Selected Marketing Systems and Projects
Examples of the websites, content strategies, CRM automations, and lead generation systems I’ve helped build across industries including education, healthcare, insurance, and service businesses.
Experience includes work in:
Education • Healthcare • Insurance • Legal • Professional Services • and much more!
Selected Work
A few examples of marketing systems including lead generation funnels, AI-ready content strategies, and CRM automation workflows.
Generating Leads and Enrollments
Websites, search visibility, and targeted campaigns designed to attract the right audience and turn interest into inquiries and customers.
Building AI-Ready Content Systems
Voice-of-customer research, query mapping, and structured content designed to answer real questions and surface in both traditional and AI search results.
CRM Automation and Lead Nurture
Marketing pipelines, automated follow-up, and email nurture systems that help turn inquiries into real conversations and long-term clients.
Private School Enrollment Growth
The Challenge
A private post-secondary school needed to recover enrollment after pandemic disruptions reduced new student inquiries. Leadership needed more than traffic alone. They needed a clearer website, a better tour booking experience, and a more effective follow-up system to help turn family interest into actual enrollments.
The Approach
I designed and implemented a full-funnel marketing system that improved visibility, strengthened the student and parent journey, and supported enrollment growth from first inquiry through follow-up.
Key initiatives included:
Redesigning the website to better communicate the school’s value and make it easier for families to request information or schedule a tour.
Improving the tour booking experience to reduce friction and increase conversion rates from interested parents.
Strengthening local SEO visibility so the school appeared more prominently when parents and students searched for private schools and early post-secondary options nearby.
Launching targeted digital campaigns to attract families actively researching private school enrollment.
Updating site content to highlight classroom experiences, curriculum benefits, and student success stories, helping build trust with prospective families.
Building a custom CRM in GoHighLevel with advanced automations, segmented workflows, prospect nurture campaigns, inactive lead re-engagement, and ongoing follow-up systems to support the school’s enrollment pipeline.
Marketing Funnel Results
*Compared to the previous five-month period.
AI-Ready Content Strategy for B2B Search Visibility
The Challenge
Several B2B service companies were struggling to gain consistent visibility through traditional search marketing. Their websites contained useful information, but the content wasn’t structured around the real questions buyers were asking.
As AI-driven search tools and answer engines became more common, it became clear that content needed to be organized differently. Instead of generic blog posts, companies need content designed to directly answer real prospect questions and demonstrate topical authority.
The Approach
I designed and executed a structured content strategy focused on answering real user questions and improving discoverability across both traditional search engines and emerging AI-driven search platforms.
Key initiatives included:
Conducting voice-of-customer analysis using website copy, sales calls, reviews, and market language to understand how buyers actually described their problems.
Building large query matrices based on real search behavior to map the questions potential customers were asking online.
Developing AEO and SEO blog content designed to directly answer these questions and provide clear, structured information for search engines and AI systems to reference.
Creating Best-Fit pages formatted and written to easily be lifted by ai search engines
Supporting authority signals through digital press releases and supporting content assets that reinforced expertise and industry credibility.
Marketing Funnel Results
Content systems were launched across multiple B2B brands to answer real buyer questions and support long-term search visibility.
Early impact included:
Stronger alignment between content and real search behavior
Better coverage for long-tail, question-driven queries
Structured content designed to support future AI citation and authority growth
Voice of Customer (VOC)
Grounding the system in reality. I develop deep VOC studies to ensure every asset speaks directly to actual buyer pain points.
Brand Guardrails
Eliminating AI hallucinations. I build comprehensive Style Guides and Facts Packs to enforce strict, unshakeable brand voice rules.
Search Query Architecture
I build structured query matrices that organize hundreds of real questions into clear content opportunities aligned with how people actually search.
AEO Content Development
I write structured content designed to clearly answer buyer questions while supporting both traditional SEO and new AI citation.
National Medspa Revenue Growth
The Challenge
A national medspa with locations across the U.S. was generating hundreds of daily leads but couldn’t grow past $500K in monthly recurring revenue. Despite hiring more sales reps and increasing ad spend, MRR remained flat. The bottleneck wasn’t lead volume — it was the manual qualification process sitting in the middle of their funnel, unable to handle the scale or serve a multi-lingual customer base. (Read the full case study.)
