I buy data,
not promises.
Most ads don’t fail because of targeting. They fail because of the message. And that message has to come out of real conversations with real buyers, not an AI-scraped persona. I run Facebook, Google and YouTube alongside SEO, as one system, and I report the number that actually tells you whether to keep going: your true cost per lead and your true cost per sale.
Facebook, Google and YouTube ads run alongside SEO. One system, one scoreboard, not four siloed teams with four siloed stories about why the month went the way it did.
Revenue promises. My job is finding your true cost per lead and cost per sale so you can make an informed call. Turning that into money is the offer’s job, and I’ll tell you if the offer isn’t ready.
Of the copy comes out of recorded conversations with people who actually bought, and people who walked. No invented personas. No borrowed pain points.
The real problem
Most ads don’t fail where everyone says they fail.
When a campaign dies, the algorithm takes the blame. The targeting takes the blame. The platform takes the blame. Those are the easiest things to point at and the least likely to be the cause. The lever almost nobody pulls is the offer and the words wrapped around it.
What gets blamed
- The algorithm changed
- The audience is saturated
- iOS killed the tracking
- We need a bigger budget
What’s usually broken
- The message was written from a guess
- The pain named isn’t a pain anyone feels
- Paid and organic are fighting each other
- Nobody knows the true cost per sale
The method
Four steps, in this order, every time.
The order matters more than any single step. Spend before conversation is just paying to find out what a phone call would have told you for free.
Conversations
Before a dollar moves, I talk to people who bought from you and people who didn’t. Real calls, recorded. That’s where the language lives.
Pain testing
Then I test what we heard. “Reduces overwhelm” isn’t a pain point. It’s a phrase. If the market rejects it, we found an ugly baby early, and that’s a win.
Spend to learn
Structured, deliberate, built so every dollar buys a piece of information. Scale comes after the message proves itself, not before.
The honest report
True cost per lead. True cost per sale. What I’d do next and what I’d stop. If the math doesn’t math, you hear it from me first.
What I run
Two halves of the same engine.
Paid ads
Facebook, Google and YouTube. Bought on a tested message, structured to learn, reported on true cost per lead and cost per sale rather than impressions and vibes.
Paid ads →SEO
The half that compounds. Technical, local and content work built from the same customer conversations, so your organic pages argue the case your ads already proved.
SEO →If it doesn’t make dollars, it doesn’t make cents.
the whole filter, applied to every recommendation
Fit
I’d rather tell you no early.
This is built for
- Course creators with a real offer and real buyers to talk to
- Local service businesses who need the phone to ring in a specific postcode
- Marketing agencies who want paid and organic run as one system, not two invoices
- Anyone tired of vague reporting and vaguer promises
This is not for
- Ecommerce and DTC brands. Not my lane, and I’ll say so
- Anyone who wants a revenue number promised up front
- Teams who won’t let me talk to their customers
- Anyone looking to run ads instead of fixing the offer
Tell me what’s broken.
Send me the account, the spend and the thing that isn’t working. You’ll get an honest read on whether paid, organic, or the offer itself is the problem, even when the honest read is that you don’t need me.