David A
Founder of 1212 Agency
SaaS Growth Marketing Expert. Founder of 1212 Agency, 10 years in digital advertising.
David A is the founder of 1212 Agency. Ten years in digital advertising, which is ten years spent inside ad accounts, analytics platforms and CRMs working out which spend produces revenue and which only produces reports. Google Partner and Google certified.
What he works on
Most agencies specialize in one layer of the funnel and hand the rest to somebody else. David works across the whole thing, because the failures usually happen at the seams:
- Paid media across Google, Meta, LinkedIn, Microsoft Advertising and Reddit
- SEO, AEO and GEO, covering classic organic search alongside the answer engines and generative results that increasingly sit above it
- Conversion rate optimization and landing page design
- Tracking and automation, so a booked job or a closed deal can be traced back to the search that produced it
A campaign that generates cheap leads and no revenue is a tracking problem as often as it is a targeting problem. Building both sides is the point.
Two practices, one method
The positioning is SaaS growth marketing, and that is where the hardest version of the problem lives: long sales cycles, buying committees, and a demo request that means nothing until it becomes pipeline. The work there is attribution as much as acquisition.
But the practice is not SaaS-only, and the writing here reflects that. Home services is the other half: restoration, roofing, HVAC, pool building, remodeling and concrete. High-ticket, intensely local, and won or lost on speed to lead and local search visibility. Industrial and manufacturing sits between the two, with SaaS-length sales cycles and home-services-style technical buyers.
The channels differ. The discipline does not: find the searches that carry intent, build the page that deserves to win them, and measure the result in revenue rather than in leads.
Writing
Everything published here comes out of live accounts, not a content calendar.
Articles by David
B2B Lead Generation: Build a Demo Path Sales Can Use
A submitted form is only one step. Build the path that gives sales a relevant request, the right booking destination and a clear next action.
Google Ads Negative Keywords: Block Waste Without Blocking Buyers
An exclusion can block an integration buyer as easily as an irrelevant click. Check buyer intent, match type and campaign scope before making your list longer.
Bing Ads vs Google Ads: What Doubling a Microsoft Ads Budget Taught Us
Microsoft Ads is a smaller auction, so a budget does not scale the way it does on Google. What happened when a B2B account doubled its Microsoft Ads budget, and how to decide where your money goes.
Google Ads Conversion Tracking: Keep the Click ID From the Ad to Your CRM
The tag firing is the easy part. Leads go missing between the ad click and the CRM, and Google Ads keeps bidding on half a picture. Here is where the click ID gets lost and how to keep it.
SEO for HVAC Companies: How to Rank for the Searches That Book Jobs
Paid search buys demand today. SEO is how an HVAC company stops paying for every call. Here is what actually moves local rankings, in the order worth doing it.
Manufacturing Marketing: What Most Industrial Companies Get Wrong
Industrial buyers research long before they contact a supplier. Most manufacturing websites are organized around the company instead of the questions those buyers are asking.
HVAC Marketing Strategies: The Complete Playbook for Contractors
Consistent demand in HVAC comes from a system of channels, not a single campaign. Here is the whole playbook, from emergency search to maintenance plan renewals.
SEO for Pool Contractors: How to Generate More Qualified Pool Leads
Pool projects are high-ticket, highly local, and extremely competitive. Here is how to build search visibility that produces qualified estimates instead of traffic.