The approach
Data-first strategy.
Operator-level execution.
Before touching an ad account, I need to understand the business. Here's how that works.
I don't start with platforms. I start with math.
Before touching an ad account, I need to understand the business: What are your margins? What's a customer worth over 12 months? What CPA can you actually afford — not what feels good, but what the unit economics support?
From there, I work backward into campaign structure, targeting, and creative strategy. Every dollar of ad spend gets mapped to a business outcome, not a vanity metric.
Unit economics before everything else
Unit economics, margins, LTV, CAC targets, break-even analysis. This is the foundation everything else sits on. If the numbers don't work at a unit level, no amount of campaign optimization will save you. I audit these before writing a single ad.
Campaign architecture designed around your customer
Campaign structure designed around your actual customer journey — not a generic template. Proper tracking and attribution. Audience segmentation based on intent and value, not just demographics. The right message to the right person at the right moment in their buying cycle.
Systems that surface problems before they become reports
Custom monitoring scripts, automated bid adjustments, real-time alerting, and AI agent pipelines. I build systems that surface problems at 2 AM so I can fix them at 9 AM — not discover them in next week's report. For teams that want the full picture, this is what the AI Growth Systems service delivers end-to-end.
How I think about growth
Revenue over metrics
CPM, CTR, impression share — these are inputs, not outputs. Every campaign gets measured against the business metric that matters: CAC, pipeline contribution, or revenue per cohort.
Durable over trendy
Tactics come and go. The fundamentals — audience intent, offer clarity, conversion economics — stay constant. I build systems that outlast platform changes and algorithm updates.
Transparent by default
No black-box reporting. No "trust the process" answers. You'll always know what's working, what's not, and why I made the decision I made. Accountability travels both directions.
Blake Burnett · Founder
Blake Burnett
Digital DNA is run by Blake Burnett — a performance marketer with 7+ years of experience across B2B SaaS, FinTech, and D2C.
Before starting Digital DNA, Blake served as Associate Director of Paid Media at Envisionit, where he oversaw all media within the agency's B2B tech vertical with a focus on FinTech. Before that, he held senior paid media roles at Iron Horse and Leadtail, managing campaigns for enterprise SaaS clients and working on global gaming campaigns with Blizzard Entertainment, Activision, Epic Games, Ubisoft, and Wargaming.net in partnership with Intel Gaming.
What makes Blake different from most paid media consultants: he's also been a brand owner. As founder of NU Apparel (WEmisfit LLC), he handled everything from product sourcing to marketing to P&L management. That operator experience means he doesn't just think about campaigns — he thinks about businesses.
Blake lives in Austin, Texas and is deeply interested in how AI is reshaping performance marketing. He actively builds tools, scripts, and workflows that make campaigns smarter — not just bigger.
$10M+ in ad spend managed. −61% CPL. +80% sign-up lift. 6.95x LTV:CAC. Real campaigns, real budgets, real business outcomes.
Like the way I think?
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