Growth strategy & paid media
Marketing strategy that makes money.
I plan and build marketing systems for service businesses: the channels that bring buyers in, the website that convinces them, and the follow-up that turns them into customers.
The short answer
A marketing system is every step between a stranger and a paying customer: how they find you (search, maps, AI answers, ads, referrals), what convinces them (your website, reviews and offer), and what happens after they reach out (instant replies, follow-up and booking). Growth strategy is deciding which of those steps to fix first, what to spend on each, and which numbers prove it is working.
How I approach it
The method.
- 01
Diagnose the funnel
Before any design, I map where leads come from today, where they drop off, and what a customer is worth. Most businesses lose more to slow follow-up and unclear messaging than to a lack of traffic.
- 02
Pick the channels that fit
A kitchen remodeler, a psychiatric practice and an airport services company should not market the same way. Channels are matched to how your buyers actually search and decide: local search and the map pack, AI answers, Google and Meta ads, referrals or outreach.
- 03
Build one connected system
Website, search presence, ads, CRM and follow-up are built together, so every click lands on a page designed to convert it and every lead is captured.
- 04
Measure what matters
GA4, Google Tag Manager, Search Console and call and form tracking go in on day one. Reporting is in leads, booked jobs and cost per lead, not likes and impressions.
- 05
Compound
Every month we double down on what pays and cut what does not. A good system gets cheaper per lead over time.
What’s included
- Marketing audit and funnel map
- Positioning and messaging
- Channel plan and budget allocation
- Offer and conversion strategy
- Google Ads and Meta Ads strategy and management
- Landing pages built for each campaign
- Tracking plan: GA4, Tag Manager, Search Console, call tracking
- Monthly reporting and optimization
Signs you need this
- Most of your work comes from referrals and next month is hard to predict
- You spend on ads or an agency but cannot say what it returns
- Leads come in, but too few become customers
- Your website looks fine, but the phone does not ring
- You have tried several things and none of them are connected
Recent work
All projects
FAQ
Growth Strategy, answered.
What is a marketing system?
A marketing system is the connected set of channels, pages and follow-up that turns strangers into customers in a repeatable way. It includes how people find you (search, maps, AI answers, ads, referrals), what convinces them (website, reviews, offer) and what happens after they reach out (instant replies, follow-up, booking), all measured so you know what each part produces.
Where should a small business start with marketing?
Start with the bottleneck. If buyers cannot find you, start with local SEO and your Google Business Profile. If you get visitors but few inquiries, fix the website and the offer. If inquiries go cold, fix follow-up with a CRM. Spending on ads before those pieces work usually wastes money.
How do you know if marketing is working?
Track leads by source, cost per lead, how many leads become customers, and revenue per channel. That means GA4 and Tag Manager on the website, call and form tracking, and a CRM that records where every lead came from. If you cannot answer "which channel produced last month’s customers", the tracking comes first.
How long does it take to see results?
Fixes to the website and follow-up can show up within weeks, and paid ads produce leads as soon as they are live and tuned. SEO and AI search visibility build over months and keep paying after. A good plan uses the fast channels to fund the slow ones.
Should I run Google Ads or Meta Ads?
Google Ads capture people already searching for what you do, so they usually come first for service businesses with clear demand. Meta Ads create demand with people who are not searching yet, which suits visual offers, launches and recruitment. Both only work when they point to a page built to convert that specific visitor.
More expertise
Let’s make the numbers move.
Tell me where you want your business to be a year from now. I’ll tell you honestly how I’d get it there.