Alex Wills Portfolio

Lifetime Paid Media Metrics

Have ran multiple $5M+ annual budgets for companies using a variety of paid ad platforms including: Google Search, Google Display Network, Microsoft Ads (Bing), Meta (Facebook) Ads, YouTube, Remarketing, TikTok Ads, X / Twitter Ads, Snapchat Ads, LinkedIn Ads, Programmatic (The Trade Desk), native ads (LiveIntent, Taboola).

$19.5M

Total Ad Spend

Over marketing career in totality.

$13.6M

Google Adwords & Microsoft Search

Have ran some of the largest search & display campaigns in the crypto & blockchain industry. Blended ROAS of 7.5x over $3.8M spending campaigns.

$2.7M+

Meta Ads

Early Meta (Facebook) ad adopter with blended ROAS ranging from 2.15x to 6.27x across various campaigns.

$480K+

Native & Programmatic Ads

Including w/ The Trade Desk, Taboola, and LiveIntent, have spent

Meta Ad Campaign Samples

Managed Google Ads as part of a long-term demand gen strategy for Streitwise’s REIT offering. Campaigns focused on capturing high-intent traffic from keywords like “passive real estate investing,” “REIT with monthly income,” and “dividend-producing real estate.” I structured branded and non-branded campaigns separately, used Responsive Search Ads with dynamic sitelinks, and paired search with GDN retargeting. Conversions were tracked all the way through funded accounts using CRM integrations. Google Ads drove the strongest bottom-funnel conversion intent. In July 2022, I led Streitwise’s most successful Meta advertising campaign to date, generating $418,000 in new investor capital. I executed a creative refresh emphasizing dividend yield growth and NAV appreciation, paired with Advantage+ placements and custom audiences built from CRM activity. I closely monitored CPL and CAC trends in real time, refining interest targeting around passive income, REIT alternatives, and private real estate investing. I used both gated lead forms and conversion-optimized landing pages, then routed leads into a nurturing sequence for conversion to funded investors.
Between 2017 and 2018, I ran one of the first scaled Meta ad programs in the crypto retirement category. I built and tested dozens of campaign variants targeting users researching Bitcoin, IRA rollovers, and alternative investing. Creative emphasized tax-deferred crypto growth and featured animated explainer videos and testimonial-style content. I deployed CRM-integrated tracking and remarketing flows that pushed interested users into call scheduling with in-house advisors. This campaign laid the foundation for a scalable, always-on Meta strategy that fueled Bitcoin IRA’s breakout growth in the fintech space.
For a multifamily 506(c) raise, I ran a highly structured campaign that funneled prospects to a pre-qualification LP requiring accreditation status before showing investment terms. I used keywords like “accredited investor real estate fund” and “private placement real estate,” steering clear of compliance red flags. I worked closely with legal and used Enhanced Conversions and manual CPA bidding for precision.