Campaigns that bring customers.

Every night a process downloads the previous day’s paid-platform data, normalises it in seven steps and writes it to a database. Nobody opens a spreadsheet or exports anything manually.

Raw data from one platform cannot be compared directly with another, and reporting that depends on someone remembering to update it eventually stops working.

On top of that data I built the interface that makes it usable: an overview of all clients, individual client pages with spend against budget and KPIs compared with an internal benchmark, plus best and worst videos with comments read and classified.

It is not a prettier report. It is where you look before deciding what to stop, rebuild or let run.

I connect campaign data with the CRM to bring spend, enquiries and sales progress into one view. Available identifiers link contacts back to creatives and acquisition paths, keeping individual ads distinct from the assets they use.

The dashboard brings together creatives, copy variants, audiences and paths such as website forms and appointments. It shows more than the cost of a contact: it reveals the milestones reached and contracts signed.

Cost per lead is useful, but it is not the whole story. I read it alongside sales outcomes and tracking limitations: an observed difference alone does not prove that an ad works better.

The advertising and tracking platforms, CRM and client channel are connected to the same AI: through an API where one exists, or through MCP where available.

From there, there is one control room: ask in plain language for an export, a hot-lead list turned into a retargeting campaign, or budget moved where contracts cost less. The AI says what it checked, acts across the platforms and returns a receipt.

It matters because daily management means twenty manual steps across six interfaces, and the time saved can go into decisions. The limits remain explicit: above the threshold it does not act, and it does not decide strategy. It works on one condition — the upstream data must already be clean and attributed.