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Conversion
Strategist

Alex D'Romero has 7+ years turning ad spend into revenue — running the full funnel from first click to closed sale.

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Tools I run:
Brand One Brand Two Brand Three Brand Four Brand Five Brand Six
$4M+ Ad spend managed
3.2x Average ROAS lift
100+ Landing pages shipped
7 yrs In performance marketing
How it works

Where most agencies stop, I start.

Ads, landing pages, and tracking are usually handled by three different people who never talk to each other. I run all three — so nothing gets lost in the handoff, and every stage is optimized to feed the next.

01

Ads

Paid media and creative built to stop the scroll and qualify the click before it ever hits your site.

  • Meta & Google campaign strategy
  • Scroll-stopping ad creative
  • Audience & offer testing
02

Landing Pages

Conversion-first design that matches the ad's promise and removes every reason to bounce.

  • Message-match page design
  • Copy that sells, not just describes
  • Mobile-first, fast-loading builds
03

Tracking

Full-funnel attribution so you know exactly which ad, page, and click actually drove revenue.

  • GA4 & pixel implementation
  • Conversion event mapping
  • Weekly reporting & insights
Common mistakes

Most funnels leak in the same three places.

Every stage of the funnel has a version that limps along and a version that actually compounds. Here's what separates the two — and where I usually find the leak.

Campaign Analysis

Ads

Common mistake

Bidding strategies get switched before they've had time to learn, broad match soaks up cheap and low-intent clicks, and budget keeps flowing to search terms that have never once turned into a signup.

Done right

Campaigns get time to stabilize, match types are matched to real intent, and spend is continuously moved away from terms that don't convert — so every dollar is working toward a lead.

Conversion Rate Optimization

Landing Pages

Common mistake

A weak landing page can still generate a handful of leads, which makes it easy to mistake luck for a working system — until a slow stretch hits and there's nothing consistent to fall back on.

Done right

A page built to convert long-term creates predictable, repeatable lead flow — the kind of consistency that actually protects a business through a slow-down, not just a lucky month.

MarTech & Attribution

Tracking

Common mistake

Most accounts are set up to optimize for the wrong signal — teaching ad platforms to find more people who click or fill out a form, not more people who actually become customers.

Done right

When platforms are fed signup and sales data instead of just form fills, they learn to find more of the right people — the ones who turn into real revenue, not just a line in a spreadsheet.

What I've learned from CRO

Anatomy of a landing page that converts.

Every high-converting page follows the same content hierarchy, top to bottom. Here's the order.

Wireframe diagram of a landing page, labeled with seven annotated zones in order down the page Link Link CTA Heading text goes here Subheading text explains the offer Body copy text fills this line fully. A second line continues the sentence. Bullet point Bullet point Bullet point Name Email Phone Company Submit THE FOLD Logo Logo Logo Logo Section heading text goes here Service Service Service Section heading text goes here Case Study Result Case Study Result Quote Name Quote Name Section heading text goes here Question Question Question Section heading text goes here Body copy text fills this centered line. A second line continues the sentence. CTA Phone Number Privacy Policy
  1. 1

    Primary + Secondary CTAs

    One primary action above the fold, one low-commitment secondary option. Never more than two — extra choices just add friction.

    Common mistake: More than two CTAs, with no primary vs. secondary styling
  2. 2

    USPs

    The reasons to believe, stated plainly, above the fold — before the visitor has to scroll to find out why they should care.

    Common mistake: No value proposition, or failing to address the visitor's pain points
  3. 3

    Trust Signals

    The logo banner right after the hero — quick, low-effort proof that real companies already trust you.

    Common mistake: Crowding the hero with trust signals early on — test badges, logos, and testimonials separately to see which actually convert
  4. 4

    Services

    What you offer, placed directly below the fold so it's the very next thing a visitor sees.

    Common mistake: Not giving an overview of the services or pain points you solve — this should come early in the page
  5. 5

    Case Studies & Stories

    Proof it works, told through real outcomes — placed toward the middle of the page once interest is already established.

    Common mistake: Vague testimonials with no real results or numbers attached
  6. 6

    FAQ & Qualifying Info

    Objection-handling and self-qualification content toward the bottom, for visitors who need more before they'll commit.

    Common mistake: FAQ placed too high on the page, with questions that don't address real pain points
  7. 7

    Final CTA

    One last, unmistakable next step at the very bottom, for everyone who scrolled the whole way down.

    Common mistake: A generic "Submit" button with zero urgency
Free training

Conversion strategy, explained.

A short lecture on how ads, landing pages, and tracking actually work together — and the handful of mistakes that quietly wreck most funnels.

