Halyard
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AI Marketing Director

Spend less to win each customer.

The AI Marketing Director audits every ad you run on Google, Meta and beyond, cuts the waste, runs its own tests and moves budget to what works, inside limits you set. Every week, it tells you what changed, in plain English.

  • Every account audited
  • Tests called on evidence
  • Budget within your caps
Book a free AI assessmentWatch the demo

Works for your marketer or agency, not instead of them. They approve strategy, creative and budget.

FIG. 1 Illustrative interface. Juniper Lane Kitchen & Bath is a fictional kitchen and bathroom remodeler, 75 employees; the figures are the modeled example in “What it’s worth” below.
01Where budgets leak

The usual leaks, found and sized.

The first audit checks for the patterns that quietly drain ad budgets, and puts a dollar figure on each one it finds.

  1. 01

    Search terms that never convert

    Clicks from people looking for jobs, free advice or a service you don’t offer, paid for every month.

  2. 02

    Spend where it can’t pay off

    Ads shown outside the area you serve, at hours nobody can answer, or for products that are out of stock or too thin on margin to advertise.

  3. 03

    Campaigns competing with each other

    Two campaigns bidding on the same searches and driving up your own costs.

  4. 04

    Tired creative

    The same ad shown to the same people too many times, with results sliding.

  5. 05

    Landing pages that lose people

    Slow pages, unclear offers and forms that ask too much.

  6. 06

    Tracking you can’t trust

    Conversions counted twice or not at all, so every decision rests on bad data.

  7. 07

    Sales counted twice

    Google and Meta can both claim the same sale. We check their numbers against your real orders and booked jobs, and judge campaigns on margin, not revenue.

  8. Your OK

    Every finding comes with the fix, and nothing changes without your approval.

02See it work

Watch an ad audit turn into a test plan.

The agent connects to the accounts, finds the waste, launches tests and moves budget, then reports what changed.

See all six demos
Halyard Marketing Director · Stillbrook Dental GroupStillbrook Dental Group
Simulated demo
Spend · week 8$6,000same
Bookings39▲+4vs week 1
Cost per booking$154▼−10%
Waste found$4,364per 4 weeks
CampaignsExperimentsWeek 4BudgetTrend

Google AdsMeta Ads

Cost per new-patient booking · weekly

Spend held at $6,000 a week

Experiment results · week 4

TestChangeProbabilityDecision
A · Headline−12%64%PromisingRun 3 more weeks
B · Audience0%50%No clear differenceKeep current
C · Landing page−17%61%PromisingRun 3 more weeks
Agent feedHalyard Marketing Director

Guardrails· set by Stillbrook

  • Budget changes: max ±20% per campaign per week
  • Weekly total stays at $6,000
  • New ads use pre-approved claims; Jess approves new creative
  • No patient data is sent to ad platforms

  1. Week 8

    Week 8 report · for Dr. Park

    39 new-patient bookings at $154 each (week 1: 35 at $171). Same $6,000 a week.

    What worked: cutting search waste and moving budget to the lowest cost per booking.

    Still testing: the “Same-Week Appointments” headline and the implant consult page.

    Next: a Saturday-hours message for Eastgate.

  2. Week 5

    Budget moved

  3. Week 4

    Results in

  4. Week 2

    3 experiments live. A test wins at 90% probability or better.

  5. Week 2

    Fixes live

    • Implants: 43 negative keywords added; broad match → phrase match
    • $99 exam: tired video paused; 3 new ads live
    • Near me: 12-mile radius around each office; people in the area only

    Approved by Jess MorganMon 10:12 am · 3 changes logged

  6. Week 1

    Audit: 6 campaigns, 1,912 search terms, 14 ads · 6 min

  7. Week 1

    Connected (read-only): Google Ads · Meta Ads · practice-management bookings

Result

Illustrative example
$4,364per 4 weeksWaste found in a 6-minute auditBroad-match terms $2,132 + tired creative $1,336 + out-of-area clicks $896: 18% of spend.1 source
$171 → $154Cost per new patient, week 1 vs. week 8 (−10%)Fixed $6,000 a week; 35 → 39 bookings; matches a 10% modeled gain from 8 weeks of tuning.2 sources
+4a weekNew patients, same budget≈ $5,120 contribution per 4 weeks: 16 patients × $800 first-year collections × 40%.2 sources

Every budget move stayed within ±20% a week.

