Strategy before scale.
Most businesses try to scale acquisition before building the system that can sustain it.
I work the other way: align paid traffic with conversion structure, then scale what’s already working.
Foundation built first. It’s why Spot-On’s Google Ads convert at ~10%. Roughly 3× the typical specialty contractor benchmark in Australia.
I run a small, deliberate practice. Two specialist channels, Google Ads and Meta Ads, paired with conversion-built landing pages when the funnel needs them. No retainers padded with fluff. No agency layers between you and the campaigns. The person who writes the ad copy is the person who reads the report.
Paid acquisition is a craft of structure, testing, and iteration. Most of the difference between an account that bleeds and an account that compounds is unglamorous: clean conversion tracking, campaign architecture that respects how the platform actually works, ad copy that sounds like a human, and the patience to let tests run before declaring a winner.
The featured client is Spot-On Asbestos Removal, licensed asbestos and hazmat services across Sydney metro. A category where the wrong lead wastes a site visit and the right lead becomes a five-figure job. Lead quality is the metric.
How I think about the work.
Five principles. Read down. Each one is a commitment, not a slogan.
- / 01
Audit before optimisation
Most accounts have a leak before they have a strategy problem. The first job is to find it.
- / 02
Architecture before creative
Campaign structure, audience logic, conversion events. Get the plumbing right and creative has somewhere to land.
- / 03
Honest measurement
If the platform says it converted and the CRM disagrees, the CRM wins. Tracking is built and validated end-to-end.
- / 04
Filter for fit
Service businesses don't need more leads. They need fewer, better ones. Ad copy is a filter, not a megaphone.
- / 05
Small client list
I keep the roster small on purpose. If I'm running your account, I'm running it. Not handing it to a junior.