If 2025 had a soundtrack, it would have been a long unresolved chord, tension without release, motion without movement. On paper, it looked like a breakthrough year. AI promised acceleration, markets hinted at recovery, and brand leaders felt early sparks of momentum. But somewhere along the way, the industry sunk into quicksand.  

From Inertia To Action: Marketing's AI Reckoning And The Road Ahead

From Inertia To Action

Why the brand-versus-performance debate is based on a false choice that's costing brands billions. 
by Shoshana Winter 08 January 2026
Shoshana Winter has spent her entire career in the performance marketing trenches, arguing for ROAS and conversion optimisation over "fluffy" brand work. In a special article for the PMW Squad, the CEO at agency Converge examines new data from WARC that confronts an uncomfortable truth…

performance-marketing-world-insight-by-shoshana-winter

The end of performance (from a performance marketer)

Smart leaders don’t just automate. They interpret, adapt, and innovate, making decisions that move the industry forward.

Media buying in 2026: What brands need to know 

Media buying in 2026

CNET and Omar L. Gallaga include Converge CEO, Shoshana Winter, in coverage of the next wave of streaming pricing. CNET reports that Spotify is poised for another U.S. Premium price increase in early 2026 following hikes across multiple regions. The broader landscape also touches Apple and TIDAL as competitors recalibrate pricing and value. 

Spotify Will Reportedly Get More Expensive Next Year. Here's What to Expect

CNET: Spotify Will Reportedly Get More Expensive Next Year. Here's What to Expect

CNET- Spotify Will Reportedly Get More Expensive Next Year

In her first year as CFO, Ying Miao has focused on efficiency, talent and technology while balancing the demands of a private equity-backed board. Ying joined marketing and advertising firm Converge as CFO in May 2024, she stepped into a company with ambitious growth plans and a private equity ownership structure.

Converge CFO on tripling EBITDA, navigating PE and leading change

CFO: Converge CFO on tripling EBITDA, navigating PE and leading change

Forty Years Ago Today, Excel Taught the CFO How to Play. Thanks to CFO and Adam Zaki for including Converge CFO Ying Miao, in a must read “Happy 40th birthday, Excel: CFOs reflect on its lasting role in finance” Adam covers the four decades after its debut, and how finance chiefs say the legendary consistency, flexibility and shared language keep it central to corporate finance even as AI reshapes the tech stack.

Happy 40th birthday, Excel - CFOs reflect on its lasting role in finance

CFO: Happy 40th birthday, Excel - CFOs reflect on its lasting role in finance

Excel - CFOs reflect on its lasting role in finance

It’s been over a year since the introduction of AI Overviews (initially coined as Search Generative Experiences) during the 2024 Google Marketing Live webinar. A now staple in the Google Search experience, these AI generated summaries appeared at the top of [13% of searches in 2025](https://martech.org/google-ai-overviews-show-on-13-of-searches-study/), ahead of Search Ads and organic links to websites. Bing also launched “Generative Search”, their own version of AI-powered conversational search experiences, which officially rolled out to US users in October of last year.

Couple these pivotal Search engine shifts towards a more conversational experience with the widespread adoption of emerging technologies like ChatGPT, Meta AI, and Grok, the paid search landscape is undergoing a significant transformation. Now more than ever, users can find answers to their questions on the results pages of search engines or within the chat log of conversational AI platforms without the need of clicking through to another website. This occurrence commonly referred to as “[zero click content](https://storychief.io/blog/zero-click-content)” is revolutionizing SEM optimization strategies.

To ensure our clients are not left behind in this evolving landscape, we at Converge implement the following practices to bridge the gap between new AI powered search engine inquiries and the lower funnel conversions that drive ROI for your business:
- **Prioritizing High Quality Auction Signals**
It’s now known [Google ads can serve above, below, and even within AI Overviews](https://searchengineland.com/google-ads-ai-overviews-spotted-455889). Prioritizing Ad Rank, Quality Score and other notable auction insights ensures our clients are best situated to serve within these highly prized spots via sponsored placements
- **Adoption of Google’s AI Tools**
We at Converge have built long lasting relationships with our Google representatives and are always pushing the boundaries by testing newly accessible AI features. By being early adopters into Smart bidding campaigns such as Performance Max and AI Max, we continue to embrace the newest AI strategies available within the Google Ads platform
- **Reinventing Longtail Keywords**
Longtail keywords have been a staple of our Paid Search strategy due to their clear user intent and proximity to point of sale/action. With the recent abundance of [conversational search queries](https://www.wsiworld.com/blog/the-rise-of-conversational-queries-and-their-impact-on-serps), we’ve refined this approach to ensure we target complex search inquiries that frequently trigger AI Overviews placements.

