Consulting
Almost every account I open has the same problem, and it is never the creative. The tracking is incomplete, so the reporting is confident and false.
Traffic looks healthy. Spend is going out. And the number that should tell you whether any of it worked is either missing, double counted, or measuring something that is not a customer.
Same spend, same campaigns, same month. The only thing that changed was that the measurement started working.
Roughly $1M in managed ad spend across 38 long-term client relationships over ten plus years. Campaign management across Google Ads and Meta primarily, with TikTok, Microsoft and X where they fit. Most accounts do not need five platforms. Most accounts need two run properly.
Before anything gets restructured, the measurement gets fixed. Conversion tracking that fires on the actions that matter, values attached to them, and reporting that separates cost per lead from cost per client. Those two numbers frequently point in opposite directions, and the gap between them is where budgets quietly disappear.
Then the account gets rebuilt around what the data actually shows rather than what the previous structure assumed.
Businesses where a single customer is worth four or five figures.
The common thread is that volume is the wrong goal. Four of the right people beats a hundred of the wrong ones, and most accounts are optimised to produce the hundred because that is the number the reporting rewards.
If you are already spending, I will look at the account and tell you what I see. No charge and no obligation attached to it.
Spend by channel and campaign against what each one actually produced. Usually the first place the story stops matching the monthly report.
Whether your conversion tracking fires on the actions that matter, fires twice, or quietly stopped firing after a site change nobody connected to it.
The two numbers separated. When they point in opposite directions, the campaign winning on the report is usually the one to cut.
Geography, device and placement. Budget migrates toward cheap clicks on its own, and cheap clicks are rarely where the good customers are.
The actual queries you paid for, not the keywords you bid on. This is where most wasted spend is hiding in plain sight.
Where the click lands, how fast it loads, how long the form is, and whether anything is broken between the ad and the inquiry.
If it turns out everything is running well, I will say so. That happens occasionally and it is a useful thing to know.
Most of the work is small and continuous. Accounts get reviewed several times a week rather than once before a report is due.
You get a written report monthly covering spend, what it produced, and what changed. If something meaningful happens in between, you hear about it then rather than four weeks later.
And when you email, you get me. Not a ticket, not an account coordinator, and not a Monday morning status call that exists to fill an hour.
All useful, none of it what I am good at. Paid media is a full discipline on its own and the people who claim all of it are usually doing one thing properly. If you need the rest, I would rather point you at someone than pretend.
I keep the client list small because the work does not scale the way an agency needs it to. Running an account properly takes real attention, and attention is the thing that runs out first.
Which means there are stretches where I have no capacity at all. If you reach out and the timing is wrong, I will tell you that rather than take the retainer and stretch myself across one more account.
This site is mostly about a piece of software, so it is worth explaining how the two relate.
ReCapture exists because of the consulting work, not alongside it. After a decade of buying media I kept running into the same wall: every number an ad platform learns from starts at the moment somebody presses submit. The people who filled in half a form and left were invisible to every system — the CRM, the analytics, and the platforms doing the optimising.
So the campaigns were being optimised against a fraction of real demand, and there was no way to fix that from inside an ad account. It had to be built.
The consulting engagement. It stands on its own and it is where most accounts need to start.
Only once the measurement is sound. Recovery software on top of broken tracking captures nothing useful.
Sent back to Meta and Google as real conversion signal, weighted by intent.
The order matters. Installing recovery software on top of broken tracking captures nothing useful and tells you nothing true. The plumbing comes first.
Send exports for whatever period you are comfortable sharing. You will get the teardown and the strategy back, at no cost and with nothing attached.
Request the audit