Working with marketing teams at equipment businesses
This page is for the person who has to sell it internally. Every line on it is a working commitment you can quote back to me.
- For
- Marketing managers at equipment businesses
- You keep
- Sign-off, the accounts and the data
- You get
- One senior person, and a work log for the file
- First step
- An audit
How I fit your team’s process
- One channel or all three
- I can take Google Ads, SEO or Meta ads on their own while your team keeps the rest.
- Sign-off
- New sites, pages, campaigns and bulk changes sit on a private preview until your team says yes.
- Brand rules
- Ads and pages follow your brand guidelines, and the manufacturer’s where you sell under one.
- Approval steps
- If someone outside the marketing team has to approve work first, that step stays in.
- Routine changes
- New negatives and budget moves inside your cap go straight on the log, so routine work doesn’t wait for approval.
- For the file
- The monthly work log, with every line dated, described and costed.
Access you control
- Accounts
- Domains, ad accounts, analytics, Search Console and Business Profiles sit in your business’s name.
- Access
- I work on the access you grant, and you can take it back at any time.
- Data
- Your rules on which tools can touch company data apply to my work. Confidential files such as supplier price lists stay out of shared folders.
Nothing lives only in my head
A handover document is kept current for every client, so your team, or whoever comes after me, can pick up the work from your accounts and that document. Casey, my wife and business partner, works in Steel Cap Digital with me.
Reporting you can put in front of finance
The numbers come from tracking that’s been tested: purchases with their order value, quote requests and calls. When conversions jump, I check whether the tracking changed before the number reaches you.
If a campaign isn’t paying, it goes. At Gen4Sale the account was cut back in September to the campaigns that pay their way on margin. Reporting sits on the work log as a no-charge line.
Commercial terms procurement will ask about
- Pricing
- On the job, from an agreed estimate
- Ads management
- Never a percentage of spend
- Ad spend
- On your card, billed to you by Google and Meta
- Term
- No retainer required, no minimum term, no lock-in
Who you’d be working with
- Agency-side
- Six years as head of performance marketing
- Accounts run
- More than 50, hands-on
- Largest budget
- $220k a month on Google Ads alone
- Certification
- Google Ads certified
- Training
- Master of Clinical Epidemiology, Bachelor of Biomedical Science
The best first step is an audit
An audit shows you how I work before you commit to anything ongoing. I go through your sites, Business Profiles, ad accounts, Merchant Center, tracking and domains, and you get a register of every issue, ranked, with the fix for each.
Gen4Sale’s ran to 104 items, delivered 12 days after the start, and the register is yours to act on with or without me.
Send me the brief you’d send an agency
Email it to [email protected] or use the contact form. I’ll reply the same business day, and if it’s more than I can do well, I’ll tell you.