Marketing automation, measurement and paid media.
Most paid media problems are measurement problems wearing a campaign costume. I rebuild the tracking under paid media, GTM, GA4, server-side tracking, Meta CAPI and CRM conversion feeds, so campaigns optimise toward revenue, then wire the same clean signal into the CRM and automate what happens to the lead after the click.
Then I run the campaigns on a signal that holds up. Eleven years across insurance, fintech and technical B2B, most of it in the GCC and the US, based here. I build the systems myself rather than briefing someone else to, so anything I tell you about the numbers is something I can open an account and show you.
Ad spend that can't be traced to revenue.
GA4 and CRM numbers that disagree.
Campaigns optimising toward junk leads.
Funnels leaking between the click and the close.
Accounts inherited from an agency that nobody understands.
Follow-up that depends on someone remembering to do it.
Google Ads, GA4 and the CRM all disagreed, and nobody could say which spend produced revenue.
I rebuilt the tag architecture inside an enterprise Sitecore environment, fixed the GA4 configuration and killed the duplicate event firing behind most of the gap. Marketing and finance now read the same reporting and agree on what it says.
The task was building demand for a category nobody was searching for yet.
I built the paid and organic engine from scratch, including the tracking, the landing pages and the testing programme behind them. Lead to sale conversion runs at 40% against a category benchmark of 8 to 15%. Cost per acquisition came down 60% and media spend returns 2x. The site reached the top three organic positions for the main commercial terms within eight months.
Spend was measured against form fills, which said nothing about whether a case was actually taken on.
I built their first full-funnel attribution model, connecting GA4, the Meta Pixel, Google Ads and Zoho CRM through GTM. Spend now traces to real case engagement instead of leads, per practice area.
The tracking work usually surfaces a second problem. The signal is clean, the leads are real, and then nothing happens to them for four hours. So I build the layer after the click too: routing, scoring, nurture, and AI voice agents that pick up when the office is closed. At BuyAnyInsurance that meant n8n, RetellAI and GoHighLevel handling inbound calls and reactivation, which cut manual workload by 25%.
Measurement and attribution: GA4, Google Tag Manager, server-side GTM, Meta Conversions API, offline conversion imports, GCLID to CRM mapping, Looker Studio, Power BI
Paid acquisition: Google Ads (Search, PMax), Microsoft Ads, Meta, LinkedIn, TikTok, campaign restructuring, budget pacing
Conversion and testing: CRO, A/B testing, landing page optimisation, funnel diagnostics. CXL Certified Optimizer, 100+ structured tests
Marketing automation and lifecycle: Marketo, Salesforce Marketing Cloud, HubSpot, GoHighLevel, Klaviyo, n8n, LLM workflows
Emerging: generative engine optimisation, AI search visibility
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