Paul Rakovich is the CEO of Clicks and Clients, a digital marketing agency specializing in lead generation and performance-based advertising for both B2B and B2C companies. Since founding the agency in 2008, Paul has managed over $100 million in ad spend and developed ROI-driven strategies across platforms such as Google, Meta, and TikTok. Starting his career with a successful e-commerce business built from his garage, Paul has grown into a recognized PPC expert and a recommended Perry Marshall consultant, with a passion for incremental improvements that drive real results.
About the Episode
Why do paid media campaigns often stall despite steady clicks and low-cost leads? Many businesses focus on surface-level metrics without understanding what truly impacts growth. In this episode, host Tyler Lane talks with Paul Rakovich about his data-first approach to smarter paid media strategies. They discuss looking beyond initial metrics to track deeper funnel actions, the importance of small incremental gains, and how to achieve sustainable campaign success through client collaboration and precise optimization.
Key Moments
Journey to Success
- How a dropshipping side hustle inspired Paul to launch Clicks and Clients [2:12]
Choosing the Right Metrics
- Why metrics beyond cost per lead, like booked meetings and conversions, matter [5:14]
Optimizing the Funnel
- Understanding deeper stages in the customer funnel to drive quality results [8:39]
Client Relationships
- How to have honest conversations about sales performance and align expectations [11:09]
Lessons in Incremental Growth
- Insights from Perry Marshall on compounding small improvements for big gains [15:43]
Team Building Strategies
- Creating strong agency teams that thrive on relationships and trust [27:01]
Top Insights
- Focus on Deeper Metrics – Track booked meetings, conversions, and other downstream results to uncover true campaign performance.
- Prioritize Incremental Growth – Layer small optimizations across multiple campaigns to achieve substantial long-term success.
- Collaborate With Clients – Engage clients in discussions about sales performance to align media strategies to real outcomes.
- Be Cautious When Scaling Spend – Avoid increasing budgets without addressing underlying performance issues first.
- Build Strong Team Connections – Foster loyalty and collaboration within your agency by creating solid relationships with team members
Notable Quotes
- “The cheap leads are cheap because they suck, right? They’re cheap, but they don’t convert.”
- “Incremental improvements over the course of three or four things really add up and improve performance.”
- “We’re generally looking two to three steps beyond an initial result to optimize paid media.”
- “It’s always cool until it’s not, when the CFO gets involved and starts asking questions.”
Resources
Industry Experts
Companies and Organizations
Unlock Incremental Growth With Smarter Media Strategies
Discover how to transform your paid media campaigns with deeper insights and smarter optimization. Start by tracking meaningful metrics, refining your strategies step by step, and collaborating closely with your clients.
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