The current state of Search is unprecedented. Traditional SEO and paid search strategies have seemingly gone out the window as the emergence of AI has taken the industry by storm. At Converge, we believe the true magic happens when **unrivaled human expertise elevates AI's power**, delivering results that machines alone simply can't achieve. Our team's deep insights ensure your strategy isn't just smart, it's brilliant and action driven

If you're ready to elevate your business’s performance with an agency well equipped for today’s ever-changing marketing industry, schedule an [introductory performance meeting](/contact) today!
   

To ensure our clients are not left behind in this evolving landscape, we at Converge implement these practices to bridge the gap between new AI powered search engine inquiries and the lower funnel conversions that drive ROI for your business.

Paid Search in the AI Age: Navigating the Zero Click Frontier

Paid Search in the AI Age

Matt Seiler, a three-time CEO and leader in performance-based compensation and automation, has joined the board of directors at full-service performance marketing agency Converge, the company announced Wednesday.

Seiler Joins Converge Board, Finds Poetry In AI 'Agency'

MEDIAPOST: Seiler Joins Converge Board, Finds Poetry In AI 'Agency'

Matt Seiler, a three-time CEO and leader in both performance-based compensation and automation, has joined Converge's board of directors. Seiler brings extensive experience to Converge given his decades-long career managing global clients at leading agency brands that include IPG Mediabrands, UM, Omnicom's PHD, BBDO, and Goodby, Silverstein & Partners. 

Converge Names Matt Seiler to Board Amid Rising Demand for ROI-Driven Marketing

BUSINESS INSIDER: Converge Names Matt Seiler to Board Amid Rising Demand for ROI-Driven Marketing

Converge Names Matt Seiler to Board

Boutique performance marketing agency Converge has hired James Pearson as its chief communications officer. In the newly created role, Pearson will head the agency’s new client service PR division and oversee all corporate media relations, communication and content strategy and PR for Converge and its clients across multiple verticals, the firm said in a statement.

Boutique performance marketing agency Converge hires James Pearson as CCO

PR WEEK: Boutique performance marketing agency Converge hires James Pearson as CCO

Converge hires James Pearson as CCO

### Converge white paper reveals best practices for marketers looking to integrate AI into performance-driven strategies

_“AI for Action” White Paper Redefines Performance Marketing with AI-Driven Insights
Gemini 2.5 Case Study Turns AI Insights into Proactive Marketing Strategy_

NEW YORK, August 20, 2025 (GLOBE NEWSWIRE) -- Converge, a performance innovation agency for modern growth marketers, today announced the release of its "AI for Action: Scaling Performance Through Innovation" white paper, providing insights on how performance marketers can effectively utilize and implement Artificial Intelligence. The agency details how AI integration across performance marketing, from data democratization and creative scaling to insights and campaign pre-optimization, can redefine "performance" by leveraging AI to drive measurable business outcomes, by focusing on high-value marketing actions.

"The marketing industry is undergoing a seismic shift driven by AI. We are not just committed to adopting new AI tools because they are new. We are, however, deeply committed to fundamentally redefining engagement models to deliver the most efficient ROI driven by practical AI," said John Lyons, Chief Performance Officer at Converge. "This research outlines the use of AI to support growth marketers in achieving measurable ROI. We are unveiling best practices in data management, creative scaling, and campaign optimization with the specific goal of improving measurable business outcomes with AI.”

A prime example involves one of nations’ largest home remodeling companies, whose print campaigns had traditionally been a high-performing channel suddenly experienced a decline in qualified leads. Using Gemini 2.5, the Converge Strategy and Analytics team rapidly uncovered the root causes: a 12% market decline in home project spending, increased financial strain on homeowners, and potential demand saturation from front-loaded consumer purchases in Q4 2024. This shift from understanding "what happened" to "why it happened" with AI enables proactive strategic planning and instantly transforms how we engage and retain audiences.

