It was never the ad. It was everything after the click.
We run paid media for high-ticket, lead-driven businesses and optimize it to closed revenue, not form fills. Every dollar of spend gets tied to the deals it produced, then bidding chases the leads that actually close.
Most agencies stop at the click. We start there.
01 · Click
Paid traffic
Google, Microsoft, Meta, Reddit and ChatGPT Ads
02 · Lead
Post-click funnel
Landing pages, forms and speed to lead
03 · Qualified
AI lead scoring
Propensity models written into your CRM
04 · Opportunity
Pipeline ownership
Stale deal alerts plus SMS and email nurture
05 · Revenue
Closed-loop signal
Offline conversions fed back into bidding
Stages 02 through 05 are where paid media budgets are won or lost. That is the work we own.
What’s included.
Paid search, social and AI ads
Google Search, Performance Max, Demand Gen, Microsoft Ads, Meta, Reddit and ChatGPT Ads, structured and bid against downstream outcomes.
Closed-loop attribution
GA4, GTM and enhanced conversions, CRM-to-ad-platform offline conversion imports, and value-weighted conversions tied to deal stage.
AI lead scoring
Custom models trained on your CRM history that score every lead, drive lead-level bidding, and write directly into CRM fields.
Landing pages and CRO
Conversion-focused pages and structured A/B/C tests, pressure-tested with VoxPanel, our AI focus group, before spend goes behind them.
Forecasting and unit economics
Media plans and pro formas built on your close rates and deal values, with CPL, cost per opportunity and pipeline-to-spend targets.
Reporting your team will use
Custom dashboards plus a Slackbot that answers questions about your live data in plain English.
Selected results.
Residential solar · Publicly traded energy company · Lead scoring
Teaching bidding which solar leads actually buy
Healthy lead volume, but cost per qualified lead was rising and bidding treated every lead as equal.
Built a lead scoring model on CRM outcomes and fed scored conversions back into Google and Microsoft bidding.
+32%
efficiency in cost per sale
Asset protection law firm · Paid search + intake · 4 months
Fewer leads, more signed clients
Campaigns were optimized for form fills and call volume. The intake team was buried in unqualified leads and cost per signed case was climbing.
Restructured the media strategy around closed-case data from the CRM, fed that signal back to the ad platforms, and rebuilt the nurture flow.
−42%
cost per signed case
+28%
signed cases per month
Consumer law firm · Google Ads takeover
Optimizing to cases, not spam
The account was optimizing to a conversion that was mostly spam leads, so Google kept buying more of them.
Rebuilt conversion tracking around qualified consults and closed cases, cleaned up the lead flow, and restructured campaigns.
−56%
spam leads
+40%
closed cases
Financial services lender · Landing page testing
A three-way test on the application form
Paid traffic was landing on a form that underconverted for a high-intent audience.
Designed and ran an A/B/C landing page test on messaging, layout and form flow.
+17%
site conversion rate
B2B company · AI search + paid search
One program instead of two silos
Paid search was carrying acquisition on its own, at a high cost per conversion, while organic and AI search weren’t pulling their weight.
Ran AI search optimization and paid search as one program, improving rankings and conversion rate so every click worked harder.
+80%
paid conversions
−34%
cost per conversion
Founder track record · B2B results Alex Fleshner led at Google Ads
Cybersecurity software
+130%
Bidding toward bigger contracts
Shifted optimization toward larger customer contracts instead of raw lead volume. Closed value grew 130% within six months.
Developer platform (SaaS)
+48%
Paid customers, not free trials
Moved the account from optimizing to free trial sign-ups to optimizing for paid conversions. Paid conversions rose 48% within nine months.
Industrial manufacturer
+1,200%
Offline sales values in bidding
Fed offline conversion values from the sales pipeline into Google Ads bidding, lifting return on ad spend 1,200%.
Founder results come from accounts Alex managed during his time at Google, before founding FrogFish. Client names are withheld.
What we’re building now.
Active programs across B2B and B2C. Results are still accruing, so we show the work rather than the numbers.
B2B · Wellness platform
Lead scoring and lifecycle nurture
Custom lead scoring plus nurture campaigns segmented by free versus subscribed users and how they engage across the platform.
B2B · Fintech
Predicting first-funded accounts
A lead scoring model trained on CRM history that predicts which applicants become first-funded accounts, with scores written back into the CRM.
B2B · Vertical SaaS
Paid search tied to pipeline
Rebuilding Google Ads around sales-qualified pipeline and a pipeline-to-spend target, starting with keyword cleanup beyond branded search.
B2C · Clinical trial recruitment
HIPAA-safe patient funnels
Search-to-enrollment funnels with same-day video eligibility screening and BAA-backed attribution, with no ad pixels on health forms.
B2C · Residential solar installer
Closing the loop to Salesforce
Paid search and Meta for a SoCal installer, with UTMs and click IDs carried into Salesforce and an email nurture that exits converted leads.
B2B · Business lending
Qualified-lead optimization
Meta optimized to credit-qualified business owners instead of raw form fills, with automated SMS follow-up the moment a lead arrives.
How we work together.
Let’s find your biggest leak.
Most engagements start with a 30-minute call. We’ll look at your funnel from click to close and tell you straight whether FrogFish is the right fit.
Book a strategy call →Alex Fleshner, Founder & CEO · alex@frogfishconsulting.com · +1 310 404 7947 · Los Angeles, CA