Services · one operator
Six things one operator runs.
Not software, and not a team you never meet. Each service below is set up and run by the same named person, and each exists to make one specific decision cheaper to take. Where a service cannot name the decision it improves, it should not be on the list — so every one names its deliverables, the measure it moves and who runs it.
Find out which numbers to trust.
Marketing data does not usually fail loudly. It fails by drifting: two systems count the same lead differently, a campaign reports conversions that the CRM never received, and a channel is credited with revenue that arrived from somewhere else. The audit finds those places and ranks them by how much damage they are doing to decisions.
What the operator does
- Trace every conversion path from the platform to the CRM record it created.
- Count the records that fail to join, rather than estimating around them.
- Audit tracking, consent, deduplication and attribution windows.
- Interview the people who use the reports, and record what they say they cannot answer.
- Read budget allocation against actual outcomes by channel and market.
What you get
- Findings memo: what is broken, what it costs you, in plain language.
- Measurement gap register: missing, duplicated and misattributed data, with counts.
- Prioritised fix list with effort and dependency estimates.
- A one-page reporting standard you can hold any agency to.
- Read-only access throughout. Nothing is changed during an audit.
- Operator Mikee Shattuck, throughout
- Measure share of ad-to-revenue records that join cleanly
- Shape fixed fee, two weeks
- Access read-only
Attribution that states its assumptions.
Where the CRM stores no click identifiers, perfect attribution does not exist and anyone selling it is bluffing. What works is publishing a range and counting the records that miss, so the uncertainty is visible and stable enough to plan against. Where identifiers do exist, this is built properly: first-party, server-side, consented.
What we set up and run
- Conversion tracking with deduplication and consent handling, written down.
- Identity resolution from what you legitimately hold: leads, calls, CRM records.
- Two or three attribution models that are not expected to agree, shown side by side.
- Cost per outcome priced against billed revenue, published as a range.
- Data-quality checks that count every record failing to join, surfaced as a number.
Deliverables
- Tracking plan and event dictionary, version-controlled.
- Attribution model documentation, including what each model cannot see.
- Cost-per-outcome reporting by channel, campaign and market.
- Quality-check dashboard that fails visibly when a feed stops.
- Handover session for whoever will maintain it.
- Operator Mikee Shattuck, then a monthly review
- Measure cost per hire or cost per qualified lead, by source
- Measure records failing to join, reported not hidden
- Shape project, quoted per scope
Automation a person still watches.
Automation is where marketing quietly breaks: a flow that was rewired six months ago, a scoring model nobody has read since it was set, a routing rule that sends the best leads to a queue nobody owns. So we set up the flows and, just as importantly, the mechanism that tells a named person the moment they stop working. Nothing here is left running unattended and hoped for.
What we set up and run
- Lifecycle flows, lead scoring and routing, with SLA timers and escalation.
- CRM hygiene: deduplication, source-of-truth rules, required fields that mean something.
- Integration between ad platforms, forms, calls, CRM and reporting.
- Automated reporting pipelines that publish on a schedule you set.
- Agent-assisted steps where they save real time — always with a person reviewing the output before it is used or sent.
Deliverables
- Flow diagrams and a written record of every trigger, condition and exception.
- Runbook: how to change it, how to test it, what to do when it errors.
- Data dictionary covering what each field means and who owns it.
- Alerting on failed runs, stalled records and routing gaps.
- Operator Mikee Shattuck, with your team owning the runbook
- Measure time from lead to first contact
- Measure leads with no owner, trending to zero
- Shape project, staged
Spend, allocated on evidence.
This is operations, not media buying as a standalone product. We will not take a budget to manage without the measurement that makes it accountable, because that arrangement reliably produces spending that cannot be defended. Where the measurement exists, this is the work of keeping spend pointed at outcomes.
Scope
- Google Ads, Local Services Ads, Meta, YouTube and LinkedIn.
- Budget pacing, allocation by market, and reallocation rules written in advance.
- Account hygiene: conversion configuration, negative structures, naming that survives a year.
- Reporting read against CRM outcomes, not platform-reported conversions.
What it looks like in practice
At Collins Family & Estate Law Group this is the loop that sets Local Services Ads budget by office: rank position tracked across 45 markets, priced against intake and billed revenue, reviewed on a weekly cadence. The partner changes budget when the evidence moves, not when a platform recommends it.
- Operator Mikee Shattuck, weekly
- Measure cost per outcome against billed revenue
- Measure share of ad voice by market
- Shape monthly retainer
Be the answer, in a map and in a model.
Two things now decide whether a buyer finds you before they know your name: whether you appear in the local ad and map block, and what an AI engine says when it is asked your category in your city. Both are measurable, and both are usually unmeasured.
Local visibility
- Business profile work: categories, services, hours, photos, review handling.
- Ad-position tracking by city and practice, with competitor movement alerts.
- Programmatic local pages built only from sources that can be cited — nothing invented, nothing spun.
- Review velocity and response, tracked as a number rather than an impression.
AI visibility
- Ask six AI engines the questions real buyers ask, on a schedule.
- Record who they name, how often, and which sources they lean on.
- Fix the inputs they actually read: structured data, citations, entity consistency.
- Report changes as a rate over a window, with the raw answers retained.
- Operator Mikee Shattuck, with tracking running around the clock
- Measure top-2 ad position rate by market
- Measure named-in-answer rate across six engines
- Shape monthly retainer
Reports people read, and can check.
A dashboard nobody opens is a cost. This service produces two things: a reporting surface that names its sources so it can be trusted, and a written brief on a fixed cadence that says what changed and what to do about it. Both are handed over, documented and owned by you.
What we set up and run
- One reporting surface per audience: operator, marketing lead, owner.
- Source, window and freshness printed next to every figure.
- A written brief on the cadence you choose, drafted from the same data and read by a person before it is sent.
- Definitions page so two people reading the same word mean the same thing.
Enablement
- Runbooks for every recurring task, in your own tooling.
- Working sessions with the team who inherits it.
- Access, credentials and infrastructure documented and transferred.
- Thirty days of support after handover, then it is yours.
- Operator Mikee Shattuck, then your team after handover
- Measure figures with a stated source and window: 100%
- Measure time to answer a new question from the data
- Shape project, then optional retainer
Three ways to work together.
Diagnostic
Fixed fee, two weeks. Find out what is wrong and what it is worth fixing. Ends with a memo, a gap register and a prioritised list, whether or not you continue.
Every engagement starts hereBuild
Project fee against a defined scope: measurement, automation, reporting, or the three in sequence — set up by the person who will then run it. Fixed where the scope is knowable, capped where it is not.
4–10 weeks typicalOperate
Monthly retainer for the systems one named operator runs for you: paid media operations, visibility tracking, health checks and the written brief. Thirty days' notice, no lock-in.
Cancel with 30 days' noticeEvery service here is operated by Mikee Shattuck. That is the whole model: not a platform you licence, not an account manager relaying messages to a team you never meet, and not a system left to run unattended. One person sets it up, one person knows why each decision was made, and one person is answerable when a number is wrong. Where a job genuinely needs a specialist, they are named in the scope before it starts.
Fees are quoted against a scope after the diagnostic, not published as a rate card, because the honest answer depends on how many systems, markets and data sources are involved. Nothing is billed as a percentage of media spend: that arrangement pays us more when you spend more, which is the wrong incentive in a practice built to find out whether the spend is working.
Next
Start with the free training.
Six services is a lot to buy blind. The free training is the same work at small scale: a page, a form and a deploy, built with an AI agent on free tiers.