gtmvp.
00 · PROOF · OPERATOR · METHOD · GUARANTEE

The proof behind the Google Ads audit.

GTMVP is the paid-media operating system for B2B founders who still log into Google Ads themselves. Everything below is what's actually on the desk: the operator running the engine, the 14-checkpoint method that runs before every engagement, and the action-gated CPA guarantee that ends the conversation.

MANAGED SPEND
$50M+
SUSTAINED ROAS
10 : 1
CHECKPOINTS
14
GUARANTEE
20% CPA · 90d
WATCH · 60-SECOND ENGINE WALKTHROUGH
The real engine producing a real diagnostic. No edits.
01 · THE OPERATOR · WHO ACTUALLY RUNS YOUR ACCOUNT · 3 MIN READ

Steve Kaplan. 15 years on the desk.

Not a generic 'team.' Not a junior media buyer with a senior strategist on quarterly check-ins. The same operator who graded the audit runs the Rebuild. These are the four lines of the resume that matter for your decision.

01 · MANAGED SPEND
$50M+ in lifetime paid ad spend at Click Then Convert.

15 years and change running paid media for B2B and DTC accounts. Director of Performance Marketing. The accounts that grew on that desk are the same accounts the GTMVP method is built around: founder-led, post-PMF, still doing their own logins.

02 · SUSTAINED PERFORMANCE
Sustained 10:1 ROAS at $2M+ monthly client spend.

Not a single quarter, not a single campaign. Sustained across a portfolio at scale. The fitness of a paid media operator is measured by what survives a Q4 budget pull, a tracking break, and a CFO question, not by a screenshot of one week.

03 · CATEGORY MOVES
CPA cut 35%, funded deals 80 to 240 / month.

Paid Search Manager, Knight Capital Funding. The cleanest version of the GTMVP loop applied inside a single account: rewire the conversion layer, give the bidder real signal, watch the cost-per-acquired-customer collapse while volume goes up.

04 · PUBLISHED RECORD
#1 Amazon bestselling author: Marketing, Sales, and Service with AI.

The category move written out long-form. Paid media stopped being a craft about clever match types. It's now a signal-engineering problem with an LLM in the loop. The book is the thesis the engine runs on.

01b · OPERATOR TRACK RECORD · CMO + AGENCY · 1 MIN READ

Brands he's run growth for.

The same operator ran growth across these brands before GTMVP, as a fractional CMO and through the agency, Click Then Convert. Different industries, one repeatable playbook.

BarkBox
Oil Stop
Isaacs & Isaacs
Knight Capital Funding
Prayer Bowls
Phone Daddy
I Need Fabric
Facia
The KYB
AML Watcher

Brands I've run growth for, as CMO and via my agency, Click Then Convert.

02 · THE METHOD · 14 CHECKPOINTS · 4 SECTIONS · 5 MIN READ

The diagnostic that runs before every engagement.

There's no other intake. Every account (free PDF, $129 Diagnostic, $3,500-$12,000 Rebuild) gets graded against the same 14 checkpoints. What the 14 checkpoints measure is pipeline tax: the gap between what Google counts as a conversion and what your CRM proves became qualified pipeline. The Diagnostic adds 8 more modules on positioning, channels, and competitors. The Rebuild adds operator hands.

  1. 01 · CONVERSION SIGNAL LAYER · 5 checkpoints
    What the algorithm actually sees.

    Conversion event hierarchy. Value assignment. Enhanced conversions plus Consent Mode v2. Server-side tracking quality. Offline conversion imports: the GCLID round-trip that turns Google Ads from a B2C tool into a B2B one.

  2. 02 · BID STRATEGY FITNESS · 4 checkpoints
    Whether the bidder has anything to optimize against.

    tCPA / tROAS target validity vs. trailing-30-day actuals. Bid strategy maturity. Conversion lag accounting. Portfolio bidding for accounts under 50 conversions per campaign per month.