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Recent work

Project Snapshots

Click a project to open the full case study — challenge, approach, and results, without leaving the page.

Case study image

The Challenge

Paid search leads were coming in, but the intake page treated every practice area the same and hadn't been rebuilt in years — cost per consultation kept climbing while the site stayed untouched.

The Approach

  • AdsSplit campaigns by practice area so search intent matched the offer, instead of one generic "law firm" campaign competing for every keyword.
  • Landing PagesRebuilt the intake page around a single clear next step — schedule a consultation — instead of a long list of practice areas and attorney bios.
  • TrackingConnected call tracking and form fills to which leads actually became signed clients, not just submitted forms.

The Results

+118%Consultation requests
-27%Cost per consultation
60 daysTo full ramp
Case study image

The Challenge

One of the most competitive PI markets in the country — cost per click kept climbing, and the firm couldn't tell which campaigns were bringing in real cases versus tire-kickers.

The Approach

  • AdsRebuilt bidding and targeting around case value instead of click volume, cutting spend on searches that never turn into retainers.
  • Landing PagesBuilt dedicated pages for each injury type instead of one general "personal injury" page trying to speak to everyone.
  • TrackingTied signed retainers back to the exact campaign and injury type that generated them, not just the lead source.

The Results

2.4xQualified case volume
-19%Cost per signed case
45 daysTo positive ROI
Case study image

The Challenge

Free trial signups were high, but the team couldn't tell serious buyers from noise, and tracking stopped at signup — nobody could connect a trial back to a closed-won deal.

The Approach

  • AdsShifted targeting toward the audience segments that historically converted to paid, not just anyone who'd click "start free trial."
  • Landing PagesRebuilt the trial signup flow to qualify intent upfront instead of optimizing purely for signup volume.
  • TrackingConnected trial signups through to closed-won deals in the CRM, so spend could be judged on revenue, not signups.

The Results

+64%Trial-to-paid rate
-23%Cost per paid customer
50 daysTo full ramp
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Free CRO Tool

I built the tool I use to run my own tests.

The A/B Test Win Rate Calculator is the CRO dashboard I use on every engagement — it tracks whether I'm on pace to hit testing goals, flags when to cut a losing test early, and shows whether a client's conversion rate is actually trending up over time. Free to use.

Pacing

Are you on track to hit your annual win-rate target, or do you need to close out the year with more wins per test?

Cut Losses

Know when a test is statistically dead — or already a winner — before it wastes another day of traffic.

Client Trend

See whether a client's conversion rate is really improving over time, not just whether the last test won.

Try the Calculator
Testimonials

What clients say

“Alex rebuilt our funnel from the ground up and finally connected our ad spend to actual revenue. We could see exactly what was working for the first time.”

— Placeholder Name, Marketing Director

“The landing pages alone paid for the engagement. Conversion rate nearly doubled in the first month.”

— Placeholder Name, Founder

“Finally someone who understands ads, design, and analytics well enough to own the whole thing.”

FAQ

Questions, answered

The things people usually ask before we get started.

It starts with a full audit across ads, landing pages, and tracking — usually a two-week turnaround. From there you get a prioritized fix list, and I either implement it directly or work alongside your team.

All three — they're one system, not three projects. Fixing ad targeting doesn't help if the landing page doesn't convert, and neither matters if tracking is feeding bad data back into the platforms.

Tracking and attribution fixes usually show up within the first reporting cycle, about one to two weeks. Landing page and creative changes typically need two to four weeks of traffic before the data reads cleanly.

Meta Ads, Google Ads, and GA4 for the funnel itself, HubSpot, Claude, and GitHub for the build — plus whatever CRM or attribution stack you're already running.

Both. I'll audit what you already have and either rebuild it directly or hand your team exact wireframes and copy direction to implement.

Project-based for audits and rebuilds, retainer for ongoing funnel management. We'll figure out which fits best on the strategy call.

Not ready for a full engagement?

Get a paid conversion audit.

A focused, structured look at your funnel — ads, landing pages, and tracking — delivered as a written report with prioritized fixes. No call required.

  • Full funnel audit across ads, landing pages, and tracking
  • Written report with prioritized, ranked fixes
  • Delivered within 5 business days
  • Full price credited if you upgrade to an engagement

Heads up: ad platforms and landing pages need weekly optimization and analysis to keep leads consistent. Audit fixes typically hold for a few weeks — this isn't a set-it-and-forget-it fix.

One-time
$99USD
Buy the Audit

Secure checkout via Stripe.

Let's talk

Ready to fix your funnel?

Book a free strategy call and I'll show you where you're losing conversions — and what it'd take to fix it.