Search captures demand that already exists. Once you have captured all of it, growth means creating demand in people who were not looking yet. The hard part is not the tactics, it is measuring it without lying to yourself.
Almost always a measurement failure rather than a performance one.
Someone sees your content for months, eventually searches your brand, and converts. Last-click awards that to brand search, and the thing that actually created the demand looks worthless.
Brand terms convert superbly and mostly would have converted anyway. Counted as acquisition, they flatter the whole account and hide whether you are reaching anyone new.
They need different creative, different offers, different metrics and different patience. Run as one programme, the slower one always loses the budget argument.
If the only accepted metric is cost per lead this quarter, demand generation cannot win, because that is not what it does.
Measurement design first, because otherwise the programme gets killed before it can work.
Before anything gets scaled, the data has to be right. GA4 and Google Tag Manager audited and rebuilt where needed, conversion actions deduplicated, Meta CAPI or server-side tagging where it applies, and offline conversion import so the platform optimises toward revenue instead of form fills.
Brand, non-brand and demand creation reported as distinct lines with distinct expectations, so nothing hides behind a blended number.
Attribution windows and modelling matched to your real buying cycle, plus self-reported attribution on the form, which is unglamorous and often the most honest signal you have.
Paid traffic dies on a bad page. I build and iterate the landing pages the campaigns point to, so the conversion path is one system instead of two vendors blaming each other. Fixed scope, tied to the campaigns, not open-ended web design.
A Looker Studio dashboard tied to your real conversion data, plus a written read on what changed and why. No 40-tab spreadsheet, no vanity metrics, no 'impressions are up' as a headline.
Demand generation is a slower programme than demand capture. If you need pipeline this quarter, say so and we start with capture. I would rather set that expectation than miss it.
Some engagements have numbers I can publish from the account. Others are confidential, by contract or because they were employed roles, so I can speak to scope and approach but not exact figures. I would rather show you the real mix than invent a case study.
Google Ads and Performance Max in one of the most competitive local markets in the US, with expensive clicks, ZIP code choices and seasonal demand. The performance data is confidential by contract, so the case covers the work and the lessons, not the numbers. Read the case.
Cumulative account history since 2020: 5,707 clicks and R$ 63.61 per conversion. Conversions are contact actions recorded by Google Ads, not sales. I also created the brand identity and built the site. Read the case.
I have also worked in paid media in healthcare. Nothing from that work is published anywhere on this site: no employer named, no budgets, no results, no internal detail. It is listed only because it is where a large part of my healthcare experience comes from.
I go through the account, the tracking and the conversion path and tell you what is actually broken. You get the findings whether or not we work together.
Tracking, conversion actions and structure get corrected first. Optimising on top of bad data just makes you confidently wrong.
Campaigns, ad copy, audiences and landing pages built around how your buyers actually search.
Weekly optimisation against the metric that matters to your business, with a monthly written read on what moved and what is next.
Long-form writing on this topic from the blog.
B2B companies whose buyers do not yet search for the solution by name.
Not a fit: Local services and ecommerce, where search demand already exists and capturing it is the better use of budget.
No. Awareness is measured in reach and recall. Demand generation is measured in whether more of the right people start searching for and buying from you, which is a harder and more useful thing to track.
Longer than demand capture, typically one to two full buying cycles before the effect is visible in pipeline. Anyone promising faster is selling capture and calling it creation.
It works best as a proportion of a programme that already captures existing demand well. If your branded and non-brand search are not yet fully worked, start there, it is cheaper.
A combination of modelled attribution, self-reported attribution on forms, and whether branded search volume and direct traffic rise over time. No single number proves it, which is exactly why it needs agreeing up front.
A short form beats a long discovery call. Give me the basics and I will come back with a straight read on whether I can help, usually within one business day.
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