Over the last decade, I’ve worked with more than 1,000 teams, from high-growth startups at Imperial College London to global brands like Google and American Express.

My content on the Business Model Canvas has reached over 325,000 views on YouTube, helping leaders worldwide rethink how they create, deliver, and capture value.

Time and time again, I see the same situation.
Talented teams working hard.
But on the wrong things.

Why?

Because the plan isn’t clear.

It’s buried in slide decks.
It lives in the leader's head.
The team can’t see it or follow it.

When that happens, they loses focus, waste energy and miss the biggest opportunities.

I believe strategy works best when it’s inclusive.

The most successful leaders don’t try to have all the answers. They make sure their whole team can see the big picture and they encourage everyone to contribute their best ideas.

That’s why I use visual tools like the Business Model Canvas.

They make strategy simple, visual and actionable for everybody. They turn passive team members into active co-creators of the future. That way, your team is truly with you and committed to the same future you are. When that happens, you're ready to do the best work of your life.

Leaders bring me in when:
→ Growth has slowed down 
→ The old playbook no longer works 
→ Teams are pulling in different directions
→ People are busy, but not getting results
→ A big launch or change is coming (it's high risk)
→ There’s no proof customers will buy the next idea

I was personally trained by Alex Osterwalder.
He's the creator of the Business Model Canvas.
It's a visual strategy tool trusted by millions globally.

"I enjoy working with Nick. I'm confident you will too."
– Alex Osterwalder, Founder & CEO, Strategyzer

Where do we start?

It’s called The Business Model Power Hour.

In 60 minutes, we will:

→ Map your business on one page
→ Identify what’s working and what’s not
→ Decide what to prioritise for the next 90 days
→ Create a plan your team can see and follow

Clients often tell me it’s the most valuable hour they’ve ever spent on their business.

Most then move on to do a 12-Week Sprint.

This is where we:

→ Stress-test your business model
→ Adapt to what customers want now
→ Build evidence for your big decisions
→ Align culture with strategy

By the end, you’ll have a plan that works in today’s market and a team ready to deliver it.

If you want clarity, alignment and a plan your whole team can use tomorrow, then click the link in my Featured section below.

Nick Himowicz

Consciously raising “four kids”: my two sons and two startups | Follow me for valuable insights on how to lead your marketing strategy and team effectively

We're a senior paid media team. We help B2B companies generate qualified leads and DTC stores drive profitable sales through Google & Meta Ads.

How we work:

- One clear plan: keep, stop, test next.
- Creative pods: 3–4 angles, weekly trims. Winners get budget.
- Audience targeting that converts: remarketing, lookalikes, and cold prospecting.
- Spend guardrails: start small, scale only when performance holds.
- Simple reporting: 2-minute weekly notes tied to results.

Proof:

- B2B SaaS: Cost per SQL dropped 62% in 6 weeks. Lead volume up 3x.
- Fashion brand: ROAS 3.09→7.33 in 8 weeks. Purchases 111→216. Similar spend.

18 years in paid media. Expert-vetted. Case studies + client videos https://marketingo.com/testimonials

Offer:
Free Paid Ads Strategy Plan in 48h: short audit → 3 quick wins → optional 20-min call.

DM "LEADS" for B2B or "SALES" for eCommerce.

Andrei Haret

I pulled my kids from school two weeks ago.

First time ever.

Asked my parents to take days off to watch them while I flew to Cyprus for four days.

The guilt hit me hard. What kind of parent does this? But I was running on fumes, and I knew if I didn't stop, I'd have nothing left to give anyone.

My productivity had dropped to 2-3 hours a day. I was staring at my screen, barely moving the needle. One year since my last real vacation without working, and I could feel another burnout coming.

The fear was real. What if I fall behind? What if clients need me? What if this breaks everything?

But I made a call on the spot anyway.

Cyprus was the closest warm place from Moldova. Direct flight, 2.5 hours. Low-cost. 21 degrees Celcius and sunny while it was -5 back home.

I walked on the beach. Got some sun. Recharged.

The relief I felt was almost uncomfortable. Like I'd been holding my breath for months and finally remembered how to breathe.

It worked. I came back with energy I forgot I had. And honestly? My kids didn't fall apart. My parents handled it. The world kept spinning.

The lesson: waiting for the "right time" to rest means you'll wait until you crash.

I need to do this more often. Not once a year. Not when I'm already burned out.

Before I hit empty.

How do you know when it's time to step away?

We turn Google & Meta Ads into High-ticket B2B booked calls and DTC eCommerce sales | CEO, MarketinGO

I'm working on an analytics project right now.
The hard part? The website is a Single Page Application. The issue is that Single Page Applications don't reload pages.

That means your standard pageview tags fire once.
Then nothing.

