About
I’m Andre Rosdahl. Synthesis Insights is my agency, and the person who designs the strategy is the same person building the campaigns, reading the search terms, and defending the numbers on your reporting call.
How I got here
I spent ten years in local cable television advertising as a research analyst. The work was buyer personas, commercial pricing, third-party audience research, and matching an audience to a media buy for auto dealers, hospitals, casinos, and local businesses. Nobody in that job cared what the dashboard said. They cared whether the buy moved anything on the client’s side of the ledger.
After that I helped run a second agency as its COO, handling paid and organic work for smaller businesses, and taught myself Google Ads along the way. I kept going at it until it was the thing I was best at, then narrowed the whole business down to the buyers I understand best: industrial and commercial manufacturers with a considered purchase, a long sales cycle, and a cost per customer that has to hold up in front of an owner or a CFO.
The order matters. Because I came up in research, the ad platform was never where I looked for the answer. It is a place to buy media. The answer lives in the CRM, in the sales pipeline, and in gross profit.
The structure
Everything you explain about your product has to reach the person writing the ad copy. Count the handoffs it survives on the way.
At a larger agency
With me
I build the campaigns, read the search terms, run the tracking, write the reporting, and sit on the call to answer for all of it.
The people actually inside your campaigns at a big shop are usually the newest people there, working from a playbook written for a different kind of business, and they rotate. For a manufacturer selling something specification-driven to a buying committee, that is where the work falls apart. Nobody in the chain knows enough about what you make to write about it credibly, so the ads get generic, the leads get soft, and sales stops calling them back.
With me there is one phone number and one person. When you ask why a budget moved, you get the answer from the person who moved it, in that conversation, without a follow-up email.
The tradeoff is real and I would rather say it out loud. I take on a small number of clients, and I am not the right call if what you want is a big team and a bigger deck. What you get instead is the senior person, in the account, every week, for years.
What I believe
Three positions I will defend on any call, and the short version of each.
01
Phone-call events, form submissions, and duplicate submissions all count as conversions by default. That is the recommended configuration doing exactly what it was designed to do, which is why a perfectly maintained account still reports more leads than the CRM ever received. There is no error to notice. The number just quietly is not leads.
Most accounts I open have some version of this gap.02
Every cost per lead and cost per acquired customer I put in front of a client is spend divided by real people in the CRM, deduplicated, not by conversions the platform counted for itself. Past that, the number I care most about is gross profit per dollar of spend.
Return on ad spend says nothing about margin.03
When the data has limits, the limits go in the report. Observed is labeled observed, inferred is labeled inferred, and a comparison that is only directional gets called directional. Overclaiming an attribution win is how agencies get fired.
A number you can defend is worth more than a bigger one you cannot.Proof
Anyone can find a good quarter to put on a website. The thing I would actually point to is how long people keep me around after the good quarter is over.
Here is what the measurement stance looks like in practice. At that urgent care group, the reported conversion count was running near about 4,000 a month, assembled from page views and clicks on the directions link. I verified the booking event at the data level, and over the following 60 days 100% of 5,505 events fired on genuine booking-confirmation pages across every one of its locations. The reported number got a lot smaller. It also became true, which meant every cost per booked appointment built on top of it could finally be trusted.
Proof on this site runs anonymized, with the descriptors, methods, and figures kept exact.
“Andre from Synthesis Insights is the real deal when it comes to online marketing... What I appreciated most about working with Andre was his attention to detail and willingness to go above and beyond.”
Felipe, a B2B telecommunications companySetting expectations
No deck, no account manager, no discovery team. You will be talking to the person who would be running the work.
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