I've worked across 35+ brands in nine distinct industries — from tightly regulated Medicare and pharma, to high-ticket real estate, to high-velocity DTC e-commerce. The verticals are different. The discipline isn't. Below is where I've built real operating depth, and how I think about each one.
Structured settlements, consumer lending, wealth management, and P&C insurance. High-regulation, high-CPC environments where the difference between a $40 lead and a $400 lead is operational discipline, not a "creative concept."
Medicare Advantage, supplemental plans, private-practice lead gen, and telehealth. CMS rules, seasonal AEP/OEP pacing, and compliance-aware creative — this vertical punishes amateurs. I've run both sides of it.
Residential brokerage, specialty markets, cash-buyer lead gen, and property syndication. Hyperlocal geo targeting, long consideration cycles, and lead-quality scoring that keeps your agents sane.
Shopify and custom stacks. Feed and Performance Max discipline on the Google side. Creative testing velocity on the Meta and TikTok side. Post-iOS attribution handled without pretending we're in 2019.
Boutique hotels, resorts, short-term rental operators, and experience brands. Direct-booking strategy that pulls revenue away from OTAs, plus shoulder-season demand engineering.
LinkedIn Ads built around ICP and job function, Google Ads around bottom-funnel intent, and measurement wired through to pipeline — not MQLs that die at the SDR handoff.
Personal injury, family law, and specialty practices. Google Ads strategy that respects case value, lead-call tracking wired to qualification rates, and creative that doesn't look like every other firm on the block.
Prescription (Rx) and over-the-counter consumer health. HIPAA-aware measurement, branded vs. unbranded strategy, and the compliance fluency that comes from running this work inside global agencies for years.
Seed through Series B. Founders who need a senior operator on call without the full-time hire. Clean measurement setup, a first real paid acquisition channel, and adult supervision of the paid budget.
A Google Ads account for a personal injury firm is not the same problem as a Shopping Feed for a 400-SKU DTC cookware brand. A Meta account for a Medicare plan has a completely different compliance overlay than one for a direct-to-consumer skincare line. Anyone who tells you "paid media is paid media" has never run paid media.
What I bring to each vertical is a real operating fluency: I know which ad formats actually convert for personal injury (hint: not the ones agencies keep running), how to structure an AEP push for a Medicare client without leaving money on the table in the week before December 7th, and how to scale a DTC brand out of the 2x ROAS zone into profitable incremental growth without buying impressions from an audience you were going to get for free.
That depth is why I don't chase "every" industry. I work where I've done the reps. If your vertical isn't on the list above, we can talk — but I'll tell you honestly if I'm not the right fit.
"Every business I touch gets sharper, leaner, and more profitable."
— Bradley Zeller