Strategy
Strategy isn’t about doing everything. It’s about doing the right things — in the right order.
They're systems problems.
Strategy is what connects the pieces — so the pieces can do the work they're supposed to do.
Most "strategy" ends in a drawer. Ours ends in a dashboard. Before we run ads, design pages, or build automations, we figure out why your last ones didn't work — and design the system that fixes the cause, not the symptom.
The order is the strategy
Every step exists because the one before it makes it work. Skip ahead and you pay for reach you have not earned yet. This is the sequence, and roughly where most businesses sit when they call me.
Nothing downstream works if the destination is weak. Traffic to a bad site is money spent proving you are not ready.
Google Ads bids on people already searching, and you lose that auction until you have the reviews and history to justify the click. Meta lets you build trust visually before anyone is looking for you. The aim is to end month one with the website, Google Business Profile and Meta all connected and ready.
Month three is refinement — driving cost per lead down, finding the winning creatives, killing what is not working. But this is also where most engagements quietly fail, and it is almost never the ads. Depending on the industry a lead costs somewhere between $15 and $50. You paid for that person, and they gave you permission to be contacted because they have a problem you can solve.
No lead form closes anyone. The video earns the click and the speed earns the conversation, but the call is yours. They would not have submitted it if they did not have the problem — at that point it is on you to be someone worth working with.
Once leads are landing and closing, the constraint moves from demand to handling it. Usually two to three weeks after the campaign launches.
Google Ads is worth turning on once you have roughly 25–30 reviews. Fifty is the number where Google really starts pushing you. Before that you are bidding against businesses with more proof than you and paying for the privilege.
People get frustrated when a step takes time. I would rather you know exactly what you are walking into and commit long enough for it to work, than expect a thousand dollars to buy a business you never have to touch.
The Process
Same process whether you're a one man service business doing $10k/mo or a global e-commerce brand doing $70k/mo. The scale changes. The methodology doesn't.
Not a big fan of reading? (this might be easier)
Pull every system — ads, site, tracking, CRM, content. Find what works, what's broken, what's hiding in plain sight.
Identify the root cause. Most "marketing problems" trace to one or two structural failures upstream. We name them.
Build the fix as a system, not a patch. Demand source → conversion infrastructure → feedback loop. All three or none.
Execute the plan in production. Live campaigns, real pages, instrumented tracking. We do the work, you see the work.
Build the dashboard that proves it worked. Numbers don't lie. If the system is right, the metric moves.
The part nobody wants to hear
I can build the campaigns, wire the tracking, automate the follow-up and put the lead in your pocket ninety seconds after they hit submit. It still fails if the phone doesn't ring back for two days.
You have a narrow window while you're still the thing they were just thinking about. Miss it and your text reads like spam — even though they asked for it. They've moved on, they've called someone else, or they genuinely don't remember signing up.
Speed to lead is the single highest-leverage thing most businesses can fix, and it costs nothing. It's not a marketing problem. It's an operations one — and it's the one part I can't do for you.
What actually gets built
A demand source with no conversion infrastructure wastes spend. Infrastructure with no feedback loop can't improve. They only work together.
Using SEO/Google search heat maps, we're able to see exactly where you stack up against your competitors.
What gets shipped
By having a Google tag installed on this website, we're able to see exactly how many of the leads that came in were from paid traffic, even down to the campaign.
What gets shipped
Automated review requests help convert finished jobs into public proof, strengthening trust and improving local visibility over time.
What gets shipped
FAQ
It is a brainstorming session, not a deliverable. We work out which part of your funnel is actually broken before anyone suggests a fix. I am not going to throw medicine at a problem I have not diagnosed — and the first conversation is free, because it is also how we both find out whether I am the right person for this at all. Sometimes the honest answer is no.
Segment the customer journey and follow the money backwards. The more finely you can break it into stages, the more precisely you can see where the drop-off happens. No impressions is a demand problem. Traffic that does not convert is a site or offer problem. Leads that do not become jobs is a follow-up or lead-quality problem. Jobs that do not repeat is a delivery problem. Fixing the wrong stage is the most common and most expensive mistake in marketing.
Because they only work together. You have to look credible before you spend money sending people to look at you — otherwise you are paying to be rejected. Then once the money is spent, you have to actually close what comes in. It is not really about cost per lead, it is about cost per acquisition: what it costs you to land a paying job. If your close rate is poor, you need far more leads for the same revenue, which means your margins shrink even when the ads look like they are working.
It is how fast you respond after someone enquires, and it is the single highest-leverage thing most businesses can fix for free. There is a narrow window while you are still the thing they were just thinking about. Miss it and even a well-written follow-up reads like spam. It is an operations problem, not a marketing one, and it is the one part I cannot do for you.
No. The order is the strategy — fix measurement before you scale spend, fix the destination before you increase traffic. Phasing the work is normal and usually cheaper, as long as the sequence is right.
You get flexibility an agency structurally cannot offer. They run on volume and templates, which is why you meet an account manager instead of the person doing the work. I take five or six clients, so what gets built is tailored to your business rather than adapted from someone else's — including custom solutions an agency would simply tell you is out of scope.
There is also a mentorship side to it that people do not expect. Having worked across a lot of businesses, I have a decent sense of what actually carries over — the patterns that hold regardless of industry. There is a formula to running a good business, and you pick up a fair bit of it working alongside someone doing this every day. Most clients end up sharper operators by the end, which is the part I enjoy most.
Honestly? It is also usually pretty fun. But it works best with owners who want to build alongside a consultant rather than hand the whole thing off — if you want to never think about it again, an agency is the better fit and I will say so on the first call.
That's usually the point of the first conversation. Tell me what's happening and I'll tell you where I'd look first.
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