About - Luis Gomes
Founder & Growth Lead at Leanboat.
Luis is co-founder and Growth Lead at Leanboat. He has been building and operating digital businesses for more than two decades, working at the intersection of growth, software, content, and performance marketing.
As a founder and investor, he has run paid media programs that have spent $6M+ at positive ROAS across BusBuster (10+ years operating a US bus and train search platform), TheNextGuide (concept media brand built AI-native from day one), RioSkin Lab (launch partner and investor), Folivora Spirits (investor and growth advisor), GreenPeople (ecommerce and CRM lead, 2020–2022), and others.
At Leanboat he leads AI Social Selling: the strategy each network publishes from, the campaigns that turn winning posts into ads, and the accounts themselves. The founder who owns the account, not a strategist who hands off to a junior.
Articles by Luis Gomes
October 2, 2026
The turnover tax: how marketing agencies keep what their people know
When a team adopts AI person by person, every departure takes the client's rules and a private AI history with it. Two management rules and a one-unit pilot keep that knowledge in the agency.
July 22, 2026
Your AI conversion tool ships a winner every week. Here's how to tell which ones are real.
An AI conversion tool's edge is speed — more tests, faster. But more tests mechanically manufacture more false winners, so a pile of reported lifts can grow while your actual conversion rate stays flat. The one check that catches it, and two moves the tool won't hand you.
July 20, 2026
How to get the most out of Meta Advantage+ and Google Performance Max: build the outer loop
Meta Advantage+ and Google Performance Max run the buying now — and the same machine ships to every advertiser. How to feed it what the platforms themselves ask for, and build the outer loop: the record of why winners won that compounds for you alone.
July 1, 2026
AI can fix most of your CRO problems. The two it can’t are probably your real bottleneck.
Every CRO program stalls on the same handful of problems. AI solves some, only speeds up others, and can’t touch two — the traffic floor and where your learnings live. Sort yours before you buy a tool.
June 25, 2026
Your AI conversion tool now writes the variant. That changes what the test is measuring.
A new class of AI conversion tool doesn't just run your A/B test — it writes the variants too. Here's what quietly changes when one tool both writes the copy and grades it, and the three things to lock before you turn it on.
June 22, 2026
What a week of AI-native demand creation actually looks like
We run an AI-native demand-creation engine on TheNextGuide. Here's the real operating week — what it makes, where it lands, and the one thing the team approves that turns a content calendar into a system that compounds.
June 19, 2026
Why agencies give away the diagnosis they used to charge for
The agency lead magnet is escalating from gated PDF to copy-paste prompt to run-for-you audit widget — each rung pricing the diagnostic at zero. The test for what survives: if your diagnostic fits in a prompt, you're selling whatever you do after it.
June 17, 2026
Why the "uplift" your AI conversion tool reports isn't the number your CFO thinks it is
An AI conversion tool that moves traffic to the leader mid-test can't hand you a clean lift. Here's why, the read the platforms document but hide, and three questions to ask before you bank an "uplift."
June 15, 2026
Rent the model. Own the learning.
Satya Nadella says the model isn't the moat — the learning loop you own is. The one sovereignty question to ask any AI vendor before you sign: swap the model, do you keep what it learned?
June 13, 2026
How to tell if your growth is compounding — or you're just renting it
Two brands can post the same revenue curve — one built a flywheel, one rented a treadmill. The one number that tells them apart is the fully-loaded cost to produce a unit of growth, watched as a trend — falling means compounding, flat under rising spend means rented.
June 11, 2026
Where does AI show up first in your brand — the story or the operating week?
Ralph Lauren gave its AI shopping assistant a press release and its forecasting AI one sentence. The press-release test shows a DTC founder which kind of AI investment their brand is actually making.
June 10, 2026
Every AI conversion tool now says it runs itself. These are the three steps your team keeps.
We read ten AI conversion-tool homepages. The pitch converged on one promise: it runs itself. What it stopped answering is where the hypothesis comes from — and these three steps your team keeps in-house decide whether any tool pays off.
June 8, 2026
AI-native retention: the three things changing for every company that wants customers to stay
A founder ran her quarterly retention review in April and learned about January's churn too late. Retention stopped being a calendar and became a loop — three structural shifts AI exposed, with a way to tell which side of each your stack is on.
June 4, 2026
How AI-native teams measure the 90% the dashboard can’t see
Your dashboard sees the 10% that clicks. The five-signal stack measures the rest — self-reported answers, brand search, the founder’s calendar, community inbound, and a weekly pass that reads them together.
June 3, 2026
How AI agents became your store’s second audience — and what changes in the CRO sprint when they arrive
AI agents now read your store before your customers do — and the traffic they hand back converts 42% better. What changes in a CRO sprint when the conversion surface has two audiences: humans clicking and agents fetching.
May 27, 2026
Why AI-native CRO runs experiments on intent, not on pages — and what the research loop looks like inside a sprint.
David Mannheim's reframe from Speero Circus 2026 — designing experiments around intent, not pages — operationalized as a five-step research loop with AI at the upstream read layer and the team picking the fights.
May 25, 2026
The line between automated marketing and AI-native marketing is a feedback loop
We're moving TheNextGuide's content engine from automated to AI-native. The line isn't the model — it's the feedback loop. Here's the seven-step install at a tourism marketplace we operate, the structural difference named, and four questions to audit any AI marketing tool in your stack.
May 23, 2026
Three signals your B2B SaaS marketing budget is funding the wrong half of the funnel
Most B2B SaaS teams fund the half of the funnel their attribution dashboard can see and underfund the half it can't. Three signals you're on the wrong side of the flip, the AI-native rebuild of Walker's demand-creation framework, and a 30-day on-ramp. Series A (AI-Native Demand Creation), post 1 of 4.
