Services
Three things, and a clear line around what I don't do.
A small roster, so accounts get worked on weekly rather than checked on monthly. Engagements are monthly retainers scoped to account complexity and spend, agreed before any work starts.
01 · Ongoing management
Account management
Full ownership of Google Ads and Microsoft Advertising — the day-to-day work plus the strategic calls that most agencies defer.
- Structure and coverage. Campaign architecture built around unit economics rather than around what's easy to report on. Repair and replacement, or prospecting and retention, don't belong in the same campaign when their margins and seasonality differ.
- Bidding. Moving from target CPA on lead count to target ROAS on imported revenue, once measurement supports it. Bidding to the thing you actually get paid for is the single highest-leverage change in most accounts.
- Shopping and feeds. Feed quality is usually the constraint on Shopping performance, not bids. Title structure, attribute coverage, and exclusion rules for products that don't deserve spend.
- Microsoft as a margin channel. Not a mirror of Google. Cheaper clicks, less competition, and a distinct audience — treated as its own account rather than a copy-paste.
- Reporting. Monthly, tied to revenue and pipeline. Written, not a dashboard link. If a number moved, you get the reason, including when the reason is that I was wrong about something.
02 · One-off engagement
Audits and second opinions
A written read of an existing account. Useful whether you're evaluating an agency, considering bringing paid search in-house, or trying to work out why performance has drifted.
- Measurement integrity first. What's double-counting, what's missing, what's firing on the wrong event. Nearly every account I've audited had at least one conversion action quietly inflating results, and every optimization decision downstream of that was made on bad data.
- Wasted spend, itemized. By campaign, with the specific queries, placements and products responsible — not a percentage estimate.
- Platform exposure. Which of the pending migrations affect your account, and on what date.
- Competitive position on your highest-value terms, from auction insights and public evidence.
The first audit is free, and it isn't a sales call.
Most agencies open with a capabilities deck. I'd rather show the work: a written teardown delivered before there's any commitment on either side. If it's useful and we work together, good. If you take it to your current agency and use it to hold them to a higher standard, that's a fine outcome too.
03 · Time-boxed project
Migration work
Getting an account through the 2026–27 platform changes without losing history, bidding control, or budget. Scoped as a project with a defined end, not an open retainer.
- Offline conversion imports. Wiring closed revenue from your CRM back into the ad platforms so bidding optimizes to money rather than to form fills. This is the advantage a competitor can't outbid, and it's the work most accounts never do.
- Baseline preservation. Exporting the reporting history that migrations discard — several of the pending changes drop performance data that cannot be recovered afterward.
- Controlled rollout. Platform experiments rather than flipping settings account-wide and hoping, so there's a counterfactual to read results against.
Scope
What I don't do.
Worth saying plainly, because a consultant who claims everything is telling you what they think you want to hear.
SEO
Different discipline, different skill set. I'll tell you when your problem is organic rather than paid, and I'd rather do that than sell you something adjacent.
Creative production
I write ad copy and structure assets. I don't produce video, design landing pages, or build sites.
Paid social
Meta and TikTok are their own craft. Plenty of people do them well; I'm not one of them.
How it works
The commercial terms, up front.
- You own the ad accounts. Always. I request access through my manager account and hold access, not the asset. If we stop working together you keep everything, including the history — nothing is deleted or transferred.
- You pay the platforms directly. Your card on your account. Ad spend never routes through me, which keeps your money out of my business and my invoices honest.
- Spend authority is capped in writing. A monthly ceiling I can't exceed without your written approval.
- Thirty days' notice, either direction. With a defined offboarding: access transferred, documentation handed over, nothing removed.
- No guaranteed CPA or ROAS. I control inputs, not the auction, your pricing, or your site.