Advertising Done For You
You want nerds doing this stuff. Youāve come to the right place.
01 ā The Foundation
Strategy & Positioning
Most marketing problems are actually just empathy problems.
Before I run a single ad, I want to sit with the founder and walk through their customer's actual day. Not the persona doc. The real day. What is that person carrying when they read your headline. What do they need to bring back to their boss on Monday. What kind of risk do they have appetite for, and what kind do they not. What's their incentive? What are they having for breakfast? What's keeping them up at night? Campaigns write themselves when you can empathize with your customer. Empathy just so happens to be a Caliper Super Power.
Competitive analysis Ā· ICP definition Ā· Messaging framework Ā· GTM strategy Ā· Positioning workshop
02 ā The Engine
Demand Generation
Once we can see the customer clearly, we can build the engine. Scaling an ad system is like training a puppy. You have to teach it right from wrong, and the tracking layer is the training. Don't expect stellar performance day one. Itāll need to bump into a few things to learn right from wrong.
Google Ads Ā· LinkedIn campaigns Ā· ABM targeting Ā· Ad creative Ā· Performance reporting
03 ā The Infrastructure
Growth Operations
But the engine is only as good as the plumbing under it. Most fractional CMOs hand off the technical work because it's tedious. That's where strategy goes to die quietly. Attribution gaps. Broken UTMs. Automations no one's touched in a year. Caliper does this layer ourselves. HubSpot architecture, Google Tag Manager, Enhanced Conversions, Clay and Apollo workflows. Boring on purpose. Because if the plumbing isn't right, none of the empathy work upstream actually compounds.
HubSpot setup & automation Ā· UTM & attribution Ā· Google Tag Manager Ā· Clay / Apollo workflows Ā· Enhanced Conversions
04 ā The Conversion Layer
Creative & Content
Creative IS performance marketing. Customers don't click on bad ads. And bonus advertiser insider knowledge: Meta and Google actually give click-discounts to advertisers who make good ads. Why? Think about it. They want their users to enjoy the experience on their platform. It also cuts both ways. Bad creative actually gets penalized with higher CPCs.
Landing pages Ā· Lead magnets Ā· Ad creative Ā· Case studies Ā· Email sequences
Advertising Done For you
We manage the highest leverage channels fro you
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Helps you show up when people Google stuff about your business
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Helps your brand convert customers where they pay the most attention.
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Helps your brand show up when people are researching
Results
8.6x ROAS
NativeMade scaled to 8.6x return on ad spend through a fractional CMO engagement covering Shopify experience, positioning, and paid media
75% lower CPL
ShareWillow went from $30 to $7.50 per lead with Facebook leads converting at nearly 100% ICP match.
Brand from scratch in 6 months
SEAD launched from zero ā brand identity, positioningCRM, and first sales pipeline built from scratch.
Ready to rock nā roll?
All you need to do to start is to put some time on my calendar and we can go from there.