FOUNDERS ADVERTISING AGENCY — NYC Inspired
I scale website conversions for small businesses and direct-to-consumer brands through targeted Google advertising—with zero upfront fees and no monthly retainers.
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ORIGIN / 01
Inspired by the grit and hustle of NYC small businesses, I created Founders Advertising after getting to know storefront owners on the Lower East Side of Manhattan. Their tenacity to survive one of the most competitive small business ecosystems in the world got me thinking: how do I back the shops I'd come to love?
Most marketing companies charge monthly retainers regardless of whether they move the needle. I operate differently — on a 100% performance-aligned model, meaning I only do well when my clients do.
Inception of Agency
PEOPLE / 02
Hi, I’m Will—a performance digital marketer specializing in demand generation, audience targeting, and pipeline scaling. I created Founders Advertising Agency to offer businesses a transparent, execution-focused partner dedicated strictly to bottom-line results.
More About Will
CLIENTS / 03
Completed and in-progress projects for brands with defined goals, timelines, and delivered results.
Gates Hill Farms (Ramps.com)
America’s only ramp farm, run by Devin Bachelder and selling ramp seeds, bare-root bulbs, and growing bundles direct-to-consumer.
WHAT I DO
Upgraded Shopify to the newest version: Online Store 2.0. Refreshed product imagery, and incorporated SEO keywords Google Ads identified as 'High Converters' when I re-wrote product descriptions. The Google Ads strategy targets ramp bulb and seed buyers, with lookalike segments for individuals searching for 'Wild Leeks'. We setup a strong remarketing audience using past Shopify purchasers, and currently have Google Shopping and Performance Max (PMax) campaigns live.
RESULTS
Within 30 days of launching, site traffic surged 136% to 666 unique visitors. Our Ads immediately brought Ramps.com revenue growth: 24 total orders - a 20% lift in Monthly Orders.
TESTIMONIAL
"Founders Advertising has been managing our Google Ads for Gates Hill Farms and Nomadic Maple. The results have been consistent. They handle everything — setup, optimization, reporting — and stay on top of the account without me having to chase them down. Would recommend for anyone looking for a hands-on ads manager."
Devin Bachelder, Founder, Gates Hill Farms
Nomadic Maple
Nomadic Maple is a family-owned Vermont business crafting pure, organic maple syrup the traditional way—small-batch, single-source, and wood-fired. Alongside signature syrup, they handcraft artisanal maple cream, soft candies, and curated gift sets that capture the true taste of Vermont.
WHAT I DO
Actively manage the Google Ads Strategy: Performance Max, Shopping, high-intent, brand defense, & remarketing campaigns to increase Shopify purchases. We target shoppers actively searching to buy pure, artisanal maple products and block non-buying, recipe searchers. Added a 'gourmet food lovers' audience filtered to searches only including [Maple Syrup]. When Nomadic Maple appears at farmers markets, we enable local geo-targeting around the market event, and turn search interest into online purchases. Shopify Optimization: Restructured the homepage layout, upgraded visual assets, and aligned product messaging with high-converting SEO keywords.
RESULTS
Resolved Google and Shopify conversion-tracking gaps and drove a 1,334% traffic surge in month one, scaling monthly visitors from 32 to 459.
TESTIMONIAL
Devin Bachelder, Founder, Nomadic Maple
Amouze Mousse
Amouze Mousse is a Chicago-based artisan chocolate mousse brand selling premium mousse products direct-to-consumer and through corporate gifting via Shopify. The 'alchemy' of the four ingredient list is impressive: locally sourced and farm raised dairy, traceable cocoa, and organic sugar.
WHAT I DO
Developed the Google Ads launch strategy — Search, Shopping, and Performance Max campaigns targeting gift-givers, dessert enthusiasts, and corporate buyers searching for premium chocolate products in and around Chicago.
LifeCare Wellness
Life Care Wellness Counseling is a local counseling practice helping individuals and families find support close to home.
WHAT I DO
Built a privacy-first Google Ads strategy: search-only campaigns reaching people actively looking for counseling in the practice's service area. I set up call and form-submission tracking that never collects personal health information. The account follows HIPAA-conscious practices: no remarketing, no patient lists, and no health-based audiences.
RESULTS
Campaign Launch: 11/1
TESTIMONIAL
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Tim Casper, Owner
Hogan Plumbing, Inc
Hogan Plumbing’s Residential Service Division handles diagnostics, installations, repairs and preventative maintenance for plumbing systems in homes, multi-family buildings, commercial businesses and industrial facilities. The work is done by highly trained, licensed union plumbers for over 60 years.
WHAT I DO
I run Hogan Plumbing’s Google Ads, with search campaigns organized by service so every ad matches the problem someone is searching for. Strategic targeting (service-area location, call-hour bid adjustments and 40+ negative keywords) keeps spend on people ready to book, and calls and form fills are tracked to measure cost per lead.
RESULTS
Campaign Launch: 11/1
TESTIMONIAL
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Ryan Hogan, CEO
From Fired to Fabulous
Beth Solomon is a former executive and bank vice president turned author of “From Fired to Fabulous,” a career self-help book for professionals turning job loss and setbacks into opportunity.
WHAT I DO
Developed the Google Ads strategy: High-Intent Search, Brand, and Performance Max campaigns opted into Google, YouTube, and GDN. We target searchers looking for the brand name, and active buyers seeking career crisis and transition books. Website Improvements: adjusted Wix landing pages, and added areas for site visitor interaction: surveys... leading to an increase of total visitors and time on site, developing a sense of community before we launch into our next initiative - Launching the audiobook.
RESULTS
"Using targeted Google Ads, we drove a 3,465% increase in website traffic for From Fired to Fabulous — turning 23 monthly visitors into 820 unique visitors in the same window."
TESTIMONIAL
Will managed Google Ads for my Title, From Fired to Fabulous. He's proactive, responsive, and genuinely invested — he built out a survey page on my website, improved the site generally, and developed an ad strategy that increased site visits dramatically. I always felt my business was in good hands. Very knowledgeable, hard working, and professional. Five stars!
Beth Solomon, Author, “From Fired to Fabulous”
Want results like these? Let’s talk
PERSPECTIVE / 04
Performance marketing insights, demand gen strategies, and angles on company creative strategy.
81% of Your Customers Google You Before They Buy — Don't Lose Them to a Competitor
Storefront is Open, Customers are Coming In, But Why Isn't Anyone Buying Anything?
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You Can Advertise in Healthcare Without Violating HIPAA
Discover how to leverage Google's offline conversions to feed Smart Bidding algorithms—without ever exposing Protected Health Information (PHI).
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Google Ads in 2026: Out-Hustle the Giants with AI
Google is shifting its entire engine toward AI-driven automation. Discover how direct-to-consumer brands can leverage AI Overviews, AI Max, and high-impact Demand Gen video to out-maneuver bloated corporate competitors and scale revenue.
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Goodbye Keywords, Hello AI Max: The Game Is Shifting
Google Ads is phasing out manual keyword management for AI Max. Discover how fast-moving teams and founders can leverage algorithmic management, feed elite creative inputs, and automate growth.
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CONTACT / 05
Ready to increase in-store or online purchases? Book a strategy call, request a campaign audit, or get more information on pricing.