See a full-year exampleBook a free AI assessment
Week 8 report ready for Dr. Park
Step 1 of 8Stillbrook Dental: 4 offices, 6 campaigns, $24,000 every 4 weeks.

This demo needs JavaScript. Here's the step-by-step version instead.Motion is reduced, so every step is shown at once. Press Play to step through them one at a time.

  1. Stillbrook Dental: 4 offices, 6 campaigns, $24,000 every 4 weeks.
  2. It audits every campaign, search term and ad: 18% of spend is waste.
  3. Fixes go live: 43 negative keywords, fresh creative, tighter radius.
  4. Then it designs three experiments to find what books more patients.
  5. Three weeks later: no clear winner yet. Two tests keep running.
  6. Budget moves to what works, never more than ±20% per week.
  7. Week 8: cost per new patient is down from $171 to $154.
  8. Same budget. Four more new patients every week.
0:00 / 0:40
Read the step-by-stepHide the step-by-step
  1. Stillbrook Dental: 4 offices, 6 campaigns, $24,000 every 4 weeks.
    • KPIs: Spend · last 28 days $24,000 · New-patient bookings 141 · Cost per booking $170 · Est. ROAS 6.8x.
    • Campaigns, last 28 days: Search · Dentist near me (Google): $6,400 · 40 bookings · $160 each · est. ROAS 5.0x; Search · Emergency dentist (Google): $3,600 · 24 bookings · $150 each · est. ROAS 4.3x; Search · Dental implants (Google): $5,200 · 13 bookings · $400 each · est. ROAS 9.0x; Meta · $99 new-patient exam (video) (Meta): $4,200 · 30 bookings · $140 each · est. ROAS 5.7x; Meta · Clear aligner consult (Meta): $2,800 · 14 bookings · $200 each · est. ROAS 10.0x; Meta · Retargeting: site visitors (Meta): $1,800 · 20 bookings · $90 each · est. ROAS 8.9x. Total: $24,000 · 141 bookings · $170 each · est. ROAS 6.8x.
    • Booking = a new-patient appointment booked online or by phone. Est. ROAS = bookings × average first-year collections per new patient for that service ÷ spend (general $800, emergency $650, implants $3,600, clear aligners $2,000).
    • Guardrails · set by Stillbrook: Budget changes: max ±20% per campaign per week; Weekly total stays at $6,000; New ads use pre-approved claims; Jess approves new creative; No patient data is sent to ad platforms.
    • Feed: Connected (read-only): Google Ads · Meta Ads · practice-management bookings.
  2. It audits every campaign, search term and ad: 18% of spend is waste.
    • Week 1 · Audit: 6 campaigns, 1,912 search terms, 14 ads · 6 min.
    • Search · Dental implants, flag “Broad-match waste”: 41% of spend ($2,132) matched searches that never book: “dental implant school” $412, “free dental implants” $388, “dental implants overseas” $356, “implant dentist jobs” $301, “denture repair kit” $244, + 38 more terms $431.
    • Meta · $99 new-patient exam (video), flag “Creative fatigue”: Frequency 7.4. CTR down from 1.9% to 0.8% in 4 weeks. Weekly cost per booking: $95.45 → $131.25 → $175.00 → $210.00 $1,336 spent above its week-1 cost per booking.
    • Search · Dentist near me, flag “Out-of-area clicks”: 14% of clicks came from 15+ miles from any office. None of the 40 bookings did. $896.
    • Waste found: $4,364 per 4 weeks (18% of spend).
  3. Fixes go live: 43 negative keywords, fresh creative, tighter radius.
    • Week 2 · Fixes live:
    • Implants: 43 negative keywords added; broad match → phrase match.
    • $99 exam: tired video paused; 3 new ads live.
    • Near me: 12-mile radius around each office; people in the area only.
    • Approved by Jess Morgan · Mon 10:12 am · 3 changes logged.
  4. Then it designs three experiments to find what books more patients.
    • Week 2 · 3 experiments live. A test wins at 90% probability or better.
    • A · Headline test · Google Search: Dentist near me (one ad group per office). Current: “Family Dentist in Eastgate | New Patients Welcome”. New: “Same-Week Appointments | Most Insurance Accepted”. Split 50/50 · 3 weeks · Measure: cost per booking.
