Services
Four ways to work together.
From a one-time diagnostic to embedded growth leadership and AI automation — built around where you are and where you need to go.
Most brands that come to me for a diagnostic have the same feeling: the numbers look okay on the surface, but something's off underneath. CPA is creeping up. ROAS looks fine but margin is eroding. The agency says everything's performing — but leadership keeps asking why revenue isn't growing faster.
A Diagnostic is how we find the actual answer. I go deep into your accounts, your attribution setup, and your unit economics — not to tell you what's wrong in vague terms, but to show you exactly what's broken, what's wasting budget, and where the highest-leverage opportunities are. You walk away with a strategic roadmap — not a generic deck of recommendations you'll never act on.
How it works
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Week 1
Account access & data pull You grant read access to ad accounts, GA4, and CRM. I pull 6–12 months of data and build a clean performance baseline — no filtered views, no summary dashboards.
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Week 2
Unit economics & funnel audit I map your actual CAC, LTV, and contribution margins against your campaign-level spend. Attribution is verified against reality. Conversion tracking is audited for gaps and double-counting.
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Week 3
Roadmap delivery & walkthrough I present findings in a working session — not a slide deck. You leave with a prioritized action plan, estimated impact per initiative, and a clear path forward whether you implement it yourself or engage me further.
What's included
- Full audit of Google Ads, Meta, LinkedIn, and programmatic accounts — structure, bidding, audiences, and creative performance
- Unit economics analysis: true CAC by channel, LTV modeling, contribution margins, break-even ROAS, and payback period
- Attribution and tracking audit — GA4, pixel/tag accuracy, conversion deduplication, and attribution model comparison
- Funnel efficiency analysis: where leads are dropping off and why revenue isn't matching spend
- Competitive landscape snapshot: where you're visible, where you're not, and what it would cost to close the gap
- Prioritized strategic roadmap — specific, sequenced recommendations with estimated impact, effort, and implementation timeline
When you hire an agency, you get a relationship manager on the phone and a junior buyer in your accounts. You get a polished report every month that shows ROAS going up — while CAC quietly climbs and the strategy doesn't change.
The Execution retainer is built differently. I'm the only person in your accounts. There's no account manager between us, no handoff to a team, no "I'll check with my team and get back to you." Strategy and execution stay in the same hands — mine. Every week I'm building, testing, and optimizing with the same context from the week before. That continuity is what compounding looks like in paid media.
What ongoing engagement looks like
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Month 1
Audit, strategy build, and clean launch I start by understanding your unit economics and existing account structure before touching anything. Then I build the campaign architecture that should exist — not just optimize what's already there.
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Ongoing
Weekly in-account optimization Bid management, audience refinement, budget pacing, creative testing. Problems surface in the data before they surface in the metrics. I'm monitoring daily so you don't have to.
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Weekly
Strategic reporting, not just data You get a performance report with context — what changed, why it changed, what we're testing next, and what it means for the business. Not a screenshot of ROAS. A clear view of where your money went and what it produced.
What's included
- Full campaign management across Google Ads (Search, Shopping, PMax), Meta, LinkedIn, and programmatic — I follow your customer, not platform preference
- Weekly in-account optimization: bid strategy, audience segmentation, budget pacing, and negative keyword management
- Creative direction and systematic A/B testing — structured experiments, not random changes
- Custom Google Ads scripts for automated monitoring, anomaly alerts, and budget pacing guardrails
- Weekly or bi-weekly performance reports that connect spend to revenue — not just platform metrics
- Slack or email access during business hours — direct line to the person doing the work, not a ticket queue
- Quarterly strategy reviews tied to business goals, not just campaign KPIs
There's a point in a company's growth where "run the ads better" stops being the right answer. The real question becomes: how do we build a growth model that works at scale — and who's accountable for actually building it?
As your fractional head of growth, I sit inside your leadership team. I'm in the weekly standups, the quarterly planning sessions, and the calls where budget decisions get made. I own the growth strategy — not as an outside advisor submitting recommendations, but as an internal operator who's accountable for outcomes. The difference between a fractional and a consultant is accountability. I don't hand you a roadmap and leave. I'm working it.
This engagement is most valuable when there's a team to lead — junior marketers who need strategic direction, agencies or vendors who need oversight, or a founder who needs someone to take growth off their plate entirely.
What fractional leadership looks like in practice
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Month 1
Foundation: unit economics and growth model Before anything gets built, we establish the numbers that drive every decision — true CAC targets, LTV by cohort, break-even by channel, and the payback period that determines how aggressively we can grow. Everything else is downstream of this.
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Month 2–3
Systems build and team structure I assess your current stack, agencies, and internal team. We rebuild or reinforce what's working, eliminate what isn't, and establish the reporting infrastructure that keeps leadership informed without manual effort.
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Ongoing
Growth execution and leadership Weekly syncs with your team, attendance at leadership meetings, hands-on execution where needed. I'm accountable to growth targets — not to a retainer scope. If something isn't working, I say so and we fix it.
