Independent Practice
Phase 01 / Moving
Your marketing is moving. The question is where? Dashboards are green. Reports look clean. But when the CFO asks why revenue isn't following, the room goes quiet.
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No hype. Just signal.
Possible Outcomes
Outcome B2B SaaS
Cut 37% waste across Google & Meta, recovering over $120k in net margin.
Outcome Ecommerce
Turned a brand–agency standoff into an aligned renewal with clearer KPIs.
Outcome Fintech
Replaced "new tactic chaos" with a focused 9-month growth plan.
Outcome D2C Brand
Helped a founder keep the current agency, and fix the system instead.
You're not imagining it. The disconnect between what marketing reports and what the business actually experiences is the most expensive problem nobody talks about.
Every engagement starts with the same question: what does the system actually look like? I diagnose before I prescribe.
A forensic review of your Google Ads, Search Console, Tag Manager, and GA4. One integrated system. One cohesive audit of where data breaks and budget bleeds.
Your entire marketing system, pulled apart. Google, Meta, TikTok, email, retention, CRM, and the data integrations that connect them. Channel P&L. Cohort analysis. One honest picture.
A neutral third party who speaks both languages. When the agency keeps hitting KPIs but the business isn't growing, the problem is usually in what's being measured, not who's doing the work.
Embedded, senior, and conflict-free. A structured 90-day engagement: audit, architecture, acceleration, then a documented handoff. No ongoing execution conflict.
Principal
Ali Mehdi Mukadam
Founder & Principal
13+ years across ad tech, brand-side, and agency, now doing one thing: giving founders and marketing leaders a neutral, independent second opinion when reports and reality stop aligning.
Ali started in ad tech managing campaigns for 300+ advertisers, moved to brand-side growth and paid media leadership, then founded and scaled Oscalar, a performance marketing agency serving SaaS, eCommerce, and B2B clients, before stepping back to build 110. He's sat at every seat at the table and knows exactly where the blindspots lie.
No hidden incentives, no execution retainer waiting at the end. My only interest is the accuracy of your read on your own business.
13+ years, $100M+ in managed spend across 200+ campaigns. Enough breadth to distinguish what's structural from what's just tactical noise.
Ad tech. Brand-side. Agency founder. I've occupied every seat, which means I know exactly where each role's blind spots begin & how to navigate around them.
Method
Systematic clarity in four steps.
Data forensics to separate what you think is working from what actually is. I validate your tracking, map your attribution, and find what's bleeding before anything else changes.
Budget models, channel logic, and campaign structures built to survive contact with real results, and defensible line by line to a CFO or board.
Rapid testing of high-impact levers. Feeding what works. Killing what doesn't. Quickly.
Codifying what works into alerts and workflows so quality holds without requiring constant supervision.
Philosophy
Four modes of engagement. Depending on what you're facing, I show up as the investigator, the advisor, the translator, or the guide.
The entry point. A comprehensive audit across your Google Ads, Meta, CRM, analytics, & tracking systems. I find what's actually happening before anyone recommends what to do next.
A signal in the noise. When you face a crisis, a confusing report, or a high-stakes decision, I provide an immediate expert opinion so you're not making that call alone.
Translating high-level business goals into clear KPIs and practical direction for agencies, in-house teams, & vendors, so everyone is finally pulling in the same direction.
Working directly with your in-house team or agency to close knowledge gaps, install better workflows, & raise the standard of how marketing decisions get made — without replacing anyone.
The Desired Outcome
Not what I promise. What clients consistently find themselves saying.
"For the first time, I understood what was actually driving revenue, versus what we were spending money on hoping it would."
SaaS Founder
"Ali helped clear up a massive miscommunication between our brand and our biggest agency. He translated what we actually needed, and saved the relationship."
Marketing Director, D2C Brand
"I knew something was wrong. I couldn't articulate it. One audit later, I could articulate it to the board in clear financial terms."
Founder, B2B SaaS
Or reach out directly at 110@alimukadam.com
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