I Build Purposeful Digital Strategies That Change How Businesses Compete And Grow In Competitive Markets.

GAAS Agency

Director

Built a pixel enrichment software https://getconversiondata.com/ that increases the match rate through the Meta Conversions API (CAPI). Increased efficiency by 30%+ on over $40k/day spend during my tenure.

No longer building for the company but doing the occasional consulting.

Get Conversion Data

Co-Founder

I created https://radspy.io/ as a way to conduct in-depth competitor research for Google Ads, as well as:

1. See which competitors are influencing your CTR and CPA. A report never made commercially available by any competitors I could find (message me if you want to hear how I did it!)
2. Track landing page A/B tests over time
3. Track headline and ad description tests competitors used and/or phased out

I built the whole thing from scratch without outside help in about 3 weeks.

CPA's for cold traffic were good, with ~$8 sign ups and product-sign-ins at ~$25.

Here's a page that worked great for cold acquisition: https://radspy.io/nike-report-sign-up

However...

The product really isn't that sticky. While I've broken even and have customers using and paying for the tool, I'm not currently pursuing growing revenue.

It was a great exercise to see what worked, and what didn't.

Google released the "ad library" to see all the ads competitors ran which also took wind out of my sails. 

All in all, the next product I release will either solve a much bigger problem, or be a "magic pill" that requires no work to implement. As of April 2023 I've got a SaaS a few brands spending $200k+/mo on social are piloting that fits much more in the "magic pill" category. As results come in I'll add that company here.

Rad Spy

Owner

I bring programming and ops to power effective paid search accounts. 

Agencies ask me to:
✅ Teach their team how to scale accounts that work & "fix" efficiency to trouble accounts
✅ Build custom software to make account management and client onboarding easier
✅ Optimize their collection of offline conversion events through CRM integrations

Some recent wins are:
👉 Spearheaded wins on $500k/mo retailer, bringing YOY revenue from down 30% to up 30% within 2 weeks of starting while hitting efficiency goals
👉 Helping a local agency scale from 8 to 25 accounts paying over $1500/mo in 6 months
👉 Building a custom CMS for a niched agency that enables them to launch new accounts with a 30%+ converting page in under 2 hours
👉 Helping industry-teachers build custom tools for lead gen efforts (Hi Ed!)

I specialize in high lead cost lead generation accounts and bring success through:
✅ Fixing rising lead costs through competitor intelligence and message testing
✅ Prioritize leads that take revenue-generating down funnel actions

Some recent wins are:
👉 Scoring F500 clients for a seed stage B2B start up through cold search
👉 Dropping lead costs for specialized insurance with >$1k payouts to under $80
👉 Scaling B2B training YT budgets to > $100k/mo (4x where a previous agency capped out) while maintaining CPAs

I write some of my nerdy stuff here: https://googleadsopenresearch.com/

Agency clients, B2B SaaS, Local, Legal, Etc Clients

Technical Paid Search Specialist

Perfectus Labs

 Paid Media Strategist

I had decided to take a month after my position at Taloflow before joining Perfectus to work on some software projects with other members of the paid media community. 

I built two applications:
1. A streamlined way to generate Google Ads campaigns from spreadsheet data
2. A competitive insight tool that scrapes Google search results to give ad results, competitor landing page screenshots, and machine-learning driven insights on what ad copy is most compelling.

Freelance

Freelance Software Developer

Head of all new customer acquisition efforts, bringing clarity and decisiveness to tech-stack decisions.

✔ Developed and executed content plan that brought rankings for competitive terms, previously held by G2 and other established competitors
✔ Created and executed on a media buying strategy across Google Ads, Reddit and Facebook
✔ Assisted in product design, analytics and conversion rate optimization

Taloflow (YC W21)

Head of Growth

End to end marketing consultant with heavy emphasis on end to end campaign tracking, data analytics, and targeted B2B lead acquisition.

- Managed paid search campaigns with end to end analytics resulting in 18x return on investment across 7 figures of spend.

- Built custom CRM integrations to report revenue numbers to Google Ads, resulting in 31% improvement in account efficiency across >$1mil spend.

- Leveraged organic social media through Reddit to acquire seven figure deals at no budget.

- Managed paid social campaigns for local service lead generation resulting in 20x+ ROI in three different verticals.

- Consulted for, and directed design on pitch decks used for multiple start ups raising $500k - $5 million in funding.

- Managed social media campaign resulting in millions of earned views for e-commerce product. 

Hard skills include:
- Conversion rate optimization and testing
- UX research, prototyping, and design
- Google/Bing search ads management
- Facebook ads management
- Full stack web application development with popular tools such as Wordpress, Go and React

Ruthless PPC

Marketing Consultant

As head of Social Media Marketing at Moving Mountains, my job requires coordinating a digital marketing strategy that combines paid search, social, and content strategy. 

Social Media Marketing is incredibly powerful, and as such, there is no shortage of advertisers on the platform. My job is to find the best way to leverage different platforms to reach the goals of individual businesses. There is no one strategy, but each vertical requires research, finesse, and a unique strategy.

I've worked across a range of verticals including home decoration, sales training webinars, real estate, restaurants, roofers, pest control, dentists, and hotels.

While each vertical presents its own unique challenge, the same principles apply to each new situation.

This position ended amicably and Moving Mountains and Equipo Media have formed a mutually beneficial partnership.

Moving Mountains Advisors - SEO Experts

Head of Social Media Marketing

As a Project Manager for Social Media clients at Moving Mountains, my task covered three main roles: development of Social Media strategy, client facing reporting, and Social Media advertisement.

I managed and grew Social Media profiles with more than 1 million followers, and turned Social insights into actionable, commercialized data.

Project Manager

I started Redapt Digital to address a major problem that I saw in advertising: out of touch Social Media Marketing. Using my background as a professional photographer I began to create engaging content specifically made for Instagram and Facebook. With success in this field, Redapt Digital grew to take on more roles in digital advertising.

Website creation came next and I began to direct freelancers to achieve my vision for clients. Next, I partnered with an SEO agency to fill the gap of paid Search Engine marketing that I had developed. Over time I realized that in order to run a truly full-service digital agency I needed to bring more people in-house. 

Once I found the talent, I dissolved Redapt Digital, partnered with a Venture Capital firm Equipo Ventures, and founded Equipo Media.

Austin Pena