Search, Shopping and Performance Max — then the landing pages, tracking and conversion work behind them.
Buying media is easy. Buying it smart, and making the funnel earn it back, is the job.
Full-funnel management
Media buying settles what you pay for attention. The funnel settles what that attention is worth. I own both.
01
Query
Which intent you bid on, and which you refuse to pay for.
02
Ad
Earning the click without overpaying the auction for it.
03
Landing page
The nine seconds that decide what the whole account returns.
04
Cart
Friction, shipping surprises and second thoughts.
05
Signal
Feeding the real result back so bidding learns from revenue.
Stages 01–02 · buying it smart
Google's job is to spend the budget. Deciding what it is allowed to buy, and what counts as a result, is mine.
A real account, eight weeks. Daily budget raised roughly threefold in the shaded window — revenue never left its normal range.
Stage 03 · after the click
An e-commerce brand running Search and Shopping. Budget, bids, keywords and ads all left exactly as they were. The only thing that changed was the page the traffic landed on.
2.2×Conversion rate, same spend
Dry Food
$ —
★★★★★
matches 2 of 5 words searched
Grain-free dry dog food — 4 kg
For dogs that react to the usual proteins.
$ —
matches 5 of 5 words searched
★★★★★ reviews
✓ Below the fold is proof — the case was already madeFull site menu on a page you paid to land on.
Brand mark and a delivery promise. Nothing competes with the one action.
A generic product title answering two of the five words searched.
The search repeated back word for word, with the reason on the next line.
Four sizes and a quantity box, before any reason to buy has been given.
One size, one button. The choice moves to after the commitment.
The argument for the product sits in a collapsed tab further down.
The argument lands before anyone scrolls. Below the fold is reinforcement.
Wireframes, not screenshots — brand marks, imagery, URLs and identifying copy removed.
Then, and only then, scale
Shopping campaign running on rebuilt product pages, first three months. Spend and revenue climbed together rather than trading off, because the pages could carry the extra traffic.
2.17×Return on ad spend, three months
Growth almost always sits in the same two places: media buying kept under control, and a product page tailored to the specific query that brought someone there. Neither one scales without the other. Spend harder against a page built for everybody and you only lose money faster.
In their words
”
Quote goes here. Best ones name the problem before, the number after, and what working together was actually like.
NameRole, Company
”
Second quote. Ideally from a different vertical to the first, so a reader recognises their own situation in one of them.
NameRole, Company
”
Third quote. A short one works — two sentences that sound like a person, not a marketing department.
NameRole, Company
A free teardown of the campaigns, the tracking and your top landing pages. Written up, and yours to keep either way.
What you're actually hiring
Media buying and conversion work usually sit in different companies, pointing at each other when the numbers slip. Here there is no handover to lose things in — the person buying the traffic is the person answerable for what it does.
Media
Search, Shopping, Performance Max and Demand Gen built around your margin, not around impression share.
Experience
Landing pages, product pages and checkout flows rebuilt where the money is quietly disappearing.
Measurement
Half of underperforming accounts aren't underperforming. They're mis-measured, and the bidding algorithm is learning from it.
Catalog
For stores, the feed is the campaign. Most Shopping accounts are capped by data quality long before bidding.
How it runs
Nothing new gets launched into an account that can't tell the truth about what already happened. This is the order, and it doesn't change.
Week 1 · free
Account, analytics and your five highest-spend landing pages, reviewed properly. You get the findings written down whether or not we work together — including the ones that mean you don't need me.
Weeks 2–4
Tracking corrected first, then the single biggest leak in the funnel. No restructures, no new campaigns, no clever ideas until the data underneath is honest.
Month 2 onward
Page rebuilds and offer clarity, run as a queue of ranked hypotheses. One meaningful change at a time, held long enough to read. Losers get reverted and written up.
Ongoing
Budget follows proven cost per acquisition into new campaigns, new markets and new products. You get a monthly call that's a decision, not a slide deck.
Where AI earns its keep
AI is genuinely good at the parts of this job that are volume work: reading everything, clustering it, and telling you what changed. It's not good at deciding what to do about your business.
Models draft. I decide. Nothing ships to a live account because software suggested it — and you'll always be told which is which.
Before you write
Start here
Tell me what's not working and share read-only access when you're comfortable. You get a written review of the account, the tracking and the top landing pages.