Paid Acquisition
I will be straight about where this sits. Paid is not the strongest thing I do, and I would rather say that than oversell it. It is something I am entirely capable of running — I have managed it for clients and I run it on my own brands — and I know what separates an account that compounds from one that quietly wastes budget. Here is what that has actually looked like.
How I use it
GutChek — taking paid over from an agency
Inherited the account from a Vancouver agency that had been running it for months. Taking over live spend means auditing what the existing structure is actually optimising for before touching it — the account history is the asset you are inheriting, and it is easy to reset it by accident.
Warrior WP and FocusHouse — my own spend
Running paid on my own brands means the budget is mine and there is nobody to hand a report to at the end of the month. It is a different kind of discipline than reporting on someone else’s account.
Google Ads and the conversion feedback loop
Conversion tracking and imports configured so the account learns from outcomes that matter rather than whatever fired first. Running paid on default analytics is paying for data you then discard.
Channel selection against the offer
Search captures existing intent; social creates it. Which one an offer belongs on determines whether the account works at all, and it is decided before any budget moves.
What I use
- Google Ads
- Meta Ads Manager
- LinkedIn Ads
- TikTok Ads
- GA4
Where you can see it
Related skills
Want the detail behind any of this?
I can walk through any of it in as much depth as you want.