Performance Consulting

Engagements usually begin with an account somebody else has been running, so the first job is understanding what the existing structure is actually optimising for before changing anything — the learning history is an asset, and it is easy to reset it by accident. After that the work follows the same order every time. Measurement first: what is being counted as a conversion, whether it fires accurately and once, whether it passes a real value rather than a flat number, and whether the events the account bids toward correspond to revenue or merely to activity. Where the outcome that matters happens later or offline, that usually means importing qualified pipeline or completed orders back into the platform so bidding learns from results rather than from whatever fired first. Then the economics: acquisition cost by channel and blended, contribution margin per order rather than headline return on ad spend, payback period, and lifetime value where the data honestly supports estimating it. Then attribution, which is where most reporting quietly overstates itself — platform-reported conversions overlap, last click flatters brand search and retargeting, and the only dependable answer to whether a channel is incremental comes from holdouts and geo tests rather than a dashboard. Only then does the account itself repay attention: campaign structure and consolidation, what automated bidding needs in order to work at all, budget pacing, search term and negative hygiene, audience signals, and feed quality where products are involved. Creative gets treated as a media variable rather than a design task, because under broad targeting and automated bidding it is the main lever left — which makes angle variety, format coverage, and testing cadence a system instead of a series of one-off ideas. The landing page and the offer sit at the end of that chain and routinely cap everything upstream of them. What I hand over is the set of decision rules: what gets reviewed weekly, what is left alone long enough to learn, and what genuinely justifies more budget.