Michael B.

Paid Media & CRO | Google Ads, Facebook Ads | ex-MasterClass/Calm

I work on conversion and paid acquisition for e-commerce brands, subscription apps and consumer products: the landing page, the checkout, onboarding, the paywall, pricing, and the Meta and Google Ads that feed them. I set up and run the ads as well as fix what they land on. At MasterClass I owned conversion and pricing. At Calm I built the product-led growth business from nothing. WHAT I HAVE MOVED 🎯 200%+ total conversion lift and roughly $30MM a quarter in incremental revenue from the CRO program I ran at MasterClass 📊 +260% Meta ad spend at 26% lower cost per click for SiPhox Health 🚀 2.7x LTV:CAC in 4 months: paywall and Meta ads for a kids app 📈 +680% revenue in four months for a personal finance app, with +144% average LTV, from a full-funnel audit and pricing work ⭐ Calm B2B self-serve, built from zero: +50% conversion, +100% volume, +40% day-one retention 🧪 A CRO program built from nothing on a marketplace's seller funnel, winning 33% of tests "Sharp, fast, and exactly what we needed. Michael pinpointed our funnel leaks and gave a clear, prioritized fix list. Highly recommend." Upwork client, 5.0, signup-to-paid conversion audit for a B2C subscription app. "Michael did a great job completing a conversion rate optimization audit for the employer onboarding experience. He left behind very valuable resources including competitive funnel tear-downs and a backlog of recommendations." Indeed, 5.0. WHERE THIS COMES FROM -- MasterClass, Lead Product Manager for conversion and pricing. I owned the pricing, the device tiers and the conversion path, against more than $10M a month of subscriber acquisition spend I did not buy. -- Calm, Lead Product Manager for product-led growth. I built Calm's B2B self-serve business; before it, every deal went through sales. I rebuilt the purchase flow for conversion and built the activation framework and pricing thresholds behind it. -- Otter Growth, my own practice. Subscription, app, marketplace and e-commerce businesses, on conversion, pricing and the funnels their ads run into. Clients include MasterClass, Calm, Indeed, Runna, Imprint, SplashLearn, SiPhox Health, Athlete.AI and Made In. WHAT I DO -- Conversion rate optimization. Landing pages, checkout, signup and activation, paywall and pricing. Conversion is the multiplier on every dollar you put into Google Ads and Facebook Ads. -- Google Ads conversion work. I audit the account against what it is actually buying you: campaign structure, search terms and negatives, Shopping and Performance Max, and where spend leaves without a return. Then the landing page Google Ads traffic arrives on, which is where most of the conversion is lost. -- Facebook Ads conversion work. Account structure so ad sets stop competing for the same audience, creative tested against real buying motivations, and the pixel and Conversions API coverage Facebook Ads optimize on, because a broken conversion signal is the failure I look for first and the one easiest to miss. -- Pricing and packaging. Price points, plan structure, annual offers and paywall design. Ads cannot outrun an offer that is priced wrong, and pricing is the fastest conversion lever I find unpulled. -- Tracking and measurement. GA4, Google Tag Manager, pixel and Conversions API, so the conversion numbers in your ads platforms reconcile with the revenue in your store. WHO I WORK WITH E-commerce and DTC brands, including Shopify stores, subscription apps, marketplaces and consumer products. Health, wellness, fitness, education, cookware and consumer tech are the categories whose conversion patterns I already know. -- I take paid acquisition and conversion work across consumer and B2B, mostly US based. My deepest evidence is consumer subscription, e-commerce, apps and marketplaces, and health, wellness, fitness, education and consumer tech are the categories whose conversion patterns I already know. Self-serve and product-led B2B is the same work and I take it. -- This work sits well alongside a media buyer or an agency already running Google Ads and Facebook Ads. If the ads are fine and the revenue still is not there, I am the second opinion on conversion and on everything those ads are pointed at, and I will say so plainly when the account is not the problem. THE FIRST TWO WEEKS I go through the Google Ads and Facebook Ads accounts, the tracking, the landing pages and the checkout, and come back with a ranked list of where conversion and money are leaking and what I would change first, with the reasoning written down. If the answer is that your ads are fine and your pricing is wrong, that is what it will say. Send me the page your Google Ads or Facebook Ads traffic lands on, and the one conversion number you need to move. I will tell you where I would start, before you decide whether to hire anyone.