Brandon Dossantos @realizingdata
I help agencies teach ad platforms what actually closes. | Founder @RioStackApp | Request a Signal Audit → riostack.com/fix-the-signal Miami, FL Joined August 2023-
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The algorithm isn’t the problem if you’re teaching it the wrong definition of success.
Your CRM knows which leads became opportunities. It knows which became customers. It knows how much revenue they generated. Meanwhile, Google is still optimizing toward whoever filled out the form. That’s the signal problem.
You’re spending serious money acquiring leads, but the algorithms don’t know which leads actually make you money.
The algorithm isn’t the problem if you’re teaching it the wrong definition of success.
You’re spending $50k/mo on ads and optimizing toward leads instead of revenue.
Your agency is spending millions on ads while the systems buying those ads don’t know which leads actually become revenue.
What does your marketing team wish the ad platforms knew that they don’t know today?
Machines are only as good as what you feed them. Google and Meta are no different. Feed them leads, they’ll optimize for leads. Feed them qualified opportunities and customers, and you give them better signals to optimize toward what actually makes money.
@lightsilver323 riostack.com Ad platforms are only as good as what you feed them.
The best agencies don’t just manage media. They control the signal.
Google owns the algorithm. You own the truth about what happened after the click. Your competitive advantage is connecting the two.
You already believe algorithms need good data. You already believe Google and Meta optimize toward conversion signals. You already believe lead quality matters more than lead quantity. You already complain that the platforms keep finding garbage leads. Those aren’t four separate problems. They’re one system. Bad signals → wrong learning → wrong optimization → bad leads → wasted spend. Fix the signal.
Google and Meta are more than advertising channels. They’re optimization systems. Every conversion you send back tells the platform: This is good. Find me more of this. Lead = good. MQL = better. Opportunity = better still. Customer + revenue = closest to the outcome the business actually cares about.
Your ad platform is learning from the outcomes you give it. If you reward it for generating leads, it will get very good at generating leads. Not customers.
Your agency might have a signal problem if sales says lead quality sucks but Google Ads says performance is great.
You built a sophisticated media operation. Your conversion signals haven’t kept up. Fix the signal.
Your ad platforms are only as smart as the signals you send them.
90% of CRM data aren’t being used. The biggest opportunity is turning your CRM data into a growth and revenue engine your ads can learn from.
Ad agencies are slowly realizing they’re becoming data companies whether they want to or not. The problem is most are still underbuilt for the shift. They know enough to feel the pain: - broken attribution - disconnected CRM data - unreliable reporting - platforms optimizing on web signals only But not enough to build durable infrastructure internally. Anyone else coming to the same conclusion?
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