Paid media, run by the strategist.Not the account manager.
I build and manage Google Ads, Meta, and Local Services Ads against leads and revenue, not clicks. The person who writes the strategy is the person in your account every week and the person who picks up the phone.
AI now does the production work an agency staffs with junior account managers. So you get twenty years of senior strategy at 10–15% of ad spend instead of the usual 20–40%, month to month.
The audit is written, specific to your site, and in your inbox within 24 hours. No call required.
Each channel does a different job. I run them so they stop fighting.
Search catches people who are looking right now. Meta reaches the ones who will be. Local Services Ads put you at the very top for the calls that matter most. Run separately by three vendors, they bid against each other and nobody owns the number. Run together, budget moves to whichever is producing this month.
Google AdsSearch, Performance Max, remarketing
Search campaigns built from your actual sales conversations, not a keyword tool's guess. Negative keywords added every week from the search-term report, so you stop paying for "free," "jobs," and "DIY." Performance Max gets a leash: brand excluded, placements reviewed, and it only keeps budget it earns.
- Conversion tracking that counts calls and forms, and ties each lead back to the keyword that produced it
- Landing pages built for the ad, with the offer and the number above the fold
- Weekly search-term pruning and bid moves; monthly structure review
MetaFacebook and Instagram, lead forms and landing pages
Advantage+ will spend your whole budget if you let it. I use it where it earns its keep and hold the rest to a structure I can read. Creative is produced in-house with AI and tested in small batches, so the ad that wins is one we can explain and repeat.
- Instant forms when speed matters; landing pages when lead quality does
- Creative refreshed before fatigue shows up in the numbers
- Audience and offer tests run one variable at a time
Local Services AdsThe Google Guaranteed and Google Screened units
For home services, legal, and other local categories, Local Services Ads sit above everything else on the page and bill per lead instead of per click. The work is in the setup, the profile, the review flow, and the discipline of disputing the leads that aren't leads, so you only pay for the ones that are.
- Verification and profile built to pass review the first time
- Weekly lead review and disputes filed for junk, spam, and out-of-area calls
- Budget balanced against Search so the two don't cannibalize each other
What the agency fee is costing you.
Most agencies charge 20–40% of your ad spend to manage it. I charge 10–15%. Set the slider to what you spend in a month and see what that gap is worth.
Ranges, not a quote. The low end compares a 20% agency with my 15%; the high end compares a 40% agency with my 10%. Smaller accounts run on a flat monthly minimum rather than a percentage, and you'll get that number in writing before you commit to anything.
AI does the production.
Search-term pruning, keyword mining, ad variants, creative drafts, reporting, the audit itself. Work that takes a junior team days gets done in minutes, and I check every piece before it touches your account.
There's no account-manager layer.
The person who builds the strategy is the person in your account and the person who picks up the phone. Same-day replies by phone, email, or Slack.
It's month to month.
No 12-month contract. The ad accounts, the data, and the tracking are yours from day one, and they stay yours if we part ways.
You'll know what I did, and what it was worth, every week.
Nothing here is a mystery. Every move in the account has a reason you can read, and every report ends with the one number that matters: what a lead cost, and what it was worth.
Week oneAudit, tracking, and the rebuild plan
Conversion tracking fixed first, because nothing else can be judged until calls and forms count correctly. Then the search-term history, the wasted-spend list, and a written plan for what gets rebuilt and what gets left alone.
Weeks two and threeRebuild and relaunch
Campaigns restructured around how your buyers actually search and buy. Landing pages tightened or rebuilt. Local Services Ads profile submitted if it applies. Budget starts where the data says, not where the old account left it.
Every week afterPrune, move, report
Search-term pruning, bid and budget moves toward what converted, creative swaps before fatigue, and a short written note on what changed and why. You can read it in two minutes.
Every monthThirty minutes, one page
Cost per lead, cost per sale, and what I'm changing next month. If the numbers say to spend more, I'll say so. If they say to spend less, I'll say that too, because I'm not paid on the spend.
Paid media, by the numbers.
Mooney Marketing Group. Paid media set up, launched, and optimized for local and regional businesses.
Home services, legal, finance, B2B software, and DTC. Tracked to the keyword and the ad that produced them.
DevelopIntelligence. Demand gen and an in-house SDR team, acquired by Pluralsight, Inc. 5000 Hall of Fame.
Questions I get on the first call.
Short answers to the things people ask before they decide. Something else? Call 315.430.0782. I pick up, and if I don't, I call back the same day.
Is there a minimum ad spend?
Who owns the ad accounts?
Do you handle the creative and the landing pages?
How is this different from an agency?
Can you run just one channel?
What if I'm already working with an agency?
Start with a free ads audit. Decide after.
Send me your website. Within 24 hours you get a written audit of your paid media by email: what's leaking, what's working, and what I'd change first. There's no call to sit through and no sales sequence afterwards.
- Competitor ad activity
- Who's bidding on your terms, what they're running, and where they're exposed.
- Keyword gaps
- The high-intent searches your competitors capture and you don't show up for.
- Landing-page teardown
- The friction on your site that's quietly holding your conversion rate down.
- Spend-leak list
- Where budget is bleeding, ranked by what to fix first and what each fix is worth.
Recent audits went to a pest control company, a roofer, a plumber, a DTC supplement brand, and a limo and party bus service.
Here's how it starts.
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You send your website.
Four fields. A written audit lands in your inbox within 24 hours, and it costs nothing.
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We talk, if you want to.
Thirty minutes on what I found and what I'd fix first. If the audit is all you needed, keep it.
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I run it, month to month.
Your accounts and your data, a fee you've seen in writing, and you can leave whenever it stops paying for itself.
Paid media is one of four solutions. See SEO and AI search, AI automation, or the fractional head of growth seat.