The fix includes 3 things to do:

1. Push virtual pageviews to dataLayer on route change
2. Use these pushes as triggers
3. Fire your GA4 config tag on that triggers, not just page load

Your dev needs to push an event every time the URL changes. Without it, GTM has nothing to listen for.
Built-in tracking of Google Analytics 4 and History Change listener $within GTM$ sometimes can help, but the most accurate way to track virtual pageviews is to ask a developer to push a custom event to the data layer.

If your SPA isn't tracking right, you're flying blind.

What's your go-to method for catching SPA tracking gaps before they cost you conversions?

I audit Google Ads accounts in 90 minutes.

Here's my exact framework:

Minutes 0-20: Conversion truth
• Check Enhanced Conversions setup
• Verify GA4 event mapping
• Spot offline conversion gaps
• Flag attribution breaks

Minutes 20-45: Campaign structure
• Review match type discipline
• Check exact vs broad allocation
• Audit negative list hygiene
• Scan for budget waste

Minutes 45-70: Search term reality
• Pull 90-day search term report
• Run n-gram analysis for junk
• Flag irrelevant triggers
• Identify high-intent gaps

Minutes 70-90: Performance math
• Calculate actual CAC vs target
• Check LTV:CAC ratio
• Review payback window
• Assess scale readiness

If you can't trust the data, you can't fix the campaigns.

The best audits don't just find problems.

They show you the next three moves.

Want my audit checklist?

Most B2B founders skip this step, then wonder why their CAC math is broken.

I audit GTM containers in 45 minutes. Here's my exact checklist:

• Start with the Preview mode. Fire test events on your site. Watch what tags fire, what doesn't, and what fires multiple times.

• Check your GA4 config tag. One per container. If you see two, you're double-counting everything $if this is not an update one$.

• Look at Enhanced Conversions setup. Is it pulling email, phone, and name from the form? If not, your conversion data is weak.

• Scroll through your triggers. Are they clean? Or do you have 47 versions of "Form Submit" because no one deleted the old tests?

• Check your variables. Form IDs and CRM fields should all be mapped. If they're missing, your attribution is guessing.

• Open the Conversions report in GA4. Do the numbers match what your CRM says? If they're off by more than 10%, something's leaking.

• Finally, test your thank-you page. Ideally not to track thank-you pages, I wrote a post about it recently.

I've seen $50k/month budgets run on broken tracking. Don't be that founder.

What's the worst tracking issue you've found in your stack?

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Most CEOs open GA4 and get lost.
Too many reports. Too much noise.

Here's what I'd tell any CEO to check::

1. Landing Page Performance
Which pages convert visitors to demos? Not sessions. Conversions.

2. Traffic Source ROI
What channels drive qualified pipeline? Google, LinkedIn, or organic? Track cost per demo, not just clicks.

3. Conversion Paths
How many touches before a demo books? This tells you if attribution is broken or if nurture needs work.

4. Form Completion Rate
Where do people drop off? Fix the form, not the traffic.

5. Returning Visitor Behavior
Are they coming back to book? Or bouncing? This signals intent quality.

Skip the vanity dashboard and track what ties to revenue: demos booked, SQLs generated, CAC vs CLV.

If a report doesn't answer "did this drive pipeline?" don't waste time on it.

5 reports weekly. That's it.

What's the one GA4 report you check most often?

Last week I had a thought that felt too specific to be random.

"What if I could message Claude from my phone and come back to finished work on my laptop?"

Today, Anthropic announced exactly that.

Claude Dispatch is here. One persistent conversation. Claude runs on your desktop. You send tasks from your phone. You come back to done work.

I'm not saying Claude is reading my thoughts.

But Claude is reading my thoughts.

For me, running a paid media agency, this is a real shift:

• Strategy docs drafted while I'm commuting
• Client reports queued from my phone
• Outreach sequences fired off between meetings
• ClickUp tasks structured before I sit down

All done by the time I'm back at my desk.

This is what AI-native operations looks like in 2026. Not prompting for answers. Delegating actual work.

The gap between people building workflows around tools like this and people still asking one-off questions is growing every week.

Are you using Claude for actual business operations, or still just asking it questions?

graphical user interface, application, Teams

A new client came to us with a finished website.

Like 95% of clients do.

They'd already structured everything by industry.

Separate pages for healthcare, finance, tech.

Made sense internally. Looked clean in the sitemap.

But here's the problem:

Nobody searches "X service for healthcare companies."

They search "alternative to Y service" (Y service is the competitor service).

Your website structure should mirror search intent, not your org chart.

Before you build pages, map your PPC campaigns:

1. Pull search term reports from competitors or tools

2. Group by intent, not by how you sell

3. Build landing pages that match those clusters

4. Then structure your site navigation

I've seen this kill conversion rates over and over.

Beautiful site. Zero alignment with how buyers search.

The fix? Start with campaign structure. Let search behavior dictate your site map.

Your website isn't a brochure. It's a conversion tool.

Build it like one.

