RIYA × SHIRLEY
How I WorkBook your audit
a little less chaos :)
$
we'll find the weird bit
RIYA × SHIRLEY

Paid media shouldn’t feel messy.

Shirley, I didn’t want to send you another generic pitch, so I made this page instead.

hope this makes you smile a little :)
Book your audit → Skip to the good stuff
me :) Riya
Riya
meets
Shirley you ↑
Shirley
Companies I’ve worked with
3 quick questions1 of 3

Which paid channels are you using right now?

Pick everything that is live.

Roughly how much are you spending each month?

This just helps me understand the size of the account.

What is frustrating you most about paid right now?

Pick the one that feels closest.

Okay. Your turn is over. Mine now :)

thanks for playing along, Shirley :)
okay, my turn ↓
Does any of this sound familiar?

You are spending money every month. Ads are running. Reports are coming in. But something still feels off.

😥

You are paying too much for leads Sales does not want

Lead volume might look fine on paper. The problem starts when you look at who those leads actually are.

🧱

People are clicking but not converting

The traffic is there. Something between the click and the conversion is not working hard enough.

📊

You have plenty of numbers but still cannot tell what is working

Spend, clicks, conversions, CPL. Great. But which campaigns are helping create real sales conversations?

🐌

Everything takes too long

A small change needs three people, two meetings and a week of waiting. By the time the test goes live, you have already moved on.

the ad account is only one piece
So I take on all of it

Because the problem is not always inside the ad account.

Sometimes it is. Sometimes it is the message. Sometimes the landing page. Sometimes tracking is wrong. Sometimes the CRM is telling a completely different story from Google Ads.

I do not want to keep changing campaigns just because I manage paid media. I want to find what is actually getting in the way.

Paid media

Google, LinkedIn, Meta and Microsoft Ads. Campaign setup, targeting, budgets, bidding, search terms, audiences, retargeting and ongoing optimization. The usual stuff.

Creative + landing pages

Good targeting cannot save a weak message. If people are clicking but not converting, I want to understand what they saw after the click too.

Tracking + reporting

UTMs. Conversion tracking. CRM stages. Platform reporting. If Google says one thing and HubSpot says another, I want to know why.

Pipeline data

Did they qualify? Did Sales speak to them? Did they become an opportunity? Did anything turn into revenue?

Your team

If I need to speak to RevOps, Sales, creative or whoever owns the landing page, I will.

The point

Paid media should not sit in its own little corner.

this is the part I care about most
How I think about ads

I do not think an ad creates pipeline by itself.

I actually think we ask too much from paid ads sometimes.

An ad has a much simpler job.

Distribution.

Get your product, idea, point of view, proof or offer in front of the right people. Again and again.

Some of those people are ready to buy today. Most are not. That is normal.

You cannot force someone into the market just because they saw your LinkedIn ad on Tuesday.

ProductIdeasPoint of viewProofOffers
That does not mean I stop at impressions

Distribution is only useful if we learn from what happens afterwards.

Someone sees an ad. Then maybe they click. Maybe they come back later through Google. Maybe they become a lead. Maybe Sales speaks to them. Maybe an opportunity gets created. Maybe nothing happens.

All of that tells us something.

Click
Lead
MQL
SQL
Opportunity
Revenue

I use the full journey to decide:

What should we keep doing?

What should we stop?

Where are we wasting money?

Where should the next test happen?

one or two good bets, not twenty
How I work

I do not like changing ten things at once.

If everything changes, you never really know what worked. So I normally start by understanding what is already happening.

01

Understand

Product. ICP. Sales cycle. Current campaigns. What a good lead actually looks like.

02

Find the problem

Where does performance start falling apart? Traffic? Lead quality? Landing page? Tracking? Sales handoff?

03

Make the first few changes

Not twenty changes. Usually one or two things with the best chance of moving the account forward.

04

Watch what happens

Some tests work. Some do not. That is part of the job.

05

Keep going

Once we solve one problem, there is normally another one waiting behind it.

and if this were your account...
okay Shirley, this is the bit I'd look at first ↓
If Riya × Shirley happened...

I would start here.

I have not seen your ad account. I have not seen your CRM. I have not spoken to Sales. So I am not going to look at your website for ten minutes and pretend I already know what is wrong.

Spend→ Traffic→ Leads→ Qualified Leads→ Opportunities→ Revenue

I would follow the journey first, then see where things start getting weird.