To download "AI for Action: Scaling Performance Through Innovation" and learn more about how Converge is developing AI-driven performance marketing solutions, please visit
https://convergemarketing.com/insights/ai-for-action/.

### About Converge
Converge is the performance innovation partner for modern growth marketers. Since 2006, Converge has evolved from a lead acquisition specialist to a full-service performance marketing agency, generating over $2B in client sales and more than 1M leads. As Your Agency of Action, Converge delivers real, measurable business value through integrated multi-channel campaigns, advanced data & measurement, and creative services across multiple verticals such as Home Services, Legal, Insurance, and Financial Services. For more information, visit: https://convergemarketing.com/.

### Press Contact

Kite Hill PR for Converge
Converge@KiteHillPR.com 

With the release of the converge "AI for Action: Scaling Performance Through Innovation" white paper, we are providing insights on how performance marketers can effectively utilize and implement Artificial Intelligence. The agency details how AI integration across performance marketing, from data democratization and creative scaling to insights and campaign pre-optimization, can redefine "performance" by leveraging AI to drive measurable business outcomes, by focusing on high-value marketing

“AI for Action” White Paper Redefines Performance Marketing with AI-Driven Insights

AI for Action Whitepaper

Marketing Management helps you understand the way customers think and react when they buy a product or service. Good marketing management drives a company’s success. What are 5 ways to lead a successful Marketing Management team? To address this, we are talking to marketing leaders who can share stories and insights from their experiences. As a part of this series, we had the pleasure of interviewing Phil Sitilides.

Converge’s Phil Sitilides On How to Lead a Successful Marketing Management Team

MEDIUM: Converge’s Phil Sitilides On How to Lead a Successful Marketing Management Team

Phil Sitilides Interview

In this episode of Tech Talks Daily, I’m joined by Jose Soto, VP of Engineering at Converge Marketing, to discuss how data democratization transforms performance marketing. Jose highlights a common bottleneck in marketing where engineering teams act as the data gatekeepers, often slowing down marketing efforts. 

How Converge Uses Technology to Drive Growth

THE TECH TALKS DAILY: Data-Driven Marketing: How Converge Uses Technology to Drive Growth

‘The ‘Silicon Valley Scholar’, the ‘Adtech Alley-opp’ and the ‘Walk of Fame’ all join the PMW International Powerlist – but what is their real life alias? The unveiling of the most influential people in the global performance marketing sector continues today.

PMW International Powerlist 2025: Winners 81-100 revealed

Reimagining audience targeting is no longer a luxury—it’s a necessity. Traditional segmentation models often rely on outdated assumptions that stifle innovation and growth. At Converge, we help brands break free from these limitations with a data-driven, human-centric approach that fosters deeper, more authentic connections. The key isn’t just adjusting how brands see their audiences—it’s evolving their entire engagement strategy to meet consumers where they are and inspire meaningful action.

By shifting from broad generalizations to empathy-driven storytelling, brands can create campaigns that resonate with consumers’ aspirations and identities. What are their goals, challenges, and dreams? How can your brand play a role in their transformation? The most successful marketing efforts aren’t just about selling a product—they’re about forging lasting connections and fostering consumer growth.

### The Converge Approach to Reimagining Audiences

A strong marketing strategy starts with an in-depth understanding of your audience. At Converge, we’ve developed a five-pronged approach to ensure brands continuously refine their targeting strategies and break free from limiting assumptions:

**1. Defend** – Protecting and strengthening core audiences that deliver consistent value. By leveraging deep audience insights, brands can ensure their loyal customers feel recognized and supported, solidifying long-term relationships.

**2. Capitalize** – Identifying untapped potential within existing customer bases. Hidden within every audience are overlooked subsegments that, when engaged with tailored messaging, can be reinvigorated to drive new revenue.

**3. Grow** – Moving beyond predefined personas to explore emerging audiences. This means aligning brand values with new demographics and experimenting with bold, innovative campaigns that expand reach.

**4. Innovate** – Using predictive analytics to anticipate shifts in customer behavior. Investing in new formats and channels allows brands to stay ahead of the curve, engaging the next generation of consumers before competitors do.

