We build software. Run it. Publish what we learn.

A combination of 20+ years of technical experience and business know-how acquired through owning and running ventures fueled by Google Ads and Analytics.

D²Data-Driven

CECost-Effective

BLBottom-Line

/DEH-si-bel/

Marty Paukstys, the founder of D2CEBL, has been operating his own businesses for over 20 years. He studied computer science, and for the last several years has been building and operating software products. The work spans product development, data, AI, automation and marketing, usually all at the same time.

Marty Paukstys on LinkedIn

Latest studies

All studies

Case study

Published October 26, 2026

Simpler RAG architecture: more accurate, faster and cheaper

As evidenced by the recent rebuild of our Stoic Q&A app, less is often more. A simpler architectural structure and RAG tech stack resulted in much more accurate answers, although the LLM was switched as well: from Gemini 2.5 Flash to Gemini 3.5 Flash‑Lite. Median response time fell from 12.6 s to 4.6 s, and LLM cost from $7.23 to $3.72 per 1,000 answers. Although this study cannot establish which changes, and exactly how much, contributed to the app’s overall better performance, simpler architecture and tech stack may be the way to go. It’s also worth experimenting with newer - and often cheaper - LLMs to find the best balance between cost and performance.

Published October 26, 2026

Experiment

Published October 5, 2026

LLM as a judge: GPT‑6 Astra vs. GPT‑6.1 Sol

GPT‑6.1 Sol cost 76% less than GPT‑6 Astra to grade the same 900 question pairs, and took about the same time: 62.7 s per review vs. 61.0 s. Both matched Claude Opus 5.5’s factual verdicts 98.1% of the time. On pass/fail judgment, Astra agreed with Opus 94.4% vs. Sol’s 93.6%.

Published October 5, 2026

Experiment

Published October 3, 2026

Hosted vs. local LLM: Gemini 3.1 Flash‑Lite vs. Gemma 4 E4B

Gemini 3.1 Flash‑Lite wrote complete, usable question sets for 90% of 300 childcare providers, grounded in official state inspection records processed by DaycareFacts.com. Gemma 4 E4B with thinking on, run locally on a Mac Mini (M4 Pro, 24 GB RAM): 73%, and with thinking off: 65%. Gemini was also substantially faster, with 1.81 s per set vs. 7.45 s and 4.64 s, respectively.

Published October 3, 2026

Projects

Four live projects, with several more under development.

SeniorLivingFacts

Senior-living regulatory and inspection records analysis

Records: 70,453
Facilities analysed: 8,392
Deficiencies processed: 43,126
Last updated: September 1, 2026

DaycareFacts

Childcare safety, licensing, cost and inspection information analysis

Records: 381,493
Facilities analysed: 54,760
Deficiencies processed: 248,851
Last updated: August 22, 2026

AskHeyBoss

An intuitive business knowledge-base building and search tool

Median response time: 1.57 s
LLM cost per 1,000 questions: $0.46
Questions handled correctly: 86%

Measured in our RAG experiment on a 736‑page Ford F‑150 manual

TurboSpin

Pickleball session scheduling and management

Status: Recently launched — fully functional

20+ years of paid search and Google Analytics

Owning a business and managing its paid search on top provides a different perspective than running paid search campaigns for your clients. Cost-effectiveness and bottom-line results become much more relatable.

64,009

Leads

$9,167,785

Sales

716%

Return on ad spend

$1,281,235 Google Ads spend · 40.04% conversion rate · $19.97 cost per lead · 13.98% advertising cost

Read the study

What D2CEBL can do for your business

AI is a powerful tool, but not everyone needs it. Not all businesses are the same, and AI is not always the right solution to every problem.

Understanding your business

Each business is different. Proper understanding is essential for any optimization.

Software and process evaluation

A review of your business processes, coupled with software evaluation and its usage.

Recommendations

A solution tailored to your business — with or without AI tool implementation.

Possible outcomes

Process redesign
Data and analytics
Automation
Marketing and sales optimization
Conventional third-party software
Custom software development
New or redesigned website
AI, if it fits your goals
Better use of tools you own
Less technology

“I will not sell. I don’t want your business unless you think I can help yours.”

Marty Paukstys, founder of D2CEBL

30 minute conversation to see if we are the right fit

Bring a problem

No pressure. Ever.