The Approach
I rebuilt the middle and bottom of the funnel using GoHighLevel CRM and bilingual AI agents programmed to respond, qualify, and route leads automatically in each prospect’s preferred language; primarily via Meta DMs and WhatsApp. The build included automated nurture sequences, smart lists, internal rep notifications, custom reporting dashboards, and a separate HIPAA-compliant sub-account for medical staff.
Key initiatives included:
- Built multilingual AI agents in GoHighLevel to qualify and route leads in English and Spanish
- Constructed automated nurture campaigns across DM, SMS, WhatsApp, email, and outbound calls
- Built internal automations for rep notifications, task creation, and follow-up reminders
- Created smart lists for efficient rep workflow management
- Built a HIPAA-compliant sub-account for secure patient data handling
- Delivered custom weekly dashboards and reports to leadership
Marketing Funnel Results
Relationship-Driven Lead Generation System for Boutique Law Firm
The Challenge
A boutique law firm focused on startups and investment banking law, needed a way to build credibility and connect with decision makers in their niche. As a newer firm, they lacked consistent visibility and had no structured system for reaching or nurturing their ideal prospects.
The firm needed a way to systematically introduce themselves to founders, investors, and executives while building genuine professional relationships.
The Approach
I designed and implemented a relationship-driven outreach system built around LinkedIn, CRM automation, and email nurture.
Key initiatives included:
Defining the firm’s ideal client profile within the startup and investment ecosystem.
Building a LinkedIn outreach system that sent 400 targeted connection requests per week.
Automating LinkedIn follow-up messages until prospects replied or the sequence ended.
Routing new connections into a custom CRM pipeline to track and manage conversations.
Developing a long-form email nurture sequence to keep prospects engaged across multiple channels.
Combining LinkedIn outreach and email nurture into a two-channel relationship-building system.
This approach helped the firm build real relationships at scale while maintaining a professional, personalized tone.
Marketing Funnel Results
FAQs
What Businesses Ask Before Working with Chad Ruiz
What does a marketing strategist do?
A marketing strategist designs the system behind your growth. That means identifying your ideal customer, understanding what drives them to buy, and building the campaigns, content, and automation that move them from first touch to closed deal. I focus specifically on the full funnel because most revenue leaks happen in the middle or bottom, not at the top.
What does a CRM consultant do?
A CRM consultant builds and optimizes the systems that manage your leads, automate your follow-up, and keep prospects moving through your pipeline. In my work, that usually means architecting GoHighLevel environments from the ground up — custom pipelines, AI agents, nurture sequences, rep workflows, and reporting dashboards that give leadership real visibility into what’s working.
How do you know when a marketing system needs to be rebuilt?
Usually the signs are obvious once you know what to look for. Leads coming in but revenue staying flat. Manual processes that can’t keep up with volume. Follow-up that depends on individual team members rather than a reliable system. Conversion rates that don’t improve no matter how much ad spend increases. When I see those patterns, the problem is almost never the marketing itself. It’s usually the infrastructure behind it. That’s where I start.
What is CRM automation and why does it matter?
CRM automation replaces manual follow-up tasks with triggered workflows, so leads get contacted instantly, reps get notified automatically, and no prospect falls through the cracks because someone got busy. For most businesses I work with, CRM automation doesn’t just save time. It directly recovers revenue that was already being lost to slow or inconsistent follow-up.
How much does it cost to hire a marketing strategist?
It depends on scope and engagement type. Fractional or ongoing support typically runs $2,500 to $8,000 per month. Project-based strategy builds range from $3,000 to $8,000. Audits and diagnostic engagements start around $1,200. I work across all three models depending on what the business actually needs. Sometimes that’s a full build, sometimes it’s identifying the one bottleneck costing the most revenue.
What is AEO and why does it matter for my business?
AEO stands for Answer Engine Optimization. (Also referred to as GEO and AIO.) It’s the practice of structuring your content so AI tools like ChatGPT, Perplexity, and Google’s AI Overviews can understand, trust, and cite it when buyers ask decision-stage questions. Traditional SEO gets you found. AEO gets you cited, which puts your brand directly inside the answer a potential customer receives instead of hoping they click a link. For businesses that depend on being found by the right buyer at the right moment, AEO is quickly becoming as important as SEO.