How I Operate
I build acquisition infrastructure for founders scaling eCommerce, healthcare/medspa, B2B SaaS, and high-intent lead gen. Not as a vendor. Not as a campaign manager. You get predictable, compounding ROAS — because I fix tracking, audit Performance Max, and build first-party data systems before scaling spend.
10+ years. $550M+ attributed revenue. 50%+ average CPA reduction across verticals.
What I Own
Tracking & Measurement (The Foundation)
Your campaigns are only as good as your data. I set up conversion tracking that actually works: server-side implementation, offline import, enhanced conversions, and GA4 validation. This isn't optional — it's the floor. Without it, you're flying blind.
Performance Max Architecture
PMax is Google's future, but "set and forget" kills budgets. I structure focused asset groups with strong audience signals, build downside protection into every campaign, and audit for redundancy that bleeds money. The goal: predictable baseline ROAS with explosive upside once systems lock in.
First-Party Data as Your Moat
Platform deprecations, algorithm changes, iOS updates — they're coming. I build your shield: Customer Match audiences, consent-based customer data, CLV/profit signals, and offline CRM integration. This data stays yours and compounds over time.
Budget Discipline & Scaling Logic
I don't burn your money testing random things. Every dollar has a reason. I scale what works, pause what doesn't, protect downside before chasing upside, and give you clear signals for when to double down. Your ROAS trend matters more than your peak ROAS.
Founder-Focused Reporting
You get: actual spend, tracked revenue/pipeline, true ROAS/CPA, data quality health score, and month-over-month trajectory. No inflated dashboards. No vanity metrics. Just what matters — so you know exactly where budget is flowing and whether systems are compounding.
What I Do Not Do
- Push buttons without fixing structure. I don't run campaigns on broken tracking or weak signals. Foundation first, scaling second.
- "Set and forget" Performance Max. These campaigns leak budget through redundancy, weak audiences, and misaligned asset groups. If it's on, it's monitored and audited.
- Chase vanity metrics. Pretty dashboards, impressions, reach, engagement — these are distractions. Real metrics: ROAS, CPA, pipeline velocity, data quality.
- Weekly reassurance calls. I report clearly and early. If something is broken, you hear about it immediately. If results are tracking, you see the trend.
- Work with teams avoiding hard conversations. If your tracking is incomplete, your data is messy, or your first-party audience strategy is weak — we address it head-on. No lip service.
How Decisions Are Made
Every decision starts with data. If the data is bad, we fix it first. If it's clean, we use it to architect systems that compound.
The sequence:
- Audit and fix conversion tracking and first-party data readiness
- Architect Performance Max with focused asset groups and strong audience signals
- Build downside protection into budget allocation
- Scale upside once systems are proven stable
- Report clearly on whether the infrastructure is compounding
If something is broken — PMax redundancy, incomplete offline conversions, weak consent modeling, GA4 misconfiguration — it gets fixed directly and early. No technical debt. No workarounds.
Who This Is For
You're a good fit if:
- You're a founder or owner who wants predictable, high-ROAS acquisition systems — not constant campaign tweaks and heroics
- Your business spends $10K+/month on paid acquisition and needs clean tracking + first-party data to scale profitably
- You're in eCommerce, healthcare/medspa, B2B SaaS, legal, finance, or home services and value technical depth + vertical expertise
- You understand that systems (not heroics, not tactics, not vanity) create sustainable, compounding growth
- You're willing to invest in proper tracking infrastructure because you know it directly impacts cash flow
You're not a fit if:
- You want tactical execution or low-level campaign management (that's vendor work)
- You're unwilling to invest in proper tracking infrastructure and first-party data strategy
- You need constant hand-holding or prefer hype over honest performance reviews
- You're optimizing for optics or short-term vanity metrics instead of long-term compounding systems
Vertical Depth
- eCommerce & Retail: Ebike/sporting goods (60x peak ROAS), furniture (260% conversion lift), security equipment (21.55x peak), computer parts (8-year relationship, $2.67M–$4M annual revenue), home goods
- Healthcare & Behavioral Health: Addiction recovery (53% CPA reduction), behavioral health (25–30% CPA improvement, 40% call volume lift), wellness centers
- B2B & Industrial: Engine manufacturing ($300K/mo accounts, 115x ROAS, $551.9M tracked), construction trades, legal services
- Hospitality & Travel: 50+ hotel brands (3.2x–5x ROAS, 28% CAC reduction)
- Home Services & Local: Plumbing, SEO agencies, lead gen
Next Step
If this resonates — if you're thinking about how broken tracking or weak first-party data is holding you back — let's start there.
The conversation: "What does your tracking infrastructure actually look like, and where are the gaps?"
That question changes everything.