**5. Evolve** – Challenging internal biases around brand identity and audience perception. A continuous cycle of audience reassessment fosters agility and adaptability, ensuring marketing strategies stay relevant in an ever-changing landscape.

### Unlocking Hidden Potential

By reimagining audience engagement, brands can unlock massive growth potential. This requires a strategic, cross-channel approach that meets consumers where they are, leveraging innovative formats and culturally relevant messaging to cut through the noise.

### Taking Action: A Three-Phase Strategy

**1. Performance Pulse:** Start by analyzing existing audience insights. Our Performance Pulse assessment helps identify knowledge gaps and outdated perceptions that may be limiting growth.

**2. Collaborative Workshop:** Work with our team to explore fresh opportunities and develop new audience narratives that better align with today’s evolving market.

**3. Pilot Campaign:** Test a bold, experimental campaign aimed at a newly identified audience segment. Data from this initiative will inform future strategies, ensuring ongoing optimization and impactful engagement.

It’s time to move beyond outdated audience assumptions and embrace a strategy that’s dynamic, data-driven, and focused on real human connections. At Converge, we’re ready to help you redefine your approach and unlock the full potential of your audience.


Reimagining audience targeting is no longer a luxury—it’s a necessity.

Moving Beyond Generalizations to Drive Action

Flipping the Script on Audience Stigmas: Moving Beyond Generalizations to Drive Action

Converge appoints dentsu’s John Lyons as Chief Performance Officer. Lyons brings a wealth of experience in performance marketing, creative strategy, and digital innovation, further bolstering the agency’s capabilities and reinforcing its commitment to delivering impactful results for its clients. Following Converge’s recent rebrand and new business wins, he will lead and elevate the agency’s performance capabilities across the entire marketing journey.

Converge Appoints dentsu’s John Lyons as Chief Performance Officer

CITYBIZ: Converge Appoints dentsu’s John Lyons as Chief Performance Officer

Converge Appoints John Lyons as CPO

Many marketers mistakenly see brand and performance marketing as separate, even opposing forces. It's time to argue for a more holistic perspective.

How Brand And Performance Marketing Drive Mutual Success

MEDIAPOST: How Brand And Performance Marketing Drive Mutual Success

Outdated legacy systems pose a significant challenge to modern marketing agencies. These systems impede agility, scalability, and data-driven decision-making. After years of accumulating point solutions, many companies find their tech stacks function far from seamlessly.

Today’s marketers prioritize comprehensive platforms over bundled tools, seeking simplification, integration, and operational efficiency. However, many legacy solutions are built on outdated data architectures from the late 90s, designed for a different era of marketing unable to handle today’s fast-paced, multi-device consumer and the massive data volume.

To address this, marketing agencies need to focus on cross-departmental collaboration between engineering and marketing teams. Moving away from the patchwork of disconnected tools, modern platforms must offer a unified system where all marketing channels seamlessly work together and connect disparate data sources. This removes the fatigue many companies experience from juggling dozens of siloed solutions. As a result, emerging technologies, such as AI, no-code/low-code solutions, and cloud-based platforms, can streamline operations, enhance efficiency, and fuel sustainable growth by replacing legacy systems.

Outdated legacy systems pose a significant challenge to modern marketing agencies. These systems impede agility, scalability, and data-driven decision-making. After years of accumulating point solutions, many companies find their tech stacks function far from seamlessly.

Modernizing the Marketing Engine: Overcoming Legacy Infrastructure Challenges for Growth

ADVERTISING WEEK Modernizing the Marketing Engine: Overcoming Legacy Infrastructure Challenges for Growth

Modernizing the Marketing Engine

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Some brands spent up to $8 million for a commercial during the Super Bowl, which will be broadcast by Fox this year. The price tag, which has been rising to record rates in recent years, is still considered worth it by industry experts.

Even at $8 million per Super Bowl commercial, ad executives say it’s still bang for your buck

CNBC: Even at $8 million per Super Bowl commercial, ad executives say it’s still bang for your buck

Super Bowl commercial still bang for your buck

Performance marketing has always been a core element of marketing campaigns, using highly measurable bottom-of-the-funnel channels and tactics to drive sales. Yet, in recent years, a new, more expansive model has emerged.

