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Process — How engagements actually run

Kickoff to scale.
Week by week.

Nothing about working with me is mysterious. There's no "onboarding period" that mostly exists to bill you while nothing happens. There's no "strategy deliverable" that takes six weeks to produce and contains information your VP of Marketing already knows. The process below is what actually happens in the first 90 days of an engagement, and what it looks like from day 91 onward.

The first 90 days

W1Week 1 — Kickoff & access

Hit the ground already running.

A 60-minute kickoff call where we establish three things: what you're trying to accomplish (and in what timeframe), what's been tried already (and what the results were), and who internally is going to be my primary point of contact. Then you grant me access to your accounts — Google Ads, Meta Business Manager, TikTok, LinkedIn Campaign Manager, GA4, GTM, and anything else relevant. By the end of Week 1 I'm inside everything and starting the audit.

W2-3Weeks 2–3 — Audit & plan

A forensic teardown delivered back to you in plain English.

I work through the audit methodology I use on every account: structure, conversion tracking, bid strategy, search queries and placements, creative/landing fit, attribution, and a 30/60/90 roadmap. At the end of Week 3 we have a working call where I walk you through what I found, what I'm going to fix first, and what order the rest comes in. No 40-slide deck. A live document, edited together on the call where possible.

W3-5Weeks 3–5 — Rebuild

Fix the foundation before optimizing anything on top of it.

Conversion tracking gets verified and, where necessary, rebuilt. Campaign structure gets reorganized. Bid strategies get reset. Broken feeds get repaired. Anything I can fix without creative production happens in this phase. If creative or landing page work is part of scope, production briefs go out to your team (or mine) here so the rebuild and the assets hit the account around the same time.

W5-8Weeks 5–8 — Stabilize

Let the algorithms learn. Watch closely. Don't overreact.

When you rebuild an account, performance gets noisy for 2–4 weeks while the bidding algorithms relearn. My job in this phase is to hold the line — not to panic, not to let you panic, but also not to miss genuine problems. I'm in the account daily. We have weekly 30-minute check-ins. I flag anything material in writing as it happens. By Week 8 the new baseline is usually clear.

W8-13Weeks 8–13 — Scale

Now we can push.

This is the phase where you actually start seeing the returns from everything that came before. Budget expansion into what's working. Creative testing velocity picks up. New campaigns, new audiences, new channels if the data justifies it. Reporting shifts from "is this working?" to "how fast can we scale it?" By the end of Week 13 (roughly the 90-day mark) you should have a materially different account — measurably cheaper to acquire, or measurably more revenue at the same spend, or both.

After the first 90 days

What a steady-state month looks like.

Daily

I'm in your accounts every business day. Bid adjustments, search query reviews, creative refresh decisions, pacing checks. Most of this is invisible to you — which is the point. You hired me to handle it.

Weekly

A 30-minute working call with you (or whoever the right stakeholder is). Format: what's working, what's not, what I'm changing, what I need from you. No slides. If I can't explain the week in 30 minutes, I haven't done my job.

Monthly

A deeper review on the last call of each month — trailing trends, channel contribution, creative fatigue signals, and what I'm planning for the coming month. If something big has shifted (platform change, macro trend, competitive move), we talk through it then.

Quarterly

A 90-minute strategic reset. Was the plan right? Is the channel mix still the right one? Is it time to add a new platform, kill an old one, or change the measurement framework? Quarterly resets are where I make sure we're not optimizing toward the wrong goal just because we've been optimizing toward it for three months.

How we communicate

Rules I follow so you're never surprised.

/01

You always know what I'm working on

A shared working doc lists what I'm doing this week, what I did last week, and what's in the queue. You can open it any time. No "what have you been up to?" calls.

/02

Bad news travels faster than good news

If something breaks — a tracking issue, a compliance flag, a Google rep overriding something — you hear it from me within hours, in writing, in plain English. Before it shows up in a report.

/03

No retainer hostage-taking

Every engagement is month-to-month. If the work stops being worth the fee, you stop paying. I'd rather lose a client than keep one who doesn't think I'm earning my keep.

/04

I'll tell you when I'm wrong

I make calls that don't work out. When I do, I say so — directly, early, and with a plan to fix it. You can check my track record on that with any client I've ever worked with.

"Every call is a working session. No slide decks. Just straight answers and a plan."

— How I run every client call

Kickoff to scale.Week by week.