Have you structured your site around how you sell or how people search?

Most advertisers ignore their Google Ads search terms report. They look for obvious waste and move on.

But the real value is understanding what's already working and where you're losing money without realizing it.

Here are 3 things to review every week:

1. When people see your ad but don't click
Your ad is showing up when someone searches, but they scroll right past it. Usually means one of two things: your headline doesn't match what they're actually looking for, or a competitor's ad is more appealing and sitting above yours.

2. The searches that bring you customers but only once
Sometimes someone types in a specific phrase, clicks your ad, and becomes a customer. But it only happens once because that search term is buried with hundreds of others. I pull it out, give it its own budget, and write ads specifically for it so it can bring customers consistently.

3. The wrong people clicking your ads
Let's say you sell premium software. Google might show your ad to someone searching for "free trial" or "cheapest option." You pay for the click, but they were never going to buy. I tighten your settings so you only pay for clicks from people actually ready to spend.

Most accounts I audit are wasting 15-30% of their ad spend on these three issues alone.

I have 5 more checks that reduce waste and bring in more qualified leads.

Comment Insights and I'll send you the full list.

I stopped tracking thank you pages in 2024.

Best tracking decision I ever made.

Here's why URL-based conversions are dead:

Thank you pages break. All the time.

Someone changes the URL structure. A dev updates the site. A form plugin redirects differently. Your conversion tracking dies and you don't know for weeks.

Event-based tracking is bulletproof.

Fire a conversion event when the form submits. Not when a page loads. You're tracking the actual action.

Here's what I use now:

1. GTM event listeners OR custom codes on form submissions
2. Enhanced Conversions to pass lead data
3. Server-side events via CAPI when needed

The result? Clean attribution. No ghost conversions. No missed leads because someone hit back or closed the tab before the thank you page loaded.

I've seen clients lose 15-20% of conversions because thank you pages didn't fire. That's not a tracking gap. That's a business problem.

If you're still relying on URL-based goals, you're flying blind.

Switch to event tracking. Your attribution will thank you.

What's your current conversion tracking setup?

Broad match in 2026 can scale or sink you.

The difference? Three guardrails.

I've managed budgets from $20k to $1M per month. Broad match works when you have the right conditions. Without them, it burns cash on irrelevant searches.

Here's when broad match works:

1. You have conversion data: 50+ conversions per month minimum
2. Smart bidding is live: Target CPA, Target ROAS
3. Negative keyword discipline: Weekly n-gram pruning and tight exclusions

Without all three, you're funding Google's discovery budget, not yours.

When to protect exact match instead:

• Low conversion volume (under 30 per month)
• High-intent keywords with clear buyer signals
• Tight budgets where every click counts
• New accounts without historical data

I allocate 70-20-10 across scale-test-explore. Broad match lives in the 20-10 zone until it proves itself. Exact match protects the 70.

Broad match for discovery. Exact match for control.

The mistake? Flipping broad match on without the data or discipline to guide it.

What's your current split between exact and broad match in your accounts?

Your Meta CPM jumped 40% overnight. You panic. Blame the algorithm.

But here's what actually happened:

Meta CPM spikes come from 3 places:

1. Auction pressure (you can't control)
2. Creative fatigue (you can)
3. Audience saturation (you can)

I've managed budgets from $5k to $50k monthly. The pattern repeats.

When CPM climbs, most advertisers freeze. Wrong move.

Here's what I do instead:

1) Refresh creative every 2 weeks. Not tweaks. New angles.

2) Kill losers fast with weekly rules.

3) Expand cold audiences before saturation hits. Don't wait for frequency to spike above 4.

4) Rotate offers. Same product, different hook. Price anchor vs social proof vs urgency.

5) Layer retargeting with tight windows. 7-day engagers convert better than 30-day.

The goal isn't cheap CPMs. It's profitable CAC within your LTV window.
If your CPM doubled but your CAC stayed flat, you're fine. If CAC broke your unit economics, kill it.

Track cost per demo, not cost per click.

What's your creative refresh rhythm right now?

graphical user interface, text, application, chat or text message

I watched a client pause campaigns for 3 weeks.

They wanted to "save budget" during a slow period.

Here's what it actually cost them:

Lost audience signals Google spent months building.
Lost conversion data the algorithm needs to optimize.
Lost momentum with prospects already in the funnel.

When we turned campaigns back on, we didn't pick up where we left off.

We started from scratch.

CPL jumped 70% in week one. Demo quality dropped. It took 3 full weeks just to get back to baseline performance.

Here's what works better:

Cut budget but keep campaigns live.
Pause only your worst performers, not everything.
Use the slow period to test new audiences or offers.

Small losses beat learning resets every time.

Algorithms need continuous data to stay sharp. Pause them and you're paying twice: once to stop, once to restart.

What's your rule for pausing vs adjusting campaigns?

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The Battle

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