Michael Cooney, co-founder of WhatConverts, unpacks the hidden power of lead tracking and marketing attribution. Michael shares his journey from building gold mines in Africa as an engineer to building one of the most trusted SaaS platforms for marketers.

We explore:

• Why most businesses measure the wrong marketing metrics (and how it kills ROI).
• How WhatConverts helps agencies and businesses tie every lead back to real sales value.
• The truth behind Google Ads’ algorithms, Performance Max campaigns, and the future of AI-driven advertising.
• Why understanding customer lifetime value changes the entire conversation about marketing ROI.
• Practical lessons agencies and business owners can use to stop wasting ad dollars and start scaling profitably.

If you’ve ever wondered whether your marketing dollars are really working—or felt frustrated by confusing reports and empty metrics—this episode will give you the clarity you’ve been looking for.

Thank you for listening! We hope you’re taking away some valuable insights to help you dominate your market. Don’t forget to subscribe, rate, and leave a review—it really helps us reach more business owners like you.

For more tips, updates, and exclusive content, follow us on social media:
- Instagram: https://www.instagram.com/wolfpack_advising/
- Facebook: https://www.facebook.com/wolfpackadvising/
- YouTube: https://www.youtube.com/channel/UCVohafEWM8M5JcclbpcGsKw
- LinkedIn: https://www.linkedin.com/company/wolfpack-advising
- TikTok: http://tiktok.com/@wolfpackadvising
- Threads: https://www.threads.net/@wolfpack_advising

You can also visit our website at https://wolfpackadvising.com for additional resources and to get in touch with us directly.

Stay tuned for our next episode, and keep pushing forward with Alpha Marketing!

Aaron Shishilla sits down with Nathan Lippincott, founder of Knockout Inspections and a Certified Master Inspector, to unpack how he scaled his company from the ground up.

Nathan shares his journey from growing up in a construction family to launching Knockout Inspections in 2013, building a reputation as a trusted authority along the Gulf Coast. He reveals how Fortified inspections became 60% of his business, why patience and consistency are the real keys to scaling, and how he’s aiming to take Knockout from $3M to $10M.

You’ll hear insights on:

• How Fortified certification works and why it’s transforming the inspection industry.
• Mistakes Nathan made in marketing (and what he’d do differently).
• Why branding sometimes matters more than immediate ROI.
• The importance of building long-term relationships with agents and builders.
• Why enjoying the journey is just as important as hitting the next revenue milestone.

Nathan also shares his unique take on competition: “I’ll train my competitors—because it only makes me better.”

If you’re a small business owner, entrepreneur, or inspector looking to grow, scale, and fortify your brand, this episode is packed with practical lessons and inspiration.

👉 Learn more about Knockout Inspections: go4ko.com

Thank you for listening! We hope you’re taking away some valuable insights to help you dominate your market. Don’t forget to subscribe, rate, and leave a review—it really helps us reach more business owners like you.

For more tips, updates, and exclusive content, follow us on social media:
- Instagram: https://www.instagram.com/wolfpack_advising/
- Facebook: https://www.facebook.com/wolfpackadvising/
- YouTube: https://www.youtube.com/channel/UCVohafEWM8M5JcclbpcGsKw
- LinkedIn: https://www.linkedin.com/company/wolfpack-advising
- TikTok: http://tiktok.com/@wolfpackadvising
- Threads: https://www.threads.net/@wolfpack_advising

You can also visit our website at https://wolfpackadvising.com for additional resources and to get in touch with us directly.

Stay tuned for our next episode, and keep pushing forward with Alpha Marketing!

We reveal our complete Google Search Ads setup process, breaking down the exact strategy we use for clients. This special episode celebrates nearly a year of the Marketing Alpha podcast by sharing insider knowledge that many agencies keep secret.

If you're interested in working with a professional marketing agency that follows these principles, visit wolfpackadvising.com/proposal to speak with one of our marketing experts.

Thank you for listening! We hope you’re taking away some valuable insights to help you dominate your market. Don’t forget to subscribe, rate, and leave a review—it really helps us reach more business owners like you.