2025: The Year Of Performance Reinvention

MEDIAPOST: 2025: The Year Of Performance Reinvention

The Year Of Performance Reinvention

## After more than three decades of calling myself a marketer, one guiding principle has remained constant: **always expect change.** Throughout my career, I’ve adapted to countless disruptions, transformations, and reinventions of nearly every facet of advertising and marketing. Change is what keeps me engaged and excited about the work – even with all its inherent challenges. 

Yet, strangely enough, one thing has remained remarkably static: **Performance Marketing.** 

Despite the rise of digital, e-commerce, social media, and now AI, the role of performance in most marketing plans has stayed confined to a predictable box. It’s the so-called “bottom of the funnel.” It’s measured by a few KPIs tied to the last mile. And, most notably, it’s kept at arm’s length from “Brand” marketing. 

As the (relatively new) CEO of a boutique performance agency, I believe it’s time for this outdated division to end. Keeping Performance in a silo has held back modern marketing. It’s overdue for reinvention. 

### Here’s the truth: today, all marketing must perform. 

This doesn’t mean every campaign should live exclusively in direct response channels or sacrifice building emotional connections with your audience. But in an era where every dollar must be accountable, it’s clear that everything we do – brand or performance – must deliver results. 

**It’s time for a complete paradigm shift.** At Converge, we see ourselves as innovators of performance and, as such, we are “all in” on this transformation.   Through our client work in media, analytics, experience and lead generation, we have embraced the new rules of marketing: 

- **Erase the line:** The divide between brand and performance is a vestige of a pre-digital world. In a consumer-led media landscape, brands have to find ways to **earn**  attention vs. buying it..  That means striking the right balance between telling stories and driving response. 

- **Forget the funnel – embrace the journey:** The path to purchase is anything but linear or one size fits all.  Understanding how audiences buy and building campaigns designed to advance that journey is the way we unlock value from every channel. 

- **Make Measurement King:**  Instead of putting measurement at the end of the story and focusing only on standard digital KPI’s, start every plan with a strategic cross channel measurement framework.  It will ensure that your media and messaging are aligned to your goals and designed for performance. 

This is our manifesto. This is how we do Performance for growth marketers.  We can’t wait to make everything work for you. 

 

After more than three decades of calling myself a marketer, one guiding principle has remained constant: always expect change. Throughout my career, I’ve adapted to countless disruptions, transformations, and reinventions of nearly every facet of advertising and marketing. Change is what keeps me engaged and excited about the work – even with all its inherent challenges.

A Manifesto on Modern Performance

A Manifesto on Modern Performance, for Today's Growth Marketer

## In today's competitive digital landscape, leveraging AI is key to driving better ROI. Platforms like Meta are leading the charge with powerful AI tools that enable smarter targeting, real-time optimizations, and more efficient use of ad budgets. But these tools are only as effective as the strategies behind them. At Converge: Your Agency of Action, we go beyond just using these technologies—we make them work for you.


### Meta's AI tools are designed to help advertisers unlock their full potential:
 
- Precision Targeting: AI analyzes user behavior to identify the audiences most likely to convert, ensuring every ad reaches the right people.
- Dynamic Creative Optimization (DCO): AI continuously tests and refines ad elements—images, videos, and copy—to serve the combinations that drive the highest engagement and ROI
- Smarter Ad Placement & Bidding: Tools like Meta Advantage+ use AI to optimize where and how your ads are displayed, maximizing results while keeping costs low.

###  How Converge Unlocks the Full Potential of AI

At Converge, we don't just execute campaigns—we ensure they deliver value at every stage. By combining Meta’s advanced AI capabilities with our proprietary strategies, we help your business stand out and succeed.

Here's what we bring to the table:
- Free Performance Pulse Audit: Our proprietary Performance Pulse dives deep into your campaign performance, analyzing data from platform tools and beyond. We provide actionable insights that go beyond surface metrics, giving you clear recommendations to drive growth.
- Full-Funnel Optimization: From brand awareness to conversions, we align AI-powered insights with your specific goals to maximize ROI at every stage of the funnel.
- Custom Strategy Development: We tailor Meta’s tools to your business needs, ensuring you’re not just meeting industry benchmarks—you’re exceeding them.
- Creative Excellence: Meta’s AI optimizes creative performance, but only when the assets are strategically designed. Our team ensures your content resonates with your target audience, driving results across all campaigns.