May 20, 2026
How AI-native growth teams build a self-improving content engine
Most companies bolt AI onto an old workflow and call it productivity. The reframe: redesign the workflow as a recursive five-layer loop that gets smarter every Friday — sensor, policy, tool, quality gate, learning mechanism. Here's the loop we run this blog through.
May 18, 2026
Why AI companies are starting to kill their own SaaS products — and how to tell if yours is next
At least one AI tool in your stack won't exist in its current form 18 months from now. The company is doing one of three things — rebuilding from scratch with the agent doing the work directly, getting quietly absorbed into a larger platform, or falling behind by bolting AI features onto older software. The careers page tells you which, months before any press release. Five-minute audit at the end.
May 16, 2026
AI-native acquisition: the three things changing for every company
A founder I work with sat down with last quarter's attribution data and spent two days trying to explain why three of her five biggest deals had "direct" as the source. The dashboard wasn't broken — the buyer's journey moved. Three structural shifts in acquisition that AI didn't cause but exposed, with the test for whether your stack is on the right side of each.
May 13, 2026
Auto-tuning is not experimentation. It is the discipline AI-CRO vendors are selling around.
Two DTC brands run CRO for three months. One turns on an AI vendor across hero, PDP, cart, and checkout; the dashboard shows compounding lifts. The other runs eight customer interviews, finds one bad piece of copy, fixes it, and moves the same number in a single week. Both 'did CRO.' Only one ran the discipline auto-tuning vendors charge to skip.
May 12, 2026
Your AI marketing agent is reading whatever broke last quarter
A loyal customer called support twice last week and waited 38 minutes for a callback. Your email tool doesn't know — so the AI agent sitting on top of it just sent her the win-back discount. The agent didn't get it wrong; the data it could see was wrong. Before you point an AI at your marketing stack, run the audit that's upstream of the install.
May 11, 2026
Micro Agency. The category just got named — and it’s the shape we’ve been building toward.
Rize published the Micro Agency Playbook — five tenets that read like a checklist someone wrote after watching the same shape emerge across Every, Crosby, Pace, Butler/Till, and the Forward Deployed Engineer pattern. None of these companies set out to be a Micro Agency. They just kept making the same architectural choices. Leanboat is a Micro Agency for consumer and software brands.
May 9, 2026
Bad delegators make bad AI operators. The single best predictor of whether your AI rollout works.
Two operators on the same team, same model, same brief, ship wildly different output. The gap is not prompt-craft. It is delegation discipline — the ability to write down what you are thinking cleanly enough that another person, or an agent, can act on it. Here is how to spot a bad delegator before the AI install.
May 6, 2026
The conversion floor. AI growth shows up in margin only when the funnel converts.
AI on top of paid acquisition compounds whatever the destination already does. If the funnel converts, the lift is real. If it does not, AI just makes the leak faster. The CRO install we run before — or alongside — the rest.
May 5, 2026
Time back. The first AI install most teams should run.
Deep-dive on box 1 of the AI-Native Foothold framing. The senior person's most repetitive five hours a week, automated. 30-day install, real math, predictable failure modes named upfront.
May 5, 2026
Faster response. What "AI in customer support" actually looks like.
Deep-dive on box 2 of the AI-Native Foothold framing. AI handles the first response on customer queries, sales leads, and internal questions. Humans handle everything else. The line is sharp on purpose.
May 5, 2026
Institutional memory. Turning what's in your team's heads into a base.
Deep-dive on box 3 of the AI-Native Foothold framing. Turn what lives in your team's heads into a queryable system before someone leaves. The slowest install to feel and the one that compounds the most.
May 5, 2026
Quality floor. AI as a second pair of eyes on every piece of work.
Deep-dive on box 4 of the AI-Native Foothold framing. AI between the junior output and the senior reviewer. The bottom of the team's output rises to meet the top; the senior person catches what only they can.
May 4, 2026
You want AI in your company. Start with one of four jobs.
Most owners want AI in their company. They cannot articulate where it fits. Generic training does not fix that. There are four jobs that pay back in 30 days. Pick one. Install it. Then pick the next.
May 3, 2026
Your AI agency is probably AI-painted. Here's the test.
Five questions to run on the next agency that pitches you AI. AI-painted agencies fail multiple questions in a row. AI-native agencies pass all five with specifics. About 30 minutes of the prospect's time.
May 2, 2026
One marketer is doing the work of five. Here's the actual stack.
The published 5x marketer numbers are real. What gets skipped is the three-layer stack underneath — research, methodology, process — that has to all be present for the math to work.
April 30, 2026
Your retention loop is open. Here's what it costs you.
Most retention programs run as open loops — work goes out, metrics come back, the system never improves between attention. Closing the loop is now possible at small-brand scale. Here is what changes when it happens.
April 28, 2026
The AI-native marketing team. What it actually looks like.
Six independent publications now describe the same shape for an AI-native marketing team — three roles plus AI agents underneath. The framework is right at one scale and wrong at another. Here is both.
April 26, 2026
We're an AI-native agency for consumer and software brands. Here's what that means.
The category exists now. Six months ago AI-native agency was a thesis; today there are published exemplars and a documented playbook. We are an AI-native agency for consumer and software brands. Here is what that actually means.
April 25, 2026
Use AI for things only you can say. Stop using it for things anyone could say.
The rule for every piece of content we ship: use AI to move faster around things only you can say. Don't use it to produce things anyone could say. Lily Ray has watched 20–30 sites lose traction in three months ignoring this rule.
April 24, 2026
Agentic media buying is the real AI play. Ad copy is the distraction.
Most agencies pitching AI in paid are pitching the wrong AI. Ad copy variations are the small play. Agentic media buying that closes the loop between bid, creative, audience, and outcome is the architectural shift.