Senior paid advertising expertise for small and mid-sized businesses

I’m Fishell Borja. For more than 12 years, I’ve worked hands-on with paid advertising across Google, social, and native platforms, helping growing businesses stop overspending, understand what’s actually working, and make confident decisions about growth.

You’re likely a good fit if you’re:
– Hiring your first paid ads role and want to get the fundamentals right
– Spending on ads but unsure what’s actually driving results
– Tired of agencies, dashboards, and junior handoffs

Schedule a Conversation

The Problem

Most growing businesses hit the same wall with paid advertising.

They either:
– Hire too early and end up managing someone junior
– Hand performance to an agency and lose clarity
– Keep spending without anyone clearly accountable for results

When this happens, confidence drops — and scaling starts to feel risky.

I’ve spent over a decade developing sound judgment around when to invest, when to pause, and how to separate real signal from noise.
When strategy becomes unclear and confidence drops, that’s usually when I’m brought in.

How I Work

You always work directly with me.
I take clear ownership of:

– PPC strategy and account structure
– Budget allocation and scaling decisions
– Ongoing performance oversight across Google, social, and native channels

This way of working is designed to be:

– Lower risk than hiring someone full-time
– More senior than an agency
– Clearer than outsourcing execution alone

Experience & Philosophy

I’ve spent over 12 years working directly inside paid advertising accounts. Most businesses I meet are overspending, because accounts are overcomplicated and poorly optimized.

My work is grounded in three principles:

1. Paid advertising should be understandable — so decisions aren’t made blindly

2. Decisions should be intentional — not reactive

3. Performance should always have a clear owner — so accountability is never vague

Core Expertise

– Google Ads (Search, Display, YouTube)
– Paid social (Meta and relevant platforms)
– Native advertising
– Diagnosing underperforming accounts
– Setting up accounts correctly before scaling spend

I’m usually brought in when:

– Ads aren’t performing and no one knows why
– Spend is increasing but confidence isn’t
– A company needs senior oversight, not more activity

Some of My Previous Work

A delivery person in red uniform handing over a package at a doorway.

Cutting Cost per Lead by 87% for a National Home Services Company

Google Ads • Lead Generation • Multi-location
A national home services company with 30+ locations across the United States was struggling to make Google Ads profitable. Despite running multiple campaigns, their cost per lead had ballooned to $140, and they weren’t generating enough phone calls to sustain growth.
Read More.

Two travelers check in at a hotel reception, smiling and engaging with the staff.

Restoring Profitability in Native Advertising

Native Advertising • Troubleshooting

A trip booking website came to me because they had brief success with native advertising but their campaigns had become unprofitable.

Read More.

Young couple high-fiving in their new home, happily surrounded by moving boxes.

Establishing Predictable Lead Flow for a New Apartment Complex

Search Marketing • New Property Launch

A new apartment complex wanted to build up a list of leads through search engine marketing on Google ads.
Read More.

Client Testimonials

What clients usually say after working together:

Fishell is extremely responsive, accurate and diligent! It was a big pleasure work with him. Will definitely recommend his services to anyone.
Andrei Altoros
Great working with Fishell Borja, he was very knowledgeable of Facebook ads.
CameronLark
Fishell did a great job on a challenging project. Highly recommended.
MarcosTechstream Solutions

Fit / Non-fit

This is a good fit if:

– You want one person accountable for performance
– You value clarity over volume
– You’re willing to make decisions based on data, not hope

This is not a good fit if:

– You’re primarily price-shopping for execution
– You want a large team or constant activity for its own sake
– You’re looking to outsource thinking entirely

Schedule a Conversation

If you’re considering paid advertising and want clarity before making your next move, we can talk and see whether it makes sense to work together.

Schedule a Conversation
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