marketing & advertisingmarketing & advertising infrastructure for companies that have outgrown 'just do the marketing.’
marketing breaks down in growing companies for a predictable reason: the business knows what it sells but hasn't defined who it sells to, how those customers make decisions, or what differentiates the company from the three other options they're evaluating. without that foundation, every campaign is built on assumptions. agencies produce content for undefined audiences. ad spend targets broad demographics instead of specific buyer profiles. results get measured in likes and impressions instead of revenue and acquisition cost. the marketing isn't failing because the tactics are wrong. It's failing because nobody did the structural work that makes tactics effective.
the foundation
when we engage on marketing and advertising, the work starts with what's been skipped:
we define the company's service categories and map them to specific client segments.
we build positioning that articulates what the company actually does differently, in language the market understands.
we develop the strategy: which channels, which audiences, which messages, and what success looks like in numbers.
the execution
once the knowledge gaps are filled, the needs defined, and a strategy constructed, we execute it:
performance marketing campaigns across paid search, paid social, and display.
Content strategy tied to defined audiences rather than a general calendar.
MarTech deployment (the analytics, the CRM, the automation tools) configured
every dollar spent is trackable from first click to closed client. And ongoing reporting that tells you what's working, what isn't, and what to do about it.
our results
10-12% click-through rate on paid campaigns, 4-6x above industry benchmarks
$0.09 average cost-per-click across paid search and social
developed a brand platform for one of Toronto's fastest growing real estate teams
secured a $20 million business development opportunity for a major client
grew customer acquisition by over 40% through integrated campaigns spanning social media, paid advertising, CRM, and community partnerships
built customer acquisition funnels through social media, SEO, and paid advertising for a B2C e-commerce business, from launch to profitable exit
is this you?
you've been in business long enough to know if your product or service works. clients stay, revenue grows, referrals come in…but your marketing has never had a real strategy behind it. you've tried agencies, freelancers, maybe a junior hire and none of it stuck because nobody first answered the fundamental questions about who you're targeting and why. You're spending money on marketing but you couldn't explain what it's doing for you if your board asked tomorrow.
ready to build the foundation?
every engagement starts with a conversation about where your marketing is today and where your business needs it to be. no pitch decks, no proposals on the first call, just an honest assessment of what's working, what isn't, and whether finlay consulting is the right fit to help you fix it.