What's included
- Full-funnel growth strategy: paid acquisition, conversion, retention, and revenue expansion — owned and executed, not just advised
- LTV/CAC modeling, unit economics frameworks, and budget allocation tied to payback targets
- Paid media execution oversight — can layer directly with the Execution retainer or manage your existing agencies and vendors
- CRO strategy: identifying and fixing the post-click experience that's costing you conversions
- Martech stack assessment — what's redundant, what's missing, what needs to be connected
- Junior marketer coaching and development — raising the baseline of your internal team
- Agency and vendor management with clear KPIs and accountability structures
- Weekly strategy syncs, Slack channel access, and presence in leadership and team meetings
The average growth team spends 30–40% of their time on work that shouldn't require a human: pulling weekly reports, monitoring spend pacing, checking if campaigns are still running, moving data between platforms, and manually logging leads into a CRM. None of that is strategy. All of it can be automated.
I build AI-powered workflows and agent pipelines that eliminate the manual layer between your data and your decisions. Your campaigns get monitored 24/7. Anomalies get flagged before they become budget problems. Reports get generated and delivered without anyone touching a spreadsheet. Your team gets their time back — and the systems I build are yours to own, not a monthly subscription dependency.
How a system gets built
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Audit
Map the manual work We identify every recurring task your team does manually — reporting, monitoring, data entry, notifications. Each one is assessed for automation ROI: time cost, error rate, and business impact if it gets done faster.
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Build
Design and deploy the system I build the automation stack using n8n, Make.com, and custom AI agent pipelines — connecting your ad platforms, CRM, data warehouse, and communication tools. Everything is tested against real data before handoff.
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Handoff
Your team owns it Full documentation, a walkthrough session, and optional ongoing monitoring. You're not locked into me maintaining it. The systems are built to be understood and managed internally — or I can stay on retainer to iterate as your needs evolve.
What gets built
- Custom AI agent pipelines for campaign intelligence — automated analysis that surfaces what's working and what needs attention, delivered to Slack or email daily
- Performance monitoring and anomaly alerting — spend pacing, CPA spikes, ROAS drops, and budget exhaustion flagged in real time, not the next morning
- n8n / Make.com workflow automation connecting ad platforms, CRM, Slack, and data warehouses — no more copy-paste between tools
- Automated weekly reporting dashboards — data pulled, formatted, and delivered without anyone touching a spreadsheet
- AI-assisted creative testing pipelines — variant generation, performance tagging, and winner identification at scale
- Lead scoring and CRM enrichment automation tied to ad platform signals and on-site behavior (HubSpot, Salesforce, Pipedrive)
- Full documentation and handoff — your team owns the system and knows how to use it
Results from real engagements.
Not case study theater. Actual feedback from people who trusted Digital DNA with their ad budget.
Blake cut our CPL in half in under a month. More importantly, he showed us exactly why it was broken in the first place — which is something our previous agency never did.
We were spending $40K/month on ads and couldn't tell what was working. Blake diagnosed the real issues in the first week. Three months in, our CAC dropped 38% and pipeline is up significantly.
The fractional model works better than I expected. It's like having a senior growth leader on the team without the hiring risk. Blake is in the accounts, in the meetings, and in the data.
Digital DNA vs. In-house vs. Agency
A direct comparison across the things that actually matter to your business.
| Category | Digital DNA | In-house | Traditional Agency |
|---|---|---|---|
| Strategy ownership | ✓ You own it | ✓ You own it | ✗ Agency owns it |
| Senior-level execution | ✓ Always | ~ Depends on hire | ✗ Junior team |
| Response time | ✓ Same day | ✓ Same day | ✗ 2–5 days |
| Reporting transparency | ✓ Full access | ✓ Full access | ~ Filtered reports |
| AI & automation | ✓ Built in | ~ Build yourself | ✗ Rarely included |
| Flexibility & contracts | ✓ Monthly, no lock-in* | ✗ Full-time cost | ✗ 6–12 month contracts |
| Unit economics focus | ✓ Core to everything | ~ Varies | ✗ Rarely prioritized |
*Diagnostic is fixed-fee with no ongoing commitment. Execution and Fractional require 3–6 month minimum.
Which tier is right for you?
3 questions. 30 seconds. A clear recommendation.
What best describes your company?
What's your monthly paid media spend?
What's your primary goal right now?
Bolt-on capabilities
Available as standalone engagements or layered onto any tier above.
Google Ads Scripts, API integrations, automated monitoring rules, budget alerts, and performance triggers.
GA4 configuration, cross-domain tracking, server-side tagging, conversion path modeling, and attribution repair.
Conversion audit of your landing pages and post-click experience, with prioritized recommendations and testing roadmap.
Paid media competitive landscape, auction insights, messaging analysis, and strategic opportunity mapping.
Not sure which engagement fits?
That's what the discovery call is for. 30 minutes — no pitch, no pressure. Just an honest conversation about what you need.