12+ years in marketing, and I still get a kick out of watching a campaign perform – especially when it's because all the pieces (ads, landing pages, tracking, email, creative) actually connected the way they should. That's how I work. I'm a fractional marketing lead, and Meta ads are my speciality, but I look at the whole journey, not just the ad. If you're running lead gen, a cheap lead means nothing if it never converts. So I care about where that lead lands, what happens next, and whether it actually turns into revenue.