    • B · Audience test · Meta: $99 new-patient exam (new ads). Current: Adults 25–65 within 10 miles of an office. New: Adults 25–65 within 5 miles of an office. Split 50/50 · 3 weeks · Measure: cost per booking.
    • C · Landing page test · Google Search: Dental implants. Current: Homepage. New: Implant consult page with price ranges, financing options and online booking. Split 50/50 · 3 weeks · Measure: cost per booked consult.
  5. Three weeks later: no clear winner yet. Two tests keep running.
    • Week 4 · Results in.
    • A · Headline: current $2,400 · 15 bookings · $160.00 each; new $2,400 · 17 bookings · $141.18 each; cost per booking −12%; 64% probability new is better. Promising: run 3 more weeks.
    • B · Audience: current $1,575 · 11 bookings · $143.18 each; new $1,575 · 11 bookings · $143.18 each; cost per booking 0%; 50% probability new is better. No clear difference: keep current.
    • C · Landing page: current $1,950 · 5 consults · $390.00 each; new $1,950 · 6 consults · $325.00 each; cost per booking −17%; 61% probability new is better. Promising: run 3 more weeks.
    • Chance the new version books more patients per dollar. We call a winner at 90%.
  6. Budget moves to what works, never more than ±20% per week.
    • Week 5 · Budget moved. Week 4 → week 5:
    • Search · Dentist near me: $1,600 → $1,920 (+20%). Lowest search cost per booking after the radius fix. Wanted +35%, capped.
    • Search · Dental implants: $1,300 → $1,460 (+12%). Negatives cut the waste; highest value per patient. Search volume limits more.
    • Meta · Clear aligner consult: $700 → $700 (0%). Steady at 10.0x.
    • Search · Emergency dentist: $900 → $720 (−20%). Lowest value per new patient ($650).
    • Meta · $99 new-patient exam: $1,050 → $840 (−20%). Audience test: no clear difference.
    • Meta · Retargeting: $450 → $360 (−20%). Frequency 9.1; audience worn out.
    • Total: $6,000 → $6,000 (0%).
    • All changes within ±20% · weekly total unchanged. Queued for week 6: Dentist near me +12.5% to $2,160 (guardrail).
  7. Week 8: cost per new patient is down from $171 to $154.
    • Cost per new-patient booking, weekly, at $6,000 a week: week 1 $171 (35 bookings), week 2 $167 (36 bookings), week 3 $167 (36 bookings), week 4 $162 (37 bookings), week 5 $162 (37 bookings), week 6 $158 (38 bookings), week 7 $158 (38 bookings), week 8 $154 (39 bookings).
    • Annotations: week 1 Audit; week 2 Fixes live; weeks 2–4 Experiments; week 5 Budget moved; weeks 6–8 Weekly budget steps (±20% cap).
    • KPIs, week 8: Spend · week 8 $6,000 (same) · Bookings 39 (+4 vs week 1) · Cost per booking $154 (−10%) · Waste found $4,364 per 4 weeks.
    • Week 8 report · for Dr. Park: 39 new-patient bookings at $154 each (week 1: 35 at $171). Same $6,000 a week. What worked: cutting search waste and moving budget to the lowest cost per booking. Still testing: the “Same-Week Appointments” headline and the implant consult page. Next: a Saturday-hours message for Eastgate.
  8. Same budget. Four more new patients every week.
Waste found in a 6-minute audit
$4,364 per 4 weeks
Cost per new patient, week 1 vs. week 8 (−10%)
$171 → $154
New patients, same budget
+4 a week

Simulated demo. Stillbrook Dental Group and the people named are fictional. Figures are illustrative.

03What it does

A marketing director that tests, measures and reports.

It does the analysis a good marketing lead would do, every day, across every account.

  • Full-account audit

    Every campaign, ad group, keyword, audience and search term across Google Ads, Meta Ads, Microsoft Ads and LinkedIn.

  • Ties spend to revenue

    Connects ad data to your website analytics and CRM, so you see cost per booked job or sale, not just cost per click.

