Thoughts from the trenches.
Notes on marketing, brand, and growth — written between campaigns. Honest reflections on what worked, what didn't, and what I learned along the way.
Five lessons from running IDR 793M in ad spend.
After 17 months managing Google Ads for three brands at Sofyan Corp, here's what I'd tell my past self about budgeting, optimization, and knowing exactly when to stop testing — and start scaling.
Read essayRecent writing.
How Arva Property dominated Featured Snippets on Google.
Position 0 isn't luck — it's intent mapping, content depth, and knowing exactly how Google reads structured information. Here's the playbook I used.
The 40% CPC drop on Arva Paramania — what actually worked.
Most "CPC optimization" advice is noise. What moved the needle was a boring combination of keyword refinement, quality score work, and landing page alignment.
The Bebento experiment: organic growth without a single rupiah of ad spend.
+65.7% reach in 30 days, 91.4% from non-followers. The content system, the creative direction, and the small choices that turned the algorithm into an ally.
Why I'm building d-growth Lab.
A lab, not an agency. A framework, not a service menu. Here's the thinking behind starting d-growth Lab — and what I want it to become.
The honest truth about AI Overview in 2026.
Getting cited in Google's AI Overview isn't magic — it's a different kind of optimization. What changed, what didn't, and how to actually earn a spot.
On A/B testing — when it works, when it's wasting your time.
Not every test is worth running. After hundreds of A/B variants across Google and Meta, here's how I decide what's worth testing — and what's just hope dressed up as data.
What I learned co-founding Agratara.
Running an international B2B export venture from Bekasi taught me more about marketing than any campaign ever did. Honest notes from the first deal — and everything that came before it.
New essays monthly.
I publish when I have something worth saying — usually after a campaign teaches me something I didn't expect. Subscribe below to get them in your inbox.
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