If your ads bring in plenty of leads but too few customers, I can help you spend less and get better ones.
Google's and Meta's bidding algorithms optimize for whatever conversions you report back. I make sure the closed-loop attribution and offline conversion tracking doesn't have any gaps, so the platforms learn which leads turn into customers, and your budget goes to the ads that bring them in.
90-minute call, $500. Refundable in one click.
- Ad spend that keeps going up
- Leads that never become sales
- Ad platforms that only see clicks
- Ad spend that comes down
- Fewer, better leads
- Ad platforms optimize on conversions
What I usually find
Usually, everyone is working hard
Marketing optimizes the campaigns, and sales works the leads. But the ad platforms never hear which leads turned into customers. Google's and Meta's algorithms optimize for the conversions you report, so if all they ever see is a form fill, they get very good at finding people who fill in forms, including the ones who never buy.
One thing I usually do first
I make sure the ad platforms hear what happens after the form. Every lead keeps its click ID (GCLID on Google, FBCLID on Meta) all the way into the CRM. When it becomes a qualified lead or a sale, that goes back to the platform as an offline conversion, with its value attached, through Google's offline conversion imports and Meta's Conversions API (CAPI). Then value-based bidding can optimize for customers, not form fills.
A CRM the sales team actually uses
At a revived heritage travel brand, I led the move to a new CRM for a 40-person sales team: one sales process for everyone, new leads handed out automatically, and every call and its outcome logged from the phone system. Then I worked with the team until they were actually using it.
Some of the work
A revived heritage travel brand. Closed-loop attribution tied ad spend to actual customer revenue, and a semi-automated budget-adjustment funnel moved the money to the campaigns that brought in customers. Ad spend came down by about 45%, and the sales team got 30% smaller, because it was chasing fewer, better leads that actually converted.
At the same brand, 9% of leads were duplicates. The same person often heard from two different salespeople, which frustrated the customer, and the duplicates threw off the ad attribution and the CAC. I made sure the tracking was accurate across ads, landing pages, forms, page reloads, and visitors returning later, so every lead could be traced back to its full path.
Clients stay unnamed here. I'm happy to walk you through any of these on a call.
How I work
What I look at first
What you're trying to achieve, and where things really stand. The quality of the work so far, and how the ground reality compares with how it feels to you. That can go either way: sometimes the work is worse than it looks, and sometimes it's much better than it feels, simply because it isn't finished yet. The skills the job needs against the skills on the team. Whether your timeline and budget estimates are realistic. And the gap between what I hear from leadership and what I hear from the people doing the work. That gap usually tells me the most.
Progress everyone can see
Status updates that say what's really done, in enough detail to act on, and a working build you can try every week. A lot of the misunderstandings I see start with updates that skip the details.
People who've solved it before
I look for people and tools that have already solved the exact problem you're struggling with, not just a good developer, a good marketing team, or a good CRM. A job post that says “great machine learning engineer” vs “a machine learning engineer who has worked on audio models, and plays a musical instrument” can turn a 3-month project into a 3-week sprint.
A team that doesn't need me
Knowledge moves to your team, and if you need a full-time CTO, I help you find the right one. By then, no part of your product should depend on one person, including me.
How we'd start
Everything starts with one paid call. By the end of it, we'll both know whether there's more to do, and which of the other two options fits.
A first call
- 90 minutes with me, working on your actual problem.
- Real answers and clear next steps on the calls themselves.
- Up to two follow-ups, with you or the people on your team.
- If it wasn't worth it, one click refunds the full $500.
The right first step for nearly everyone.
Some teams take the solutions and run with them on their own. That's a perfectly good outcome.
A fixed-price review
A close look at your ad accounts, conversion tracking, and CRM, and the path from the first click to the sale, over two to three weeks.
- Which ads bring in customers, and which only bring in form fills
- What the ad platforms learn from today, and what they should
- Solutions to the problems we find, worked out together with you and your team
Your fractional CTO
A few hours a week with your marketing and sales teams, your agency, and the vendors behind their tools. The monthly range depends on how much of my time you need.
- Offline conversions that reach the ad platforms without gaps
- Choosing the right tools and vendors, and negotiating the contracts
- A planned hand-off to your own team
Bootstrapped and pre-revenue? Book a 40-minute Founder Call for $200. It doesn't include follow-up calls, and the same one-click refund applies.
Fair questions
Because it's working time on your problem, and you get real answers on the call itself. It also covers up to two follow-ups, including calls with people on your team if needed.
Your agency runs the campaigns and the bidding. I work on what sits underneath them: the tracking, the forms, the CRM, and the conversions the platforms learn from, so you and your agency can both see which campaigns bring in customers.
Maybe not. Fixing what's broken is usually easier and better than wholesale replacement. Often the CRM you have is fine once it's set up around how your team actually works. Sometimes a new one is the right call, as it was at the travel brand.
Access to your ad accounts, website analytics, and CRM, and time with the people who use them: your marketing and sales teams, and your agency if you have one.
No. I take no reseller fees or commissions from any vendor, so I'm truly on your side, with only your best interest in mind.
Book your first call
Pick a time that works for you. Bring whoever on your team knows the setup best.
$500 for the first call
- 90 minutes with me, working on your actual problem.
- Real answers and clear next steps on the calls themselves.
- Up to two follow-ups, with you or the people on your team.
- If it wasn't worth it, one click refunds the full $500.
Need more than one person? Rawzor is my firm, a small senior team of experts that works alongside your people. Explore rawzor.com →