  • Fixes tracking first

    Checks that conversions are counted correctly and flags broken tags and double counting. Good decisions need good data.

  • Cuts the waste

    Adds negative keywords, fixes location and schedule settings and pauses what’s losing money, with your approval.

  • Designs experiments

    Tests one change at a time (creative, audience, offer, landing page or budget split), each with a clear hypothesis and a rule for when to stop.

  • Calls winners on evidence

    Waits for enough data before declaring a winner, so you don’t chase noise.

  • Moves budget to what works

    Shifts spend toward the campaigns bringing in customers, inside the caps and rules you approve.

  • Drafts new creative

    Writes headlines, ad copy and landing page variants in your brand voice, for your approval.

  • Reports in plain English

    A short weekly note on what changed, what we tested, what we learned and what’s next, plus a monthly view of cost per lead, cost per acquisition and return on ad spend.

Who does what

Your marketer, agency or you decide

  • Strategy, brand and positioning
  • Final say on creative and messaging
  • Budget, caps and any increase
  • New campaigns and new offers

The Marketing Director does the daily work

  • Checks every search term and placement, daily
  • Spots tired ads and broken tracking
  • Runs clean tests and calls them on evidence
  • Moves budget inside your caps, then reports
04How it works

Audit, fix, test, repeat.

A steady weekly rhythm, with every change logged and every big decision left to you.

01

Connect, read-only

We connect your ad accounts, analytics and CRM with read-only access first.

Typically week 1

You getA full picture, nothing changed

02

Audit and baseline

A full audit with each finding sized in dollars, plus the baseline we measure against: cost per lead, cost per acquisition and return on ad spend.

Typically weeks 1 to 2

You getEvery leak, sized in dollars

03

Fix the obvious

With your approval, we fix tracking, cut clear waste and tighten targeting.

Typically weeks 2 to 3

You getClean tracking, less waste

04

Test and learn

A running test plan. Each experiment has a hypothesis, a budget and a stopping rule.

Ongoing, in weekly cycles

You getAnswers you can trust

05

Report and reallocate

Weekly plain-English notes and a monthly review. Budget moves toward what works, inside your caps.

Ongoing

You getA weekly note, a monthly review

How fast tests produce answers depends on your spend and traffic. We’d rather wait than call a winner on noise.

05Guardrails

Your budget, your brand, your rules.

The agent works inside limits you set. The big decisions stay with you.

  • Spending caps

    Set inside the ad platforms wherever they support it. The agent can’t raise them without your approval.

  • Approval for big moves

    New campaigns, new offers, budget increases and new messaging all wait for your OK.

  • Brand-safe copy

    Every ad follows your brand voice and a list of approved claims. No invented promises, discounts or guarantees.

  • Customer data stays put

    Customer lists never go to an ad platform without your approval.

  • Change log and rollback

    Every change is logged with the reason and the result, and any change can be rolled back.

  • Platform and industry rules

    Special ad categories (housing, employment) and regulated fields (healthcare, legal) follow platform policy and your compliance review.

  • Early warnings

    If results dip or something looks off, the agent flags it right away and holds risky changes until you’ve seen it.

  • An off switch

    Pause the agent at any time. It makes no further changes until you say so.

06What it’s worth

Fewer wasted dollars, more customers per dollar.

Ad improvements show up as money you stop wasting and more customers from the same budget. This example keeps spend flat, puts the savings to work and counts only the gross profit on the extra jobs.

Modeled estimateIllustrative example
AI Marketing Director

Juniper Lane Kitchen & Bath

Fictional kitchen and bathroom remodeler · 75 employees

The AI Marketing Director audits campaigns daily, cuts spend that produces nothing, runs controlled tests and moves budget to what works, within limits the owner sets.

Modeled value: $146,844 a year in the base case, up to $332,568 in the upside case.

7 to 14 hours back a month

  • Team time
  • Added gross profit

Where the value comes from: Marketing team time, $4,284 to $8,568; More leads at the same spend, $142,560 to $324,000.

$12,237 × 12 = $146,844Upside $27,714 × 12 = $332,568

Added revenue$475,200 to $1,080,000 a year

From extra remodeling jobs at the same ad spend. Only the 30% gross margin is counted.

