Recent work
A selection of marketing technology and web operations projects from the last 18 months. Work shown is anonymized where required; outcomes are real.
PPC in-housing across three B2B brands
The situation. A national B2B transportation company was running paid search across three brands through an external agency at an 11% commission on ad spend plus a $4,000 monthly retainer. Spend was high, attribution was opaque, and the in-house team had no operational visibility into what the agency was actually doing campaign-to-campaign.
The work. Took the entire paid search operation in-house in September 2025 across all three brands. Rebuilt campaign structure, took ownership of bid strategy, conversion tracking, and account hygiene. Cut media spend roughly 60–80% on the two mature brands while maintaining or growing net revenue. Eliminated the agency’s commission and retainer entirely.
The outcome. Roughly $85K in annual agency costs eliminated. Two of the three brands held or grew net revenue at a fraction of prior ad spend. The third continued its growth trajectory under in-house management.
Stack. Google Ads, GA4, GTM, conversion API, internal reporting layer.
Lead routing rebuild — multi-dimensional qualification engine
The situation. Inbound leads were being lost between form submission and the broker team. Leads that did make it through were being routed without qualification logic — Spanish-speaking customers landing with English-only brokers, cross-border shipments routed to brokers without Canada or Mexico authority, and qualified leads queued behind low-fit ones.
The work. Designed and built a multi-dimensional lead routing system on PHP, Zapier, and a custom Bubble application. Implemented:
- Recovery logic to catch leads that were previously falling out of the funnel
- Language-based routing (Spanish-speaking leads to Spanish-speaking brokers)
- Qualification matching by broker specialty
- Geographic filters for Canada and Mexico cross-border shipments
Chose a lightweight stack over expanding the existing enterprise martech footprint — delivered the outcome at a fraction of the cost of an Operations Hub or Salesforce flow rebuild.
The outcome. Organic-source conversions doubled year-over-year, confirmed by independent attribution analysis. Lead loss between form and broker effectively eliminated.
Stack. PHP, Zapier, Bubble, internal CRM.
Multi-brand programmatic SEO system
The situation. A multi-brand operation needed location-based landing pages at scale — hundreds of city/state combinations across multiple brands — without hiring a content team or paying agency rates per page.
The work. Built a reusable, multi-brand server-side pSEO system that pulls structured city data from Airtable and generates dynamic PHP pages. Architected for security from day one: webhook secret validation, HTTPS enforcement, rate limiting, IP allowlisting, replay protection, and input sanitization. Set up Airtable automations so pages regenerate automatically when records change — content updates flow from a non-technical editor in Airtable to live pages without developer involvement.
The outcome. Multi-brand pSEO infrastructure that scales to thousands of pages and runs without manual intervention. The same codebase serves multiple brands by swapping a single config file.
Stack. PHP, Airtable API, server-side rendering, webhook architecture.
Lead reconciliation and QA tooling
The situation. CRM leads and database leads were drifting apart — the operations team needed to know which leads were missing from each system, calculate indexing rates, and export missing records for backfill, but had no automated way to do it.
The work. Built an internal Node.js web application for comparing CSV exports of CRM and database lead data. Identifies missing emails on either side, calculates indexing percentage, supports real-time filtering, and exports missing records to CSV for re-ingestion.
The outcome. Operations team can now run a CRM/DB reconciliation in minutes instead of manually diffing exports in spreadsheets. Lead-loss visibility moved from quarterly reviews to on-demand.
Stack. Node.js, Express, CSV parsing.
Other work
A few smaller projects
- AI Content Analyzer (WordPress plugin) — Sitemap-driven content scraping plus OpenAI-powered search overlay for WordPress sites.
- AI Search SaaS — Multi-tenant SaaS application with embeddable search widget, super-admin panel, and per-company knowledge bases.
- Phone number scraper — Python utility for extracting phone numbers from sitemap-listed pages.
Want to talk about a similar project?
If you’re hiring for a senior martech role or have a system that needs operator-level work, send me a message.
Lucas Alvarado — Senior marketing technology and web operations consultant. HubSpot, Salesforce, Pardot, and high-traffic WordPress for B2B revenue teams. Based in Miami, working with companies across the US.