Demand, engineered.
Paid + organic + AI-driven acquisition, channel by channel — structured around intent signals, not gut feel. Every campaign tracked back to the revenue source that produced it, in a measurement environment that survives iOS, Privacy Sandbox, and the Consent Mode v2 era.
The market reality in 2026
Acquisition in 2026 is a different sport than it was even two years ago. Third-party cookies in Chrome are effectively gone — Privacy Sandbox is rolling out and platforms are leaning on modeled conversions. iOS 17+ tightened the ATT framework further; Meta and TikTok are running on a measurement diet of CAPI signals and probabilistic modeling. The Big Two platforms have abstracted away campaign-level control: Performance Max and Advantage+ now ask for feeds, creative, and audiences — not bid strategies. Where you used to win on optimization, you now win on signal quality, creative volume, and the measurement spine underneath both.
On top of that, AI search ads are starting to take SERP share — Google AI Overviews and the new generation of generative search surfaces are reshaping where intent lives. CTV and OTT are now credible mid-market channels. TikTok regulatory risk is forcing channel diversification. The right acquisition strategy isn’t a channel mix — it’s a system that survives platform-level changes without collapsing the funnel.
How I deliver acquisition work
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01
Audit before activation
Current platform mix, attribution health, CAC and payback math, intent-data quality, creative fatigue curves, and the actual cost of CAPI / sGTM gaps. The audit always produces a list of leaks ranked by impact × effort — we fix the foundation before we ask it to scale.
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02
Architect, don’t patch
Channel allocation by funnel stage, not by “what worked last quarter”. Creative production pipeline sized to the platforms’ appetite for variants. Audience strategy built on first-party data + lookalikes + interest signals, with explicit incrementality assumptions for each channel. Server-side tracking and Conversions API are scoped into the build, not bolted on.
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03
Activate with measurement baked in
Campaign builds ship with sGTM, CAPI / Enhanced Conversions / Events API live from day one, deduplicated by event_id. Consent Mode v2 wired in. UTM taxonomy locked. Performance Max + Advantage+ campaigns get the feeds and creative they need to actually perform — not the default settings.
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04
Iterate against the measurement spine
Weekly review cadence on channel-level economics. Monthly strategy refresh against blended CAC, MER, and qualified-lead share. Creative cycle managed against platform-specific fatigue curves. Incrementality lift tests on the channels that matter. Quarterly attribution model review.
The stack
Google Ads · Meta Ads · LinkedIn Ads · TikTok Ads · YouTube · Performance Max · Demand Gen · Advantage+ · DV360 programmatic · Reddit Ads
Shopify product feed · Google Merchant Center · Meta Catalog · DataFeedWatch / Channable for feed transformation · Performance Max asset groups
Figma for static + video templates · Adobe Firefly / Midjourney / Runway for variant generation · Canva for high-velocity rollouts · brief templates that scale
GA4 · GTM Web + Server · Meta CAPI · Google Enhanced Conversions · TikTok Events API · LinkedIn Conversions API · Consent Mode v2 · event_id deduplication
What gets measured
- CPA by channeltracked against modeled + observed conversions
- ROAS, blended & per-channelreported alongside MER (marketing efficiency ratio)
- Qualified-lead shareleads that match ICP, not just form-fills
- Payback perioddays from first touch to break-even on CAC
- Incrementality liftgeo or holdout tests on the largest channels
- First-purchase economicsAOV, contribution margin, cohort LTV at 30/60/90 days
Proof from the work
A selection of recent acquisition engagements. Brand names anonymized at clients’ request; named references available under NDA.
A global skincare leader
Multi-market awareness program built from cold start to category-leading reach. Platform mix rebuilt per-market, programmatic + YouTube + Meta sequenced against branded-search lift.
36M+ reach · multi-marketA premium D2C tea brand
Scaled D2C against entrenched FMCG. Measurement stack rebuilt to survive iOS attribution loss; retention sequences carry first-sale economics into repeat purchase.
2.9× revenue liftA regional restaurant chain
Footfall + online-order revenue across multiple outlets. Location-level attribution so each outlet’s budget is defensible.
2.6× orders + footfallCommon questions
Can you run acquisition alone, or do you need the full system?
Acquisition can be scoped standalone — but a measurement audit always comes first. Running paid spend on a broken measurement spine is the most expensive mistake in this category. If the audit finds the pipe is healthy, we activate. If it’s leaking, fixing it adds 2–4 weeks before the first dollar is spent against the wrong number.
What’s the minimum budget that makes sense?
Approximately USD 5K/month media spend for a multi-channel program with statistical signal at the channel level. Below that, the right move is usually one-channel concentration (Meta or Google) to learn first, then expand. Pure brand awareness work needs more — typically USD 25K+/month to register meaningful lift in the markets we’d target.
Do you build creative too?
Strategy and brief, yes. Production is run through your in-house team or through a vetted production partner I’ll bring to the engagement. The brief discipline is where most acquisition work bleeds — we write creative briefs that survive Performance Max’s appetite for variants and Meta Advantage+’s creative-first optimization model.
How does iOS / Privacy Sandbox change this work?
The measurement spine handles most of it — server-side tagging plus Conversions API recovers the signal that browser-side pixels lose. For the rest, the campaign architecture leans harder on creative variant volume and first-party audience signals. The brands losing the most to attribution shifts are the ones who never had server-side measurement in the first place.
The other modules in the system
Acquisition lands the demand. The next five modules turn it into compounding revenue.
// CARD 01 / ACQUISITION Back to the Acquisition card on the home page
Ready to scope an acquisition engagement?
The first 30 minutes are on me. You’ll leave with a clearer picture of where your acquisition spend is leaking and what the highest-leverage first move would be.