For more tips, updates, and exclusive content, follow us on social media:
- Instagram: https://www.instagram.com/wolfpack_advising/
- Facebook: https://www.facebook.com/wolfpackadvising/
- YouTube: https://www.youtube.com/channel/UCVohafEWM8M5JcclbpcGsKw
- LinkedIn: https://www.linkedin.com/company/wolfpack-advising
- TikTok: http://tiktok.com/@wolfpackadvising
- Threads: https://www.threads.net/@wolfpack_advising

You can also visit our website at https://wolfpackadvising.com for additional resources and to get in touch with us directly.

Stay tuned for our next episode, and keep pushing forward with Alpha Marketing!

Susan Bentley, CEO of Bentley Home Inspection and business coach at InspectionGo, shares how she transformed a family business into a thriving company covering multiple regions in rural East Tennessee and parts of Virginia by blending traditional values with modern growth strategies.

• Creating business growth in rural markets requires relationship-based marketing and community involvement
• Hosting regular events like "Bentley Burgers" cookouts builds connections with hundreds of real estate professionals
• Deep industry involvement, including leadership in realtor associations, provides compelling value to potential referral partners
• Business owners "bring the weather" for their companies—your energy and attitude directly impact your entire team
• Building a generational business creates lasting family wealth and opportunities beyond what a traditional exit strategy provides
• Focus on your natural strengths rather than trying to fix weaknesses—find team members who excel where you struggle
• The Home Inspection Ladies community provides support for women balancing family responsibilities with business growth
• Successful rural marketing requires consistent relationship nurturing even during traditionally slow seasons

Email Susan at [email protected] to connect and learn more about her approach to business growth.

Thank you for listening! We hope you’re taking away some valuable insights to help you dominate your market. Don’t forget to subscribe, rate, and leave a review—it really helps us reach more business owners like you.

For more tips, updates, and exclusive content, follow us on social media:
- Instagram: https://www.instagram.com/wolfpack_advising/
- Facebook: https://www.facebook.com/wolfpackadvising/
- YouTube: https://www.youtube.com/channel/UCVohafEWM8M5JcclbpcGsKw
- LinkedIn: https://www.linkedin.com/company/wolfpack-advising
- TikTok: http://tiktok.com/@wolfpackadvising
- Threads: https://www.threads.net/@wolfpack_advising

You can also visit our website at https://wolfpackadvising.com for additional resources and to get in touch with us directly.

Stay tuned for our next episode, and keep pushing forward with Alpha Marketing!

Your ads are live. Your content’s consistent. Your SEO is solid.
 But your pipeline? A ghost town.

In this raw and tactical episode, Aaron rips the curtain off one of the biggest silent killers in business growth: a funnel that’s leaking leads and losing trust. You’ll learn why today’s buyers don’t move in straight lines—and why your funnel shouldn’t either.

Inside this episode:

• 🚨 The red flags that scream your funnel is broken
• 🧠 Why the traditional “awareness → decision” path no longer works
• 🔍 How to diagnose and fix leaks at every stage: Top, Middle, and Bottom of Funnel
• 🛠️ The exact 4-step framework we use to rebuild funnels that convert
• 📈 A real-world case study that doubled conversions in 30 days—without more ad spend

If your follow-ups fall flat, your leads ghost after first touch, or your pipeline feels like a black hole… this episode is your wake-up call.

🎯 Action Challenge: Identify and fix just ONE leak this week. Then tag @wolfpackadvising and show us what you're working on.

🛠️ Need help? We run funnel audits for clients every month—link in the show notes.

It’s not that your funnel’s dead. It’s just outdated. Let’s fix that.

Subscribe. Share. And stay alpha.

Thank you for listening! We hope you’re taking away some valuable insights to help you dominate your market. Don’t forget to subscribe, rate, and leave a review—it really helps us reach more business owners like you.

For more tips, updates, and exclusive content, follow us on social media:
- Instagram: https://www.instagram.com/wolfpack_advising/
- Facebook: https://www.facebook.com/wolfpackadvising/
- YouTube: https://www.youtube.com/channel/UCVohafEWM8M5JcclbpcGsKw
- LinkedIn: https://www.linkedin.com/company/wolfpack-advising
- TikTok: http://tiktok.com/@wolfpackadvising
- Threads: https://www.threads.net/@wolfpack_advising

You can also visit our website at https://wolfpackadvising.com for additional resources and to get in touch with us directly.

Stay tuned for our next episode, and keep pushing forward with Alpha Marketing!

