Jonathan Berthold

Consulting

Make better decisions about your paid media.

I review campaigns, creative, landing pages, tracking and sales follow-up to understand what's working and where to improve.

Let's talk

Look beyond the ad account.

A campaign can generate plenty of leads without generating enough customers. When that happens, I look at the conversion signals, the offer, the landing page and what happens after someone gets in touch.

I also review the media itself: targeting, creative, bidding, budget allocation and overlap between campaigns. The aim is to understand where your next improvement is most likely to come from.

What I do

01

Campaign and spend review

Review targeting, search terms, creative, bidding, budget allocation and conversion tracking. Identify wasted spend and opportunities worth testing.

  • Search terms and waste: the queries you pay for that don't turn into customers, and the negatives that should catch them.
  • Brand and non-brand: how much growth comes from new demand, and how much from people already searching your name.
  • Overlap with organic: where paid buys clicks you might have earned anyway.
02

Acquisition costs and returns

Assess customer acquisition cost, customer value and payback using the data available. Use that to guide budget decisions.

  • CAC and payback by channel and campaign, rather than one blended number. (CAC is customer acquisition cost; payback is how many months of revenue it takes to earn that cost back.)
  • Customer value in budget and bidding decisions, where the data supports it, so you can pay more for the customers who stay.
03

Landing pages and follow-up

Review the offer, page experience, forms, trial or demo journey, and how quickly leads receive a response.

  • Landing pages and offers that match what the person searched for.
  • Response time: how quickly someone hears back after asking for a demo or a quote.
04

Team and process

Help define responsibilities, testing priorities, reporting, and how your internal team or agency works together.

  • In-house or agency: a decision based on spend, complexity and the people available.
  • A regular testing rhythm for creative and landing pages, with reporting that finance and marketing both accept.
05

AI-assisted workflows

Identify where AI can support research, creative development, analysis or reporting, such as reviewing search terms or preparing creative variations, with a person reviewing the output.

Channels and programs I've worked with

  • Google Ads and Microsoft Ads
  • Meta and LinkedIn
  • Affiliate and partner programs
  • Sponsorships and events
  • Pay-per-call

What the work usually includes

It usually starts with a 30-minute conversation. From there, the work tends to include:

  1. Review performance

    The account, the spend and the journey behind the ad.

  2. Agree on priorities

    Where the next improvement is most likely to come from, and what to test first.

  3. Implement and test

    Implement agreed changes with your team or agency, using a clear testing plan.

  4. Review results

    Check what moved, then decide where the budget goes next.

Questions people ask

Do you manage campaigns or advise the team?

Mostly I review, plan and advise, and the day-to-day management runs through your team or agency. For a defined period, I can also run things hands-on while the setup changes.

Can you work with our existing agency?

Yes. I can review the account and the reporting with them, help set priorities and be a second set of eyes on the work.

What advertising budgets do you work with?

Usually from around $20K a month in media. Below that, the landing page and follow-up are often a better place to start than the account itself.

Can you help us bring paid media in-house?

Yes. That starts with whether it makes sense, based on spend, complexity and who you can hire, and then covers team structure, tools and reporting.

Which platforms do you support?

Google Ads, Microsoft Ads, Meta and LinkedIn, plus affiliate, partner and pay-per-call programs. (LinkedIn can work well for B2B with tight account lists and high contract values. It's rarely the cheap option.)

Want another set of eyes on your paid media?

We can review the account, the customer journey and the numbers behind it.

Let's talk