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Paid media
I run the campaigns. You see the plan before a dollar goes out.
Meta and LinkedIn, run by me in your account. I check the tracking, bring you the strategy and creative for approval, then work back from the launch date we set together.
What changes
If you can't tell what the ads produced, we start there.
We're spending money, but what are we getting for it?
The work
The tracking gets audited and rebuilt first. Pixel, Conversions API, GA4, the events that actually mean money. Then the account is rebuilt around what the tracking shows, by me, in the account: structure, audiences, creative tests, budgets that follow results.
What comes back is a number and the reason behind it, not a dashboard screenshot.
Human outcome
You can see what happened in the account, what the numbers support, and what I'm changing next.
- Meta: Facebook and Instagram
- Snapchat
Spending under $10,000 a month on ads? A direct management retainer is probably the wrong fit. I'll tell you what I'd do instead.
By platform
Where I run ads, and why
Facebook and Instagram. The core. Local services, real estate, consumer brands, nonprofits with a donor base. The platform where a $1,000 month can move a rental portfolio, and where most accounts I open are running on a boosted post and a pixel that fires on the wrong page.
What I do: campaign structure built around one outcome, audiences tested against each other rather than stacked, several creatives running so the data picks the winner, budgets that follow results with a pacing alert before an overspend. Every listing ad or launch ad is created paused and reviewed before it spends.
- Objectives run
- Leads, traffic, conversions, awareness for program launches
- Proof
- $0.10 cost per link click across 61,605 clicks on one account
- Ad ops
- Created paused, approved, then live. Nothing spends without a person.
B2B demand generation. Expensive per click, unmatched for reaching a title at a company. Right for professional services, B2B software, and anyone whose buyer is a role rather than a person scrolling at night.
What I do: brand and demand campaigns split on purpose, budgets pinned to lifetime caps with pacing alerts, and a QA pass that reads every budget back from the platform after a change. On one global program I ran, that read-back caught mis-set budgets before they drove a month of wrong pace.
- Objectives run
- Lead generation forms, website conversions, brand awareness
- Scale run
- Eighteen campaigns across five markets on one program
- Control
- Lifetime budgets, 150 percent pacing alerts, read-back QA after every edit
The part that happens before any of the above. Google Tag Manager, GA4, the Meta pixel and Conversions API, and the reconciliation between what the platform reports and what your own sales data says. Every account I have picked up in the last year needed this before it needed strategy.
What I do: audit what fires and what it is worth, rebuild the events that mean money, then reconcile the platform's count against the register. When a purchase feed silently stops, as one did for eleven days on an account I run, this is how it gets caught.
- Tools
- GTM, GA4, Meta pixel and CAPI, LinkedIn Insight Tag, consent mode
- Deliverable
- A written map of every event, what it fires on, and what it is worth
- Rule
- No budget moves until the tracking is trusted
Plain answer
Boosted a few posts and watched the money disappear?
Here's what changes when you run a campaign with a goal, tracking, creative tests and a budget you can account for.
| What you control | Boost a postthe blue button under a post | Run an adAds Manager, one campaign | Run a campaignwhat I do |
|---|---|---|---|
| The goal | Reach. More people see the post. | You pick: leads, sales, calls, sign-ups. | One business outcome, with a cost you agreed to per result. |
| Who sees it | Roughly your followers and people like them. | Audiences you build: location, interests, your own customer list. | Audiences tested against each other, losers switched off, winners funded. |
| After the click | Unknown. Meta reports the click, not the customer. | Tracked, if the pixel and Conversions API are set up right. Usually they are not. | Tracked and reconciled to your own sales data before anyone trusts the number. |
| Creative | The one post. | Several ads, one at a time. | Several ads running against each other, so the data picks, not the opinion. |
| Budget | A flat amount, spent. | A daily or lifetime amount. | Budgets that follow results, with a pacing alert before an overspend happens. |
Start here
Thirty days to find out what's wrong with the account.
Every new management client starts here, no exceptions. It is how you find out whether a retainer is worth it before you sign one, and it is how I find out whether I can help.
- Day 7
Tracking and account audit
Every event, what it fires on, and what it is worth. Wasted spend quantified in dollars, not adjectives.
- Day 14
Tracking fixed and verified
The events that mean money rebuilt and reconciled against your own data. Restructure plan approved.
- Day 30
Rebuilt structure live
The account restructured around what the tracking shows, a 90-day roadmap, and a baseline you can put in front of a board.
Start with a tracking and account review.
The $3,500 Foundations Sprint checks tracking and spend, rebuilds what needs fixing, and leaves you with a 90-day roadmap. Book a free call to discuss the scope.