In this episode of Marketing Alpha, I’m sitting down with JT Edgren, a true titan in the home inspection industry! JT is the mastermind behind Central Florida Building Inspectors (CFBI) and Elite Mold Services, two companies that have transformed the way people approach home inspections. With over 25 years in the business, JT’s insights into scaling a service-based business, diversifying offerings, and leading a high-performance team are a goldmine for anyone looking to build their own empire. From navigating challenges to embracing innovation, JT shares the strategies that helped him dominate the inspection industry—and how you can apply them to your own business!

Tune in to discover:

• The early struggles and breakthroughs in growing a service-based business.
• The keys to creating a thriving company culture and leading with impact.
• How JT expanded his business from inspections to mold remediation and beyond.
• The latest trends in the inspection industry and where the market is heading.

Don’t miss this episode if you're a business owner or marketer looking to scale your business and lead with authority!

Find CFBI: https://cfbinspect.com

Find Elite Mold Services: https://moldinspect.org

WolfPack Advising, Tampa's Marketing Agency.

Thank you for listening! We hope you’re taking away some valuable insights to help you dominate your market. Don’t forget to subscribe, rate, and leave a review—it really helps us reach more business owners like you.

For more tips, updates, and exclusive content, follow us on social media:
- Instagram: https://www.instagram.com/wolfpack_advising/
- Facebook: https://www.facebook.com/wolfpackadvising/
- YouTube: https://www.youtube.com/channel/UCVohafEWM8M5JcclbpcGsKw
- LinkedIn: https://www.linkedin.com/company/wolfpack-advising
- TikTok: http://tiktok.com/@wolfpackadvising
- Threads: https://www.threads.net/@wolfpack_advising

You can also visit our website at https://wolfpackadvising.com for additional resources and to get in touch with us directly.

Stay tuned for our next episode, and keep pushing forward with Alpha Marketing!

Aaron sits down with Mark Hummel, CEO of Inspector Empire Builder (IEB), to unpack how inspection businesses can unlock rapid growth, profitability, and time freedom. With a background in emergency services and nearly two decades of leadership experience, Mark brings a unique perspective to coaching business owners—turning chaos into systems and helping technicians become strategic leaders.

They dive into:

• Mark’s transition from disaster response to business coaching
• IEB’s mission and why it works for both solo inspectors and growing firms
• The core systems that allow companies to scale intelligently
• How mindset and leadership development fuel long-term success
• Real success stories and Mark’s future vision for the inspection industry

Mark also shares a few personal laughs—like how his kids knocked out the Wi-Fi right before this recording. Whether you're just starting out or ready to lead a multi-inspector empire, this episode is packed with actionable insights.

🎧 Tune in and learn how to lead smarter, grow faster, and build a business that doesn't own you.

WolfPack Advising - Tampa Digital Marketing Agency

Thank you for listening! We hope you’re taking away some valuable insights to help you dominate your market. Don’t forget to subscribe, rate, and leave a review—it really helps us reach more business owners like you.

For more tips, updates, and exclusive content, follow us on social media:
- Instagram: https://www.instagram.com/wolfpack_advising/
- Facebook: https://www.facebook.com/wolfpackadvising/
- YouTube: https://www.youtube.com/channel/UCVohafEWM8M5JcclbpcGsKw
- LinkedIn: https://www.linkedin.com/company/wolfpack-advising
- TikTok: http://tiktok.com/@wolfpackadvising
- Threads: https://www.threads.net/@wolfpack_advising

You can also visit our website at https://wolfpackadvising.com for additional resources and to get in touch with us directly.

Stay tuned for our next episode, and keep pushing forward with Alpha Marketing!

I sit down with someone who’s not just my dad—but also one of the most dominant forces in Brevard County’s service industry. He’s built three successful companies: a home inspection business, a pest control company, and now a roofing company. And he did it all without massive ad budgets.

We unpack how he built each business from the ground up, the mindset that helped him win in saturated markets, and how he’s used reputation over expensive marketing to grow his empire. If you’re a service business owner—or dreaming of becoming one—this episode is packed with hard-earned wisdom and tactical gold.