Today

Monthly ad spend
$27,000
Cost per lead
About $90 (home services median)
Leads a month
300
Close rate and average job
10% of leads; $12,000 at a 30% gross margin
Marketing team on reports and ad copy
50 hours a month (30 reports, 20 copy and briefs)

With the agent

Cost per lead after 60-90 days
About $81, 10% lower (upside $72)
Leads a month, same spend
333, +33 (upside 375)
Extra jobs
3.3 a month (upside 7.5)
Marketing team hours back
7 a month (upside 14)
Where the value comes from
SourceBaseUpside
Marketing team time (Team time)$4,284$8,568
More leads at the same spend (Added gross profit)$142,560$324,000
Modeled value a year$146,844$332,568

The math

Base case
Line itemFormulaValue
Leads today$27,000 ÷ $90300
Cost per lead after optimization$90 × (1 − 10%)$81
Extra leads at the same spend (rounded down)$27,000 ÷ $81 − 30033
Extra jobs at today's close rate33 × 10%3.3
Added revenue3.3 × $12,000$39,600
Gross profit$39,600 × 30%$11,880
Marketing team: recurring reports30 × 10%3 hours
Marketing team: ad copy and briefs20 × 20%4 hours
Value of time (marketing specialist, $51/h)7 × $51$357
Monthly value$11,880 + $357$12,237
Annual value$12,237 × 12$146,844
Upside case
Line itemFormulaValue
Cost per lead (20% lower)$90 × (1 − 20%)$72
Extra leads at the same spend$27,000 ÷ $72 − 30075
Extra jobs75 × 10%7.5
Added revenue7.5 × $12,000$90,000
Gross profit$90,000 × 30%$27,000
Marketing team (reports 25%, copy 35% faster; rounded down)30 × 25% + 20 × 35% = 14 hours × $51$714
Monthly value$27,000 + $714$27,714
Annual value$27,714 × 12$332,568

The upside case moves the rates that describe what the agent achieves to the optimistic end of the published evidence, all at once. The business’s own figures stay the same. Most results land in between.

What moves the number

  • Your monthly ad spend and how it’s split across platforms
  • Your current cost per lead or per customer
  • How much spend goes to searches, places or audiences that never convert
  • How quickly tests can reach a reliable answer at your spend
Run your own numbers
07FAQ

Questions about the Marketing Director.

Does this replace my agency or marketer?

No. It works for them. Your marketer or agency keeps the strategy, the brand and the final say on creative and budget. The Marketing Director does the daily work they rarely have time for: checking every search term and placement, spotting tired ads, running clean tests and writing up what happened. If you don’t have a marketer, it can run the accounts day to day inside the limits you set, and the big calls still come to you.

Can it spend more than my budget?

Not without your approval. We set spending caps inside the ad platforms wherever they support it, and only you can approve an increase.

How soon will we see results?

Audit findings and quick fixes typically arrive in the first two weeks. Tests take longer. How long depends on your spend and traffic, and we won’t call a winner before the data supports it.

Which platforms do you work with?

We start with Google Ads and Meta Ads (Facebook and Instagram), and also work with Microsoft Ads and LinkedIn. We connect your website analytics and CRM too, so results tie to real customers and real orders.

Do our customer lists go to the ad platforms?

Not without your approval. Some advertisers upload customer lists to find similar buyers or to measure results. That’s your decision, made with whoever handles privacy for you, and the agent never does it on its own.

Is there a minimum ad spend?

There’s no fixed minimum. At smaller budgets the biggest gains usually come from fixing tracking, cutting waste and tightening targeting, rather than from running lots of tests. We’ll tell you on the assessment call which applies to you.

Free AI assessment

Find out where your ad budget is leaking.

On a free 30-minute call we’ll talk through your accounts and tell you what we’d check first. Share read-only access beforehand and we’ll come with specifics.

Book a free AI assessmentEstimate your savings

Read-only access is optional, and you can remove it at any time.

What you leave with

A written plan for your business

  1. Your top three opportunities, ranked

    By estimated value and effort, specific to how your business runs.

  2. A rough savings estimate

    A modeled estimate, with every assumption shown.

  3. A suggested first step

    The first job to hand an agent, and what it would take.

Yours to keep, whether or not we work together.