Most marketing problems that look like a channel problem are a measurement problem. You cannot allocate budget sensibly when you cannot tell which channel produced the revenue.
Where I usually start
Measurement first
GA4, Tag Manager and conversion tracking audited before anything else. If the numbers are wrong, every decision after this is guesswork.
Funnel mapping
Where people actually enter, what they do, and where they leave. Usually at least one leak is larger than the channel you were about to optimise.
Channel fit
Which channels suit your buying cycle and margin. Not every business should be running Performance Max, and not every business should be blogging.
Allocation
Budget split by what the data supports, with a clear test budget for what it does not yet.
What this covers
Google Ads and PPC
Campaign structure, conversion tracking accuracy, negative keyword hygiene, landing page alignment and ROAS review. Judged on leads and revenue, never on impressions.
Analytics and tracking
GA4 event design, Tag Manager implementation, cross-domain tracking, call and lead tracking, and Looker Studio dashboards that answer a business question.
Paid and organic together
The two are usually run by different people who never compare notes. Paid search data is the fastest way to validate organic keyword bets, and organic data tells you where to stop paying.
Content and funnel strategy
What content is actually for, at which stage, and how you will know whether it worked.
What I will tell you that you may not want to hear
- If your conversion tracking is wrong, I will not build a strategy on it. We fix that first.
- Some of your current channels are probably not paying for themselves, and the data will say so.
- Attribution in 2026 is directional, not exact. Anyone promising exact is selling something.
- More traffic is not the goal. Qualified traffic is, and sometimes that means less of it.
Frequently asked
Do you manage campaigns or only advise?
Advise, audit and set up. Ongoing day-to-day campaign management is usually better handled in-house or by a dedicated media buyer. I will help you brief and evaluate them.
How do you measure success?
Against whatever the business already tracks: qualified leads, bookings, purchases, revenue, cost per acquisition. If none of those are currently measurable, making them measurable is the first deliverable.
We already have an agency. Is this a conflict?
No, and it is a common arrangement. A second opinion on strategy and measurement is useful precisely because the people executing are rarely the best people to audit the execution.