The work,
in plain terms.
Here is the kind of work I do and how I think through it. I keep the numbers honest — where a project is still in progress, I say so rather than dress it up.
A lead system that books renovation jobs, not just clicks
What it is
BookedReno is a brand I build and run under my company, ISTRATI Media. It puts qualified homeowner appointments on renovation contractors' calendars across Ontario and Quebec — ads, a short quote form, and fast follow-up, all as one system.
How it works
Instead of selling cheap leads to five contractors at once, it runs ads for one service at a time, filters out tire-kickers with a few quick questions, and hands the contractor a real appointment with the project details already collected.
Where it stands
It's live for a first renovation contractor in the Ottawa–Gatineau area. This is the honest version of a case study: a real system, running now, with results being built rather than claimed.
Winning back Google traffic after a website rebuild wiped it out
Context & Problem
A service business rebuilt its website and lost most of its Google traffic almost overnight. That traffic was where most of their new customers came from, so within a few months the drop showed up in their sales.
Strategic Insight
The new site broke the behind-the-scenes structure Google relies on to understand and rank pages. This wasn't a writing problem, it was a structure problem. Fixing the words first would have been wasted effort.
Execution
I went through the whole site, fixed how the pages were organized and linked to each other, and rebuilt the signals Google reads. Then I focused the pages on what people actually search for when they're ready to buy.
Getting cheaper leads while spending more, not less
Context & Problem
A service business with big-ticket jobs was spending heavily on Google ads. The leads were hit-or-miss, each one cost more every quarter, and no one could say which ads actually made money. Spending more wasn't going to fix it.
Strategic Insight
The ads chased lots of cheap clicks from people just browsing, while the people actually ready to buy were seeing competitors instead. Moving the money to the ready-to-buy searches was step one.
Execution
I rebuilt the account around how close someone was to buying, shut off the browsing-only spend, and pointed the budget at ready-to-buy searches. Then I set up tracking that followed leads all the way to real sales, not just clicks.
Turning great work into online proof that sells for you
Context & Problem
A business that did excellent work but had almost nothing online to prove it. Every sales conversation started with the customer unsure, and the price felt hard to justify because there was no proof to back it up.
Strategic Insight
For bigger purchases, reviews and proof do the selling before you ever talk to the customer. Building a steady, repeatable way to collect that proof, not just asking now and then, was the highest-value move.
Execution
I set up a simple system that asks every happy customer for a review at the right moment, a plan for responding to them, and a library of proof to reuse. Then I published it where new customers actually look.