🎧 Listen in to learn:

• How to expand strategically across service verticals
• How to build trust in a new industry
• What marketing looks like without blowing your budget
• The “do a damn good job” philosophy that fuels referrals
• What it takes to dominate a local market
• Legacy lessons from a true Marketing Alpha

Tune in, take notes, and apply this to your own business—because this episode isn’t just inspiring, it’s a blueprint.

Thank you for listening! We hope you’re taking away some valuable insights to help you dominate your market. Don’t forget to subscribe, rate, and leave a review—it really helps us reach more business owners like you.

For more tips, updates, and exclusive content, follow us on social media:
- Instagram: https://www.instagram.com/wolfpack_advising/
- Facebook: https://www.facebook.com/wolfpackadvising/
- YouTube: https://www.youtube.com/channel/UCVohafEWM8M5JcclbpcGsKw
- LinkedIn: https://www.linkedin.com/company/wolfpack-advising
- TikTok: http://tiktok.com/@wolfpackadvising
- Threads: https://www.threads.net/@wolfpack_advising

You can also visit our website at https://wolfpackadvising.com for additional resources and to get in touch with us directly.

Stay tuned for our next episode, and keep pushing forward with Alpha Marketing!

Google’s AI Mode is here — and it’s not just an update, it’s a complete overhaul of how people search online. If your business depends on Google traffic, this episode could save you thousands.

In this episode of Marketing Alpha, I break down exactly what AI Mode is, how it’s already reshaping user behavior, and why small business websites are losing clicks even as impressions go up. You’ll hear how AI answers are replacing traditional search results, what’s working now for SEO, and how your business can stay ahead of the curve — before your competitors even know what hit them.

You’ll learn:

• What AI Mode does and how it works
• Why even top-ranking websites are seeing 30–70% click-through drops
• How Google’s changes are affecting local businesses and small publishers
• Real traffic trends we’re seeing across WolfPack clients
• The new SEO playbook to survive and thrive in AI-driven search
• 5 actionable steps to future-proof your strategy today

Whether you're a marketing pro or a small business owner trying to understand why your traffic tanked last month, this is the episode you can’t afford to miss.

🎧 Listen now — and get ready to lead the pack.

https://wolfpackadvising.com/

Thank you for listening! We hope you’re taking away some valuable insights to help you dominate your market. Don’t forget to subscribe, rate, and leave a review—it really helps us reach more business owners like you.

For more tips, updates, and exclusive content, follow us on social media:
- Instagram: https://www.instagram.com/wolfpack_advising/
- Facebook: https://www.facebook.com/wolfpackadvising/
- YouTube: https://www.youtube.com/channel/UCVohafEWM8M5JcclbpcGsKw
- LinkedIn: https://www.linkedin.com/company/wolfpack-advising
- TikTok: http://tiktok.com/@wolfpackadvising
- Threads: https://www.threads.net/@wolfpack_advising

You can also visit our website at https://wolfpackadvising.com for additional resources and to get in touch with us directly.

Stay tuned for our next episode, and keep pushing forward with Alpha Marketing!

In this episode of Marketing Alpha, we sit down with Eric Bassett to explore the strategies behind building a pest control company that thrives in both customer satisfaction and operational excellence. From his beginnings in door-to-door sales to co-owning Natura Pest Control, Eric shares insights on:

• Transitioning from traditional sales to digital marketing channels
• Implementing effective team training and development programs
• Leveraging customer feedback for continuous improvement
• Balancing growth with environmental responsibility

Whether you're in the pest control industry or looking to scale your service-based business, Eric's experiences offer valuable lessons on sustainable growth and leadership.

Thank you for listening! We hope you’re taking away some valuable insights to help you dominate your market. Don’t forget to subscribe, rate, and leave a review—it really helps us reach more business owners like you.

For more tips, updates, and exclusive content, follow us on social media:
- Instagram: https://www.instagram.com/wolfpack_advising/
- Facebook: https://www.facebook.com/wolfpackadvising/
- YouTube: https://www.youtube.com/channel/UCVohafEWM8M5JcclbpcGsKw
- LinkedIn: https://www.linkedin.com/company/wolfpack-advising
- TikTok: http://tiktok.com/@wolfpackadvising
- Threads: https://www.threads.net/@wolfpack_advising

You can also visit our website at https://wolfpackadvising.com for additional resources and to get in touch with us directly.

Stay tuned for our next episode, and keep pushing forward with Alpha Marketing!