Paid acquisition, measured all the way to booked work
I work with a small number of clients at a time, on a fixed fee. Not a percentage of your ad spend — that model pays me more when you spend more, which is the wrong incentive to hand the person managing your budget.
Entry point: a $200 USD audit, credited back if we go ahead. Ongoing management is quoted per case.
What I do
Google Ads with intent kept separate
Someone comparing prices and someone ready to book are not the same search, and they should not share a budget.
Tracking to the booked job
GA4 and conversions set up so the number you check is work booked, not form fills. A lead that never showed up is not a result.
The enquiry reaches a phone, not an inbox
Under a minute, with the name and what they asked for. If they go quiet, the follow-up goes out without anyone remembering to send it.
Who I work with
Five sectors I have actually worked in — not a list of everything that exists. The common thread: a customer is worth enough to be worth chasing, and the decision is not made on the first click.
Real estate
Two different clients who cannot be handled the same way. In the US, independent agents who need listings of their own instead of depending on whichever portal is charging for leads this year. In Mexico, developers selling pre-construction, where the work starts months before there is anything to show.
Auto detailing and high-ticket local services
Local businesses with a real ticket and a calendar to fill. The work here is different: less content, more precision in the campaign — and above all, response speed. In this sector whoever answers first is usually whoever closes.
Dental clinics treating patients from abroad
Dental tourism specifically, not medical marketing in general. A treatment worth several thousand dollars justifies sustained spend, and the decision cycle is long: someone flying to another country to have work done researches for weeks. That is won with content and follow-up, not with the highest bid.
Independent lodging
Small hotels, boutique properties and hostels — not chains. I came out of a large hotel group: what takes twenty people there, one person can run here with the right system. The goal does not change — direct bookings instead of handing the commission to the platform.
Companies with several business units
I come in as an outside consultant to audit the marketing function: what is being spent, what is being measured wrong, and what work is still done by hand that should not be. The output is a prioritised plan. I do not replace your team — I leave it working.
How I work
Five rules I do not bend, because each one is a bill someone already paid.
- Measure first, spend second. Tracking goes in before any campaign turns on: where each enquiry came from and what happened to it. Reconstructing that three months later is not possible.
- One market and one language per campaign. Mixing local and international audiences in the same campaign lets the one that pays off sooner eat the other one's budget — and you never learn which was working.
- The enquiry reaches a person, not a mailbox. The form is wired to an immediate alert. There is no point generating enquiries that sit for hours before anyone replies.
- Search terms get reviewed by hand. It is the boring part and it is the part that moves cost. On a pilot of my own, rewriting ads and cutting searches that did not apply brought cost per conversion down to a seventh of what it was.
- At the end of the month there is a number. What each customer cost, and whether that fits your margin. If it does not fit, I tell you.
How to start
Three steps, in this order. Nobody skips the first one.
Acquisition audit
I review your account, your tracking and your funnel, and tell you with numbers whether what you are doing is profitable and which lever to pull first. If the conclusion is that you do not need me, I tell you that too.
Monthly management
Campaigns, measurement, CRM connected and an immediate alert on every enquiry. Fixed fee: if I get the same result on less spend, I earn the same.
SEO with links from newsrooms I own
I run several real news outlets. I can place editorial links in them — which is not something you buy, it is something built over years. Quoted separately.
What is included — and what is not
Included
Campaign build and management · conversion tracking that survives an audit · follow-up automation · a monthly read of what actually happened, in plain language.
Not included
Organic social media management · ad spend, which you pay directly to the platform on your own account · anything that needs a paid tool, quoted separately and billed to you by the vendor.
Who I am not a fit for
- Businesses where a customer is worth very little and you would need enormous volume for ads to pay off.
- Anyone shopping purely on price. The fee is fixed and it does not compete at the bottom.
- Anyone hoping marketing will fix a phone nobody answers. That gets solved inside the business first.
- Local businesses in markets where nobody is searching for what you sell. If the volume is not there, SEO is not the lever, and I will say so before you pay for it.
The audit is the way in
Paid, written, and yours to keep. If what it finds does not justify hiring me, it says so.
See what the audit covers Other ways to reach me →