// Growth systems · traffic to revenue
Somebody decides what your marketing is worth.
It should be your revenue.
Your ad platforms know clicks. Your website knows form fills. Your CRM knows deals. Your bank knows revenue. Nothing connects them, so every channel claims the same customer and budget gets set on numbers that double-count. I run the Google Ads and Meta, build the pages they land on, and connect the whole thing to revenue — so there is one answer instead of four.
break at CRM — spend cannot be traced to revenue · modeled sample
// The four systems that never met
Nobody broke your marketing. It was assembled.
A website guy, an SEO guy, an ads agency, a CRM that arrived with a sales hire. Every one of them competent, every one reporting their own numbers, none of them holding the whole answer.
They know what they served and what they can claim credit for. Nothing about whether it became a customer.
It knows a form was submitted. It usually throws away the click ID that says which ad paid for it.
It knows what closed and for how much. It almost never knows where any of it came from.
The only system holding the truth, and the one furthest from the decision about next month's budget.
// The chain, in order
Built in sequence, because each link needs the one before it.
Most businesses try to fix attribution by buying a dashboard. A dashboard on top of a broken chain produces confident, well-designed, wrong numbers.
Click lands
A real customer arrives with a gclid, fbclid or msclkid attached. This is the only thing that ties a person to a keyword.
Click ID persisted
Written to a first-party cookie and into a hidden field on every form, so it travels with whatever they do next.
Conversion happens
Form, call or chat. Calls route through tracked numbers so the phone stops being invisible.
Source stamped on the record
The CRM contact is created carrying source, campaign, keyword and landing page — in fields you can filter, not a note.
Revenue sent back
When the deal closes, its value is uploaded server-side to Google and Meta. They start optimising toward money instead of form fills.
// What I actually run
The chain is the frame. All of this is the job.
This is not measurement consulting. I build the campaigns, write the ads, own the pages they land on, run the CRM behind them and optimise the whole thing day to day. Every service sits at a specific link of the chain — which is why they work better connected, and why any one of them can also be run on its own.
Google Ads — Search
TRAFFICCampaign build, keyword and match-type structure, negatives, ad copy, daily management.
Google Ads — Performance Max
TRAFFICAsset groups, audience signals and exclusions, so PMax stops eating budget it can't account for.
Local Services Ads
TRAFFICSetup, verification, budget and lead disputes for businesses where LSA outperforms search.
Meta Ads
TRAFFICProspecting and retargeting, run as one budget with Google rather than a separate silo.
SEO
TRAFFICTechnical fixes, local and city-level structure, and content aimed at problem-shaped searches.
AEO
TRAFFICStructured data and answer formatting so ChatGPT, Perplexity and AI Overviews cite the business.
Social media content
TRAFFICProduced and scheduled from the real work — before/after, customer stories, behind the scenes.
Websites & landing pages
CONVERSIONFast pages per service and per city, built to convert and instrumented from the first pixel.
Funnel building
CONVERSIONLead magnets, squeeze pages and offer flow — the path from a cold click to a booked conversation.
Chatbots & instant reply
CONVERSIONAnswering in seconds on the site and WhatsApp, so a lead never waits for business hours.
Conversion tracking
ATTRIBUTIONGA4, Google Tag Manager, server-side tagging, and testing that conversions actually fire on submit.
Call tracking
ATTRIBUTIONDynamic numbers with recordings, matched back to the search term that produced the call.
Server-side attribution
ATTRIBUTIONClick ID carried from the ad into the CRM record, then closed revenue uploaded back to the platforms.
CRM management
REVENUEPipelines, stages and automation — set up so the source lands on the record and reporting is possible.
Email marketing
REVENUENurture, reactivation and retention sequences against the list you already paid to build.
SMS & WhatsApp
REVENUEFollow-up where response rates actually live, wired into the same CRM and the same reporting.
Run as one connected system or as individual engagements · retainers from $2,500/month · ad spend always billed to you directly by Google and Meta
// What the chain makes visible
The report every platform dashboard refuses to produce.
