The work, written up.
Short write-ups of the work: the situation we walked into, the leak we found, and the system we built to fix it.
- Construction
The roofing company paying for leads it never called back
Regional roofing and exteriors company, roughly $8M revenue
The company bought shared aggregator leads and ran a contact form on a page built years earlier. Owners blamed lead quality for a soft pipeline.
- HPRA
The compliant advertiser one flag away from zero
Regulated wellness brand in a restricted category
The product was legitimate and the claims were defensible, but everything ran through a single account with no structure for the day a review system made a mistake. One flag would have ended the spend.
- Measurement
The account optimizing to numbers that were not real
Direct-to-consumer brand, mid seven figures in annual spend
The platform dashboard reported a healthy return, but the bank account disagreed. Decisions were being made on pixel data that double-counted conversions and missed everything that closed offline.