  3. 03 · CAMPAIGN STRUCTURE FOR SIGNAL DENSITY · 3 checkpoints
    Whether your structure feeds the bidder or starves it.

    Match-type and keyword consolidation. Audience signals on Performance Max (Customer Match, brand exclusion, anti-cannibalization). Asset-group structure that separates products, ICPs, and geos instead of dumping everything in one bucket.

  4. 04 · ATTRIBUTION & REPORTING · 2 checkpoints
    Whether you're optimizing for the right thing.

    Attribution model: data-driven where volume supports it, position-based as the fallback. Brand vs. non-brand separation so blended CPA stops hiding acquisition that isn't working.

All 14 checkpoints run on the same GTMVP engine, free PDF to full Rebuild. The Rebuild tiers add operator hands on the account.

03 · THE GUARANTEE · ACTION-GATED · WRITTEN INTO THE CONTRACT · 2 MIN READ

Hit your CPA target in 90 days, or we work for free until we do.

A guarantee with skin in it. The reason we can write it down is that we measure pipeline tax (true cost per qualified lead, MQL-to-SQL by campaign) that agencies never look at. Your trailing 90-day blended CPA is the bar. We commit to beating it by 20% within 90 days of go-live. We measure it with attribyte.xyz, our own attribution platform, not the ad platform's last-click number. If we miss, the meter stops. We keep running your accounts at zero fee until we clear the bar. It's the only honest version of a results promise in paid media.

WHAT WE GUARANTEE
20% CPA reduction
AGAINST
Trailing 90-day blended CPA
INSIDE
90 days of go-live
ON MISS
We work for free until we hit it
  • Baseline is your own number: your trailing 90-day blended CPA, agreed in writing on the engagement contract.
  • Measured with attribyte.xyz, our own attribution platform: Markov and Shapley multi-touch attribution, marketing mix modeling, and geo-holdout incrementality tests. The bar and the result are computed the same honest way. Not the ad platform's last-click number that over-credits brand and retargeting. No agency you are comparing us to has this.
  • Action-gated: if you don't implement the conversion-layer fixes the Diagnostic surfaces, the guarantee voids. We don't carry the cost of broken tracking we already flagged.
  • Capacity-capped: the Rebuild roster runs no more than a fixed number of accounts per quarter. Operator availability is the throttle, not pipeline.
  • No retainer roach motel: month-to-month after the first 90 days. If you want out, you're out. The work product (audit, structure, conversion plumbing) stays with you.
04 · THE ARTIFACTS · WHAT THE OUTPUT LOOKS LIKE · 2 MIN READ

Read the work before you pay for it.

Two long-form artifacts. The free PDF is the diagnostic template, blank. The sample report is the same template filled in against a real account. Both ship out of the same engine your account would run through.

ARTIFACT 01 · THE FREE PDF
The Smart Bidding Report, blank.

The 14 checkpoints written out in full. Run it yourself in 30 minutes, or hand it to the operator who runs your account. No login, no demo, no sales call. Email in, PDF out.

The Smart Bidding Report scorecard: an overall diagnostic score with the eight underlying workflows graded 0-100.
ARTIFACT 02 · THE FULL DIAGNOSTIC
What the $129 Diagnostic looks like, filled in.

Twenty-two modules (The Smart Bidding Report plus positioning, channels, competitors, angles) written against a real account. Same template every Diagnostic ships against. Read the entire output before you decide whether to spend $129.

The filled Diagnostic: a prioritized list of the highest-impact moves written against a real account.
05 · YOUR MOVE · TWO DOORS · 1 MIN READ

Run the free audit, or buy the Diagnostic.

Start with The Smart Bidding Report: connect read-only and see your score in about a minute. Want the full 22-module Diagnostic written up and delivered in 24 hours? That's $129. Both feed the same Rebuild conversation when you're ready.

Read-only. No card. Disconnect anytime. (no sales call required)

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