Maybe the targeting needs work.
Maybe you are paying for the wrong searches.
Maybe the ads are fine and the landing page is the issue.
Maybe attribution is broken.
Made for Shirley by Riya ✦
Proof

Here's what this looked like in practice

What was broken, what changed, and what it moved.

User Research SaaS

We stopped optimizing for free trials that rarely became customers.

Changed the conversion signal, fixed CRM lifecycle stages, simplified the demo flow, and rebuilt campaigns around search intent.

1% → 4%Click to MQL conversion
38%Lower cost per MQL
12% → 18%MQL to SQL conversion
Read case study →

EdTech SaaS

Built a cold, warm, and hot funnel around enterprise accounts.

Targeted 1,000+ employee companies, matched messaging to buying stage, and shared engagement signals with outbound sales.

$5.1MPipeline generated
763SQLs generated
52Deals created
Read case study →
Want to know how this would look on your account? Start with a free 30-min audit →
The difference

An agency, a hire, or me

All three genuinely work, but for different use-cases. Choose the one that fits yours the most.

Agency
In-house hire
Riya
Who does the daily work
Usually a team. The person you meet may not be the person inside the account every day.
One person who lives inside the business and owns paid full-time.
Me. You work directly with the person doing the work.
When performance drops
The issue may move between account management, strategy and execution.
Your hire owns the problem internally and works through it with the team.
I am already close to the account, so I can look beyond the ads when needed.
Cost
Retainer plus team overhead.
Salary, benefits, tools and full-time headcount.
Fixed monthly fee. No additional headcount.
Best when
You need a wider team across several specialist areas.
You need one person fully embedded in the company every day.
You want senior hands-on ownership without adding another full-time hire.
Trust matters a lot to me, especially in paid media where not every answer is obvious on day one.
one more thing that matters to me
Pricing

Choose how much you want me to own.

Same person and the same attention on every plan. The only difference is how much of the production I take off your team.

Paid Media

Paid Media

$3,000 / month
  • Google Ads
  • LinkedIn Ads
  • Meta Ads
  • Microsoft Ads
  • Campaign strategy
  • Reporting and optimization
Most popular

Paid Media + Creative

$3,500 / month
  • Everything in Paid Media
  • Creative briefs
  • Ad copy
  • Creative direction
  • Offer and messaging tests
Full ownership

Full Paid Acquisition

$4,000 / month
  • Everything above
  • Landing page copy
  • Landing page wireframes
  • CRO recommendations
  • Tracking support

Not sure which one you need? Book an audit and find out.

Are we a good fit?

When I'm probably not the right call

Better said now than three weeks into a contract.

+
If you're still working out who your ICP is, paid will get expensive quickly. Ads can make an existing answer cheaper and easier to reach, but they can't supply the answer.
+
If you want a plan executed exactly as written with no questions asked, we'd frustrate each other.
+
If your budget is small enough that a fixed fee would eat most of it, you'll get more out of putting that money into the ads.
+
If you're ecommerce or B2C, I'd be guessing. Different math, different playbook.
+
If what you need is lead volume to fill a dashboard, we'd be pulling in different directions.
Start with the audit

Think your paid acquisition could be doing more?

Let's find out. I'll go through your ad accounts, your tracking and your landing pages before we speak, then walk you through what I'd change and in what order.

Book the audit →
FAQs

Questions people ask before signing

+ Do I need to already be running ads?
No. If campaigns are live, we start with an audit of what's there. If nothing's running, we start with the strategy and the tracking setup instead.
+ Who writes the ad copy and the landing page copy?
I do, on every plan including the $3,000 one. Messaging is where most B2B paid media is won or lost, so it's not something I'd want to hand off.
+ How long before we see something?
Tracking and structure fixes usually show up within a few weeks in cost per qualified lead. Pipeline takes a sales cycle, because that's how long your sales cycle is. I'd rather set that expectation now than promise you a number in thirty days.
+ What do you need from me?
Access to the ad accounts and the CRM, some time with whoever runs sales, and one person on your side who can make a decision without convening a committee.
+ What if the problem turns out not to be the ads?
Then I'll say so, and we'll go fix what it actually is. Sometimes it's the offer, the form, the lifecycle stages, or how quickly sales follows up. None of that is much use to you sitting outside the scope.