Paid Media Consulting

Account structure, testing and scaling, budget pacing, and reporting you can reconcile against Shopify. Prospecting and retargeting architecture, Advantage+ and catalog ads, partnership and creator ads. Most accounts I take over need the structure simplified before they need more budget.

Roofing, HVAC, plumbing, cleaning, junk removal, remodeling, cabinetry. Anyone whose business runs on booked appointments rather than checkouts. The trap in this category is optimizing for cheap leads, which gets you a pile of cheap leads. I tune against what happens downstream: the appointment that was actually held, the call that got booked, the job that closed. That means wiring your scheduler or CRM back into Meta so the platform learns from real outcomes instead of form submissions.

Targeting stopped being the differentiator a while ago. Volume and angle variation is where accounts win now. I write the briefs, direct the concepts, brief your designers and editors, and tell you which of your ads is carrying the account and which one you are emotionally attached to. Includes AI-generated static and video where it holds up, and UGC direction where it does not.

Server-side tracking, the Conversions API, event deduplication, UTM discipline. If Ads Manager says you did $40,000 and Shopify says you did $26,000, one of them is wrong and every decision downstream is a negotiation about whose dashboard to believe. Most of the accounts I take over are optimizing against numbers nobody has reconciled.

Search, Shopping, Performance Max and YouTube, usually running alongside Meta. The first thing I check is branded versus non-branded, because branded search is where paid media takes credit for demand that something else created. If half your Google revenue is people typing your own name, that is not acquisition, and the reporting should say so. YouTube is the one worth talking about separately: it is a demand-generation channel wearing a search platform's clothes, and the creative that works there has more in common with your Meta video than with anything else in the Google account.

Everything is downstream of conversion rate. Double the rate at which your page converts and you have halved your cost per acquisition without touching a bid, a budget or an audience. And yet people spend weeks inside Ads Manager hunting for an answer that is sitting on the page they are sending the traffic to. The landing page is arguably the most important part of the funnel and it is the part almost nobody owns: the media buyer says it is the client's, the client says it is the developer's, and it does not change for a year.

I build and edit them directly. Shopify sections and theme work, WordPress pages, offer and price testing, site speed. I have been writing PHP and MySQL since long before I was buying media, so this does not turn into a ticket for a developer who has never seen the campaign.

More on why: Everything Is Downstream of Conversion Rate

A written read on what is working, what is broken, and what I would change in what order, with a live call to walk through it. Yours to keep and run yourself if that is the outcome you want.