What hasn't changed in nearly twenty years is the job itself. A business needs to be found. It needs a website that turns visitors into enquiries. And it needs someone who will tell it honestly which part is broken.
That last part is where I spend most of my time.
How I give advice
I tell clients what they need to know, which isn't always what they want to hear.
If your website is the reason your ads aren't converting, I'll say so before you spend another dollar on ads. If local SEO will do more for you than a national campaign, you'll hear that, even when it means a smaller invoice for us. If a tactic you've read about won't move the needle for a business your size, I'll tell you that too, and explain why.
My test for every recommendation is simple: if this were my business and my money, what would I do? That's the advice you get. I put myself in the owner's shoes because I am one. I've had to make payroll, decide where a limited budget goes, and live with the result when a campaign doesn't pay off.
No fluff. No jargon. No reports that need a glossary to read.
What running an agency taught me
Most businesses don't have a lead problem. They have a visibility problem, or a conversion problem, and usually both.
The pattern I see most often goes like this. An owner hires an agency. The agency reports on impressions and rankings. The charts go up. The phone stays quiet. Nobody connected the pieces: the website doesn't answer what the ads promised, follow-up is manual, and no one can say which channel produced an actual customer.
That gap is why The Leads Hub exists. We don't sell marketing activity. We build one connected system where search, the website, content, ads and follow-up feed each other, and we measure it by enquiries and customers, not by vanity numbers.
What I work on
Lead generation strategy
Everything starts here. Before any spend, I want to know what a customer is worth to you, how many your team can realistically handle, and which buyers are worth chasing. Campaigns built without those answers tend to succeed at the wrong thing. More on our approach to lead generation strategy.
SEO and local SEO
Search is still where most buyers start. I've spent years on technical SEO, keyword strategy, authority building and local SEO for businesses that need to show up in a specific city or neighbourhood. For a lot of service businesses, a well-run Google Business Profile and a clean local footprint will outperform a broad national campaign. I'll tell you which one you actually need.
AEO and GEO: getting found in AI search
There are now two places you need to be found: search engines and AI. Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) are about getting your business cited and recommended in ChatGPT, Google AI Overviews, Perplexity and Gemini, not just ranked on page one. The fundamentals overlap with good SEO, but the details differ, and most businesses haven't started. This is the area I'm spending the most time on right now through our AI search visibility work.
Websites and landing pages
Your website is your best salesperson or your biggest leak. Our team designs, builds and maintains sites and landing pages built for the buyer in front of them. A trades customer and a procurement director need completely different things from a page, so we don't reuse a template and swap the logo. See our website design work.
Content and copywriting
We have in-house writers who help clients find and sharpen their message. Good content answers the questions your customers are already asking, in plain language, better than your competitors do. It also happens to be what search engines and AI tools reward.
Social media, email and paid advertising
Social and email keep you in front of people who aren't ready to buy yet. Google Ads, Meta Ads and LinkedIn Ads can bring leads in fast, if the page they land on is ready for them. I'd rather see a client spend less on ads and fix the landing page first than pour money into traffic that leaves.
Where AI fits, and where it doesn't
I use AI every day, and I help clients use it to plan, research, produce and personalize marketing faster. But I've also watched plenty of businesses buy AI tools, change nothing about how they work, and see nothing measurable improve.
AI is useful when it saves real time and a human still checks the work: scoring enquiries, routing leads, speeding up research and content production, and helping you show up in AI-driven search. It is not a strategy on its own, and it doesn't replace knowing your customer. If AI isn't the right fit for part of your marketing, I'll say so.
BLS Consulting
Alongside The Leads Hub, I'm a principal at BLS Consulting, a Toronto advisory firm that works across AI integration, legal operations, finance, process and marketing. I lead the marketing side.
Because BLS advises on how the whole business runs, the marketing recommendations I make there are built around real business objectives, not a standalone campaign plan. That perspective carries into my agency work too.
I also work with other marketers, consultants and agencies who want a second set of eyes on strategy, especially on where AI genuinely belongs in a client's program.
What you'll find in my articles
What I write here comes from client work, not theory. Expect practical answers to the questions owners actually ask me: whether to invest in SEO or local SEO, how AI is changing the way companies create content for search, what a website needs to turn visitors into enquiries, and where your marketing budget will do the most good.
You can also find my writing in Tech Life Journal, including:
Speaking
I speak to associations, business groups and private events on online lead generation, AI in marketing, and how search behaviour is changing. Talks are practical. People leave with things they can do the following week.