A paid media specialist, on purpose.

I run paid media for consumer businesses, and I do the analytics work that proves it paid off. Paid search, YouTube, retargeting, and the measurement underneath them. That is the whole practice, one focus done well, not a menu of services.

The focus is deliberate, and it took me about twenty years to earn the conviction behind it.

Why I specialize

I did not start as a specialist. Over two decades in digital I worked across most of it: analytics, SEO, ecommerce, paid media, the full stack that gets lumped under digital marketing. I spent a decade of that at Hawkeye, a Charlotte agency acquired by Publicis, before leaving in 2023 to start this practice. That range is where the conviction comes from. I have seen what moves revenue for a consumer business and what just looks busy on a report.

What moves revenue, consistently, is paid media run by someone who reads the data. Not a generalist spreading attention across eight channels. Someone deep enough on the paid side to make the hard calls about where the money goes, and rigorous enough on the analytics to prove those calls were right. So that is what I do now. The breadth is the foundation. The focus is the offer.

How I work

A few things stay constant.

Analytics is not a separate service I upsell. It is built into everything, because paid media without real measurement is just spending. I want to know what every dollar did, and so should you.

I lead with profitability, not volume. Growing spend is easy. Growing spend that returns is the actual job, and it is the one I optimize for.

I will tell you what is not working, including when it is something I tried. No vanity metrics, no dashboards built to look good in a meeting. The numbers that matter are the ones tied to your revenue.

I name tradeoffs honestly. Every call in paid media buys something and costs something, and you will hear both sides from me, not just the upside.

What I don't do

I turn work down, which is worth saying plainly. I do not do email marketing, organic social, web design, conversion optimization, or PR. Not because they do not matter, but because paid media and the analytics behind it is a full discipline, and pretending to also be great at five other things is how consultants end up mediocre at all of them. If you need those, I am not your person, and I would rather tell you that than take the work and stretch thin.

The practice

It is independent, and based in Charlotte, North Carolina. The name is literal. The work is national. I run direct engagements as month-to-month retainers, with a fixed-scope analytics audit as the low-commitment way to start.

If that is the kind of help you are looking for, the services page lays out the four ways to work together, or you can get in touch.