Here's where I actually dig in.

The campaign structure was built around how Google wants to spend your budget, not around how customers actually buy. Bidding runs on defaults. Shopping feeds are messy or incomplete. Performance Max is eating budget in places you can't see, and Smart Bidding has nothing smart to learn from.

I audit the full account — structure, signals, bidding logic, and feed quality — and rebuild from where the real problems are. For Search, that means the right keywords in the right match types for where you are in the funnel. For Shopping and PMax, it means fixing the feed first, then adding custom audience signals so the algorithm has something real to work with. For YouTube, it means placing it where it actually belongs in your funnel.

The account has 40 ad sets and no clear winner. Prospecting and retargeting budgets are fighting each other. Creative runs until it burns out instead of being replaced by something tested. The audience is built on gut feeling, not on who actually converts.

I build a full-funnel structure that separates what each campaign is supposed to do. I set up a real creative testing framework — not "let's try three images," but a repeatable process for learning what works and cutting what doesn't. Audience strategy is built from your actual conversion data, not demographic guesses.

TikTok is treated like a cheaper Meta — same creative, same targeting logic, same expectations. It doesn't work that way. Reddit gets ignored entirely, or gets repurposed display ads that miss the point of the platform completely. Neither channel gets a strategy built around how people actually use it.

TikTok needs native-feeling creative that fits the feed. I build a testing framework for short-form hooks, identify what angles drive action on the platform, and structure campaigns around how TikTok actually delivers results. For Reddit, I use community and interest targeting to reach audiences who are actively researching your category — people in the consideration phase, not just scrolling.

GA4 is set up but the conversion events are wrong or duplicated. GTM has three years of abandoned tags no one's touched. Meta's pixel is firing but the signal quality is poor, so the algorithm has nothing useful to learn from. You're looking at reports that say one thing and the account says another, and nobody can explain the gap.

I audit the full tracking setup — GA4 conversions, GTM tags, pixel events, and how they all connect. I fix what's broken, implement server-side Conversions API where it matters, and make sure the data your campaigns learn from is actually accurate. Where a cleaner multi-touch picture is needed, I work with third-party attribution tools to get there.

Budget is split based on what's always been done, not based on where the opportunity actually is. Channels aren't coordinated. There's no clear theory for what each platform is supposed to do at each stage of the funnel. When something doesn't work, nobody knows if it's the channel, the creative, the offer, or the audience — so nothing changes.

I map the full channel mix against your funnel, customer journey, and margin targets. Allocate budget by opportunity, not habit. Define the job each channel should do and how they hand off to each other. Build a testing roadmap so you're always learning, not just spending. This can be a standalone strategy engagement or the starting point for ongoing work.

Something feels off — the numbers aren't growing the way they should, a new agency took over and left things worse, or you've been running campaigns for months and nobody can explain why performance is flat. There's no clear picture of what's actually going on or where to start.

I go through the full account — structure, bidding, audiences, creative, tracking, and attribution — and write a prioritised report of what's broken, what's underperforming, and what to fix first. For landing page and conversion audits, I map where people are dropping off and give you a clear brief to hand to your developer or designer. Both are standalone engagements. I find the problems. You decide what to do next.