Not leads by channel. Closed customers and revenue by channel, reconciled in the CRM rather than summed from four dashboards that each want credit.
| Channel | Spend | Leads | CPL | Closed | Revenue | ROAS | 90d |
|---|---|---|---|---|---|---|---|
| Google · Search brand | $1,240 | 61 | $20.33 | 9 | $14,400 | 11.6x | |
| Google · Search generic | $6,880 | 148 | $46.49 | 21 | $38,900 | 5.7x | |
| Google · Performance Max | $4,310 | 173 | $24.91 | 6 | $9,200 | 2.1x | |
| Meta · Retargeting | $1,905 | 44 | $43.30 | 12 | $26,100 | 13.7x | |
| Meta · Prospecting | $3,420 | 96 | $35.63 | 4 | $6,800 | 2.0x | |
| Organic · Local | $0 | 88 | — | 19 | $34,700 | — |
Figures are a modeled example of one month across a mixed account, not a specific client. Prospecting sits at 2.0x while retargeting returns 13.7x — the kind of split that only appears once revenue is joined back to source.
// Two ways this shows up
Same broken link. Different bill.
You are paying for leads you cannot trace.
Several channels, several vendors, four dashboards that disagree. The question that never gets answered is which of it produced money last month.
The click ID dies on the landing page, so no lead can name its keyword.
Budget gets moved on double-counted numbers, usually away from the channel that was working.
One number per channel, reconciled in your CRM, that survives an argument.
// The operating cadence
Every account, every morning.
An agency reviews an account weekly at best, because looking is manual and expensive. The platforms change daily. That gap is where budget goes, and closing it is the whole difference here.
Same reason a landing page ships the day it's decided instead of two weeks later.
Every account swept
Conversion actions checked for silence. Spend pacing against budget. Anything the platform changed overnight without being asked.
Drift flagged
CPA moves, disapproved ads, bid strategies swapped, budgets auto-raised. Caught the morning it happens rather than at month end.
Fixes shipped
What gets found gets fixed that day. No sprint, no ticket queue, no waiting for the next review call.
Assets shipped
A landing page, a new ad set, a tracking fix. Today — not in two weeks.
the platforms move daily · a weekly review is always a week late
// Versus the agency you are on now
The difference is what counts as done.
| This system | Channel management | |
|---|---|---|
| Reports on | Closed revenue by source, from your CRM | Leads and conversions, from the platform |
| Owns | Traffic, site, tracking, CRM attribution | The ad account only |
| Source of truth | Your CRM and your bank | The dashboard of whoever is billing you |
| When a channel dips | Checked against revenue before anything is cut | Cut on last-click cost per lead |
| Click ID | Carried into the customer record | Discarded on the landing page |
| Closed deals | Uploaded back so bidding learns from money | Never leave the CRM |
| Cadence | Automated sweep across every account, daily | A login when something looks wrong |
// Writing
The mechanism, written down.
How the chain actually gets built, what breaks in it, and how to test your own without waiting for anyone.
// Questions worth asking
Before you send anyone access.
Do you need access to my ad accounts?+
Not to start. The first read is done entirely from outside — I load your site the way an ad delivers a customer and watch what happens to the click ID. Read-only access is only needed for the half a scan cannot see: whether conversions fire on submit, and what your budget is actually buying.
What if my tracking is already set up?+
Then the scan says so, and the interesting question moves inside the account. Having a tag installed and having revenue traceable to a keyword are different things — the gap between them is where most of the money goes.
Do you replace my agency?+
Sometimes, but that is not the pitch. The chain is a layer underneath whoever runs the channels. If your agency is good, clean attribution makes them measurably better and makes that visible.
How long before this produces anything?+
Month one is a build: measurement exists and reports truthfully. Month two is the first clean data. Month three is where optimisation starts compounding. Judge month one on whether the system is honest, not on lead volume.
What does it cost?+
Retainers start at $2,500/month and ad spend stays on your own billing, always. The build work — site, tracking layer, attribution pipeline — is included rather than charged as setup, because it is already productised.
Which platforms does this cover?+
Google Ads and Meta out front, with LSA, organic and referral folded into the same reconciliation. The chain does not care which platform produced the click, only that the click can be traced to money.
// Request a chain map
Find out which link is broken before you spend another month guessing.
I load your site the way a real ad click arrives, check whether the click ID survives, whether your forms and calls carry a source, and where the money stops being traceable. You get the map within 24 hours and a call to walk through it. Free, and you keep the findings either way.