Performance marketing that connects creative, landing pages, attribution and revenue.
Performance marketing broke when platforms went black-box and creative became the only real lever. Winning now means running a system where new concepts ship weekly, landing pages match the ad, attribution is honest and the whole loop closes back on revenue.
- ▸DTC, CPG and lead-gen teams spending $50k+ per month on paid
- ▸Brands whose ROAS reports and P&L no longer agree with each other
- ▸Founders tired of agency creative that never gets tested to a real winner
- ▸Fintech and services teams optimizing to CPL instead of CQL
Where teams get stuck.
Paid accounts get tuned every day and still drift. Creative is stale. Landing pages don't match the ad. Attribution says one thing, the bank account says another. Meanwhile the team is chasing ROAS on the platform instead of qualified pipeline in the P&L.
The rebuild is upstream — offer, creative velocity and landing-page fit — before it's about bids.
The system.
Four workstreams that make the engagement real. Not a deck — the systems that get built and left in place.
- 01 /
Creative testing system
Weekly UGC and AI creative production with concept briefs, tagged variants and a shared testing calendar. The winners get scaled, the losers get retired, the learning compounds instead of scattering across chats.
- 02 /
Channel architecture
Meta, Google, TikTok, YouTube and Amazon Ads run as one funnel with a defined role per channel — prospecting, closing, retention, brand — and disciplined naming, budgeting and CAP targets.
- 03 /
Landing pages and CRO
Ad-matched landing pages, hero variants and offer tests built directly against the concepts running in-flight. No more sending a $50 CPM audience to a 2019 homepage.
- 04 /
Attribution and reporting
GA4, CallRail, platform data and CRM tied into a weekly scorecard leadership actually reads. Lead-quality monitors on the fintech and services side so CPL doesn't hide junk.
The symptoms.
If two or three of these read as a description of the current state, this is the right engagement to have a conversation about.
- ✕Ad accounts tuned every day that still drift week over week.
- ✕Stale creative libraries with no testing calendar behind them.
- ✕Cold traffic sent to homepages instead of ad-matched landing pages.
- ✕Platform ROAS and actual bank-account revenue that no longer agree.
- ✕Lead-gen accounts optimizing to CPL while sales complains about junk.
- ✕Agency reporting decks that describe the past without changing the future.
How this runs.
- 01 · Audit
Full account, creative, landing-page and attribution audit in the first two weeks.
- 02 · Concept sprint
Ship the first testable creative wave and matching landing pages inside 30 days.
- 03 · Scale
Weekly testing cadence, monthly channel review, quarterly re-architecture as the account matures.
- 04 · Enablement
In-house media buyers and creative team operating the system with clear briefs and dashboards.
Ninety days, not slides.
01 /Weeks one and two are a full account, creative, landing-page and attribution audit. Every channel gets a defined role — prospect, close, retain, brand — and the naming, budgeting and CAP targets get rebuilt around that.
02 /In the first 30 days a testable creative wave and matching landing pages ship. UGC and AI creative production runs on a weekly cadence with concept briefs, tagged variants and a shared testing calendar so the learning compounds instead of scattering across Slack.
03 /From day 30 onward the account moves to a weekly testing rhythm, monthly channel review and quarterly re-architecture. Attribution ties GA4, CallRail, platform data and CRM into a single weekly scorecard leadership can actually read.
Before you reach out.
- What ad spend is this a fit for?
- Best fit is DTC, CPG and lead-gen brands spending roughly $50k to $2M per month on paid media, plus fintech and services teams where CPL alone is a misleading target and CQL matters more.
- Do you produce the creative or just direct it?
- Both, depending on the engagement. Heath runs UGC and AI creative pipelines with a network of editors and creators, and can also plug directly into an existing in-house creative team with briefs, review and a testing calendar.
- How do you handle attribution in a post-iOS world?
- Platform data as directional, GA4 and server-side events as ground truth, CRM and CallRail for lead quality, and blended CAC against contribution margin as the ultimate scoreboard. No single number tells the story — the system does.
If paid is spending hard and learning slow, this is the system that fixes it.