The situation
Preslar's needed help making sense of a platform stack that grew over many years. Products were inconsistent. Ads were running on autopilot. Checkout and purchase tracking were unreliable. The team did not have a clear picture of what was working online and what was just noise.
This is the pattern most local retailers eventually hit: the storefront is fine, but the online side has accumulated decisions nobody is comfortable touching. Cleaning that up is its own kind of work.
What I do for Preslar's
Platform and ad audits
- Audited the Cumulus, Celerant, Mura, and Back Office setup to understand what each system actually controls.
- Audited the Google Ads account: account structure, conversion setup, and where spend was leaking.
- Mapped what can be safely edited and what requires platform-level escalation, so the team knows which fixes are mine and which are vendor calls.
Google Ads cleanup
- Restructured campaigns around more useful local and product intent instead of broad spray.
- Reduced spend on searches that were never going to convert.
- Set up the conversion structure so future ad reads are based on real signal, not vanity clicks.
Tracking and conversion investigation
- Investigated checkout confirmation issues and the purchase-tracking gap that was making online sales reads unreliable.
- Documented what was platform-blocked vs what could be fixed at the site or tag layer.
Product enrichment and content cleanup
- Built a product enrichment plan and pushed substantial product cleanup so listings were consistent, complete, and friendlier to search.
- Improved product titles, descriptions, and category structure where the platform allowed it.
Reporting and ongoing support
- Produced practical reports that separate real sales measurement from softer store traffic signals.
- Tracked wins, blockers, and competitive opportunities month over month.
- Stayed on as a steady, practical online operations contact for the team.
Where this fits in the bigger picture
The work clarified what is actually fixable on the site, what is blocked by the platform, and what should happen before more ad spend is scaled up. The biggest lever still in play is making checkout and purchase tracking fully reliable, which is platform-dependent and gets worked on alongside the routine cleanup.
This is not "we built you a new Shopify store." It is the kind of patient, ongoing online operations work that local retailers usually do not have access to without hiring a full-time digital person.
The pattern this fits
This is the local retail and ecommerce cleanup pattern. It works the same way for boutiques, specialty retailers, and inventory-heavy local stores that are stuck on older platforms or have ads, products, or tracking that nobody really owns.
If the storefront is solid but the online side feels messy, this is the lane I work in.