### Get Your Free Performance Pulse Audit

Meta's AI tools are powerful but leveraging them to their full potential requires expertise. At Converge, we combine technology with strategy to ensure your campaigns deliver maximum value. Ready to take your paid social campaigns to the next level? Contact us today for a free Performance Pulse audit. Let us show you exactly where your campaigns can improve—and how we’ll help you turn insights into action. Let's make your campaigns work harder and smarter to drive your business forward. Reach out today for your free performance pulse to jump start your media optimizations going into the new year.

In today's competitive digital landscape, leveraging AI is key to driving better ROI. Platforms like Meta are leading the charge with powerful AI tools that enable smarter targeting, real-time optimizations, and more efficient use of ad budgets. But these tools are only as effective as the strategies behind them. At Converge: Your Agency of Action, we go beyond just using these technologies—we make them work for you.

Maximize Paid Social ROI with AI

Maximize Paid Social ROI with AI: Converge, "Your Agency of Action" will show you how!

## Every interaction you have as a marketer is a data point. Every consumer touchpoint, campaign setup, and CRM entry contributes to the ecosystem that powers your performance. Yet, data hygiene—the essential practice of maintaining clean, accurate, and actionable data—is often overlooked. Left unchecked, it introduces risk, inefficiencies, and even lost revenue opportunities.

At Converge, we've navigated the ins and outs of data—from tactical campaign naming conventions to micro-journey mapping. As Director of Analytics, I've experienced firsthand how clean data fuels the performance engine. A regular "data diagnostic" mitigates risk, enables efficient data-driven decision making, and uncovers untapped opportunities.

### Why Data Hygiene Matters

**1. Data-Driven Decisions** In the fast-paced marketing world, strategies shift quickly based on real-time information. Clean, reliable data ensures decisions are built on a solid foundation, reducing the chances of missteps and misallocated resources

**2. Enhanced Targeting** With clean data, marketers can focus on high-value opportunities and audiences most likely to deliver results. Casting a wide net is fine, but wasted time and resources pursuing irrelevant leads can harm more than help.

**3. Improved Reporting** Clean data is critical to producing accurate reporting, allowing agencies and in-house teams to better showcase wins, quickly diagnose what isn’t working, and optimize campaigns efficiently.

**4. Building Consumer** Trust Consumers are more informed than ever. Clean data empowers marketers to craft messages that are both relevant and respectful, fostering trust and authenticity in every touchpoint.

**5. Risk Identification** If your data is dirty you may be speaking to the wrong person, at the wrong time, with the wrong message resulting in spend inefficiencies. There is also risk of not being compliant and the plethora of problems that can put your performance at risk.

### When Things Get Messy: How to Stay on Top

Even the best systems encounter a little "data dirt. " The key is to prevent it from spiraling:

- **Shine a Light on the Gaps:** Regularly review naming conventions, data transfers, and tracking systems. You should do a “spring cleaning” for your data annually.
- **Set a 10-Minute Rule:** Spend 10 minutes a week performing quick data check-ins. Small, consistent maintenance prevents larger, time-consuming problems down the road.
- **Prioritize What Matters**: Not all data points are created equal. Focus on the metrics that drive performance, and don't sweat the small stuff.
- **Relax and Get Some Help:** As a data-centric independent agency we've partnered with clients of all sizes to identify data solutions focused on consistency, cleanliness and actionable influence on performance.

### Solution: Converge Data Diagnostic

Data hygiene isn't just a task—it's a competitive advantage, it is our competitive advantage. With clean, actionable data, your team can optimize campaigns, foster consumer trust, and drive measurable performance.

At Converge we've partnered with our clients to develop solutions to keep data pipelines clean, efficient, and connected from strategic planning to tactical event level detail to backend CRM performance measurement.

The **Converge Data Diagnostic Toolkit** provides a holistic view of your data environment. We provide an honest assessment of the state of your platforms, linkages, and outputs along with a prescriptive series of recommendations to enhance data-driven performance outcomes.

If you work with marketing data, there's a good chance you're struggling with at least one serious data challenge.

**Contact us today and see how a data diagnostic can help identify and resolve those challenges and enhance your marketing performance.**

Every interaction you have as a marketer is a data point. Every consