The problem with most paid media
Most ad accounts I audit are optimized for the wrong thing. The platforms report healthy ROAS, the agency report is green, and yet revenue hasn’t grown in line with spend. The causes repeat: conversion tracking that double-counts or misses sales, campaigns optimized for cheap leads rather than good ones, and creative that hasn’t been refreshed in months.
I manage paid media against the number your business actually runs on — revenue, qualified pipeline or contribution margin — and treat platform metrics as steering inputs, not the scorecard.
How I manage paid media
1. Fix the signal first
Ad platforms optimize toward whatever conversions you send them. I implement server-side tracking, Meta Conversions API, Google Enhanced Conversions and offline conversion imports from your CRM, so the algorithms learn from real sales and qualified leads instead of form fills and page views.
2. Structure around the business goal
Account structure, bidding and budgets are built around your margins and sales cycle. For ecommerce that means new-customer acquisition and contribution margin; for B2B it means qualified opportunities, not cost per lead.
3. Test creative on purpose
On social platforms, creative is the biggest lever you control. I run a structured testing framework — angles, hooks, formats and offers — on a fixed cadence, and document what wins so each round starts from evidence rather than opinion.
4. Match the landing page to the ad
Paid traffic sent to a generic homepage wastes budget. I build or brief landing pages that match each campaign’s audience and intent, and feed the results into CRO testing.
5. Decide weekly
Every week: what to scale, what to pause and what to test next — based on blended results across all channels, not each platform grading its own homework.
Platforms I run
- Google Ads — Search, Performance Max, Shopping, YouTube and Demand Gen.
- Meta — Facebook and Instagram prospecting, retargeting and Advantage+ campaigns.
- LinkedIn — account-based targeting, lead gen forms and thought-leader ads for B2B.
- TikTok — Spark Ads and creator-led creative for consumer brands.
How the engagement is set up
You own the ad accounts, the pixels and the data — I work inside them with admin access, so nothing is lost if we stop working together. I charge a flat monthly fee rather than a percentage of spend, which means my advice on budgets is never tied to my income. Most engagements start with a one-week Growth Audit that covers the ad accounts and tracking, and its cost is credited if we continue.
Who this is for
- Ecommerce and DTC brands spending on Meta and Google that need profit, not just revenue.
- B2B SaaS and service companies whose paid leads don’t turn into pipeline.
- Companies leaving an agency that want senior hands on the account and transparent reporting.
Who this is not for
- Businesses hoping ads will fix an offer that doesn’t sell — that’s a positioning problem, and paid media only makes it more expensive.
- Anyone looking for the cheapest media buyer. This is senior ownership of spend, not volume execution.