The doctrine is written down, software executes it, and the ledger keeps score.
No shop in our band runs codified, machine-executable doctrine over a live integration fleet with a public evidence ledger. The entire pitch fits in that sentence, and we worded it so you can check it against the ledger. A competitor doing all three would falsify it; we have not found one.
The operating loop
- Doctrine
- Five written frameworks with pass and fail conditions
- Agents
- Software executes the procedures on live integrations
- Ledger
- Every claim filed with a date, instrument, and state
Ledger · 11 entries on file
Five frameworks, written as procedure.
Agency folklore dies with the person who holds it. Ours is codified: each framework is a written procedure with pass and fail conditions, specific enough for software to execute and for a second analyst to verify. The five below are the ones every engagement touches, out of ten and counting. The same doctrine is what we bring when a company hires us to advise rather than execute.
Onboarding intelligence framework
Six layers of client understanding, from business model to tracking state, before a dollar of spend moves.
Site framework
Full-site planning: sitemap, demand mapping, schema, entry paths, and the paid and organic boundary.
Landing page framework
Conversion structure for paid landing surfaces, grounded in research, not taste.
Ad-group decision engine
Five tests that decide campaign structure. Replaces grouping by theme.
Design derivation system
Page design derived from the client's own evidence. Kills template convergence.
Versioned
Doctrine that admits error
Each framework carries its own falsifiers. When one fails a test, the refutation is recorded, the procedure changes, and the failed version stays in the record.
The doctrine runs one program cycle.
Rescue first, instrumentation second, scale third. The order is deliberate: scaling an account before the tracking tells the truth just buys more noise faster.
The program cycle
A 14-day fixed-scope rescue of the ads account. Findings you can verify.
A 3-week tracking install, so the platform optimizes toward revenue instead of noise.
- 03Scale
Monthly operations above ad management, run under the same doctrine.
Executed by software agents over live integrations.
None of this sits in a binder. Software agents run the procedures directly against the systems where the work lives:
- Google Ads
- GA4
- Search Console
- Call tracking
- Tag management
- Work-management system
The agents read and write these systems through their interfaces. Findings come from dated instrument pulls, and when a procedure runs, the run leaves a record.
Two people, on the record.
Dan Murray
Writes the doctrine, designs the systems, and signs the findings that go on the ledger.
- Engineering background
- Google Partner
Analyst
Ben Bertacchi
Runs the checklists across the account fleet. Executes the QA sweeps that catch the defects, including ours.
- Fleet QA sweeps
- 23 accounts covered
The fair question to ask a two-person shop: what happens when the owner is busy?
The honest answer is that the procedures do not live in the owner. They live in the doctrine and in the agents that execute it. A monthly operations engagement covering campaign operations, landing page builds, tracking, and reporting has already been delivered this way in production. Capacity here scales with encoded procedure, not with headcount.
“AI-powered” is what every agency says in 2026.
Most of it is a chat window and a logo, and the objection is fair. The difference here is checkable, because we can name the artifacts: five written frameworks, an integration fleet the agents operate directly, and a public ledger where the claims sit with dates, instruments, and states, our own bugs included. The words are easy to copy. 11 dated entries with instrument pulls are not.
On the record
- What is the MyWebReps method?
- Codified doctrine skills for onboarding, site planning, landing pages, ad group structure, and design, executed over a live integration fleet, with claims filed in a public evidence ledger.
- Who runs MyWebReps?
- Dan Murray, founder. Engineering background. Google Partner. Ben Bertacchi, analyst.
- What makes MyWebReps different from other agencies?
- No shop in this band runs machine-executable doctrine over a live integration fleet with a public evidence ledger. The claim is falsifiable; the ledger is the test.