The Secrets to Smarter Paid Media and Incremental Growth With Paul Rakovich

Built to Convert

Paul Rakovich is the CEO of Clicks and Clients, a full-service digital marketing agency specializing in lead generation and performance-based advertising for B2B and B2C businesses. Since founding the company in 2008, he has helped clients manage over $100 million in ad spend, focusing on ROI-driven strategies across platforms like Google, Meta, and TikTok. Paul began his digital marketing journey in 2003 by launching a successful e-commerce business from his garage, which quickly scaled through paid search advertising. A graduate of Northern Arizona University, he is also a recognized PPC expert and a recommended Perry Marshall consultant.

About the Episode

Want to know why your paid media campaigns hit a wall even when the leads look cheap and the clicks seem steady? Many brands fall into the trap of chasing surface-level metrics without understanding what really drives scalable growth. So, what’s the smarter approach to incremental success that unlocks bigger wins?

According to Paul Rakovich, a seasoned paid media strategist, the key lies in looking two to three steps beyond the first metric — because cheap leads often deliver poor downstream results. He highlights that real optimization happens when brands measure deeper funnel actions like booked meetings, show rates, and lead quality, not just the front-end cost per click. This deeper measurement approach reveals where campaigns truly succeed or fail, allowing for precise, data-backed improvements. By focusing on incremental lifts, teams can compound small wins into major gains over time, while avoiding costly mistakes and knee-jerk optimizations.

In this episode of Built to Convert, host Tyler Lane sits down with Paul Rakovich, CEO of Clicks and Clients, to discuss smarter paid media strategies and the power of incremental growth. They explore how to optimize beyond initial metrics, why client-agency collaboration lessons from managing multimillion-dollar accounts and navigating tough client conversations.