing on paid ads, ecommerce growth, and building a business, from Emma and the Fiddle Leaf team. Nothing here is gated. Everything here is stuff we actually use with clients.
Why Most Small Business Ads Fail (and How to Fix Them)
Nine times out of ten, it’s not the media buy that’s broken. It’s the offer, the creative, or the landing page. Here’s how to diagnose which one is costing you money.
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Trust Signals Every Small Business Website Needs to Boost Conversions
Great ads to a mediocre site is money in the trash. The eight trust signals that consistently move conversion rate for the small-business sites we audit.
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Roots & Realities: Where Motherhood Meets Marketing
On building a boutique agency while raising two little humans, and why the two things aren’t as separate as we’re told they should be.
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What Canadian Sellers Should Know About the End of the U.S. De Minimis Exemption
The regulation change that affects every Canadian brand shipping to U.S. customers. What it means for margins, pricing, and paid ads targeting.
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Before You Run Paid Ads, Read This: Why Clarity and Coaching Come First
The three things that need to be true before your first ad dollar goes out. If any of these are missing, you’re paying to test a broken hypothesis.
Read20+ ChatGPT Prompts to Help You Grow Your E-Commerce Business
The prompts we actually use with our own agency clients, from ad copy to customer research to product descriptions. Copy, paste, adapt.
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Creative Ways to Increase Average Order Value
Nine offer, product, and merchandising moves that lift AOV without discounting. Real examples from clients who’ve moved theirs 20–40%.
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Optimize Your Marketing: Leveraging Organic vs Paid Social Media
When to invest in organic, when to invest in paid, and how the two feed each other. The framework we use to allocate our clients’ time and budget.
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Maximizing Marketing Impact: Integrating Search and Social in a Full Funnel Strategy
Why running Meta and Google in silos is leaving money on the table, and the funnel structure we use to make them multiply each other.
ReadGet our free Services Guide
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Reading is great. A live conversation is better.
If any of these essays sparked a question about your own business, book a free 60-minute strategy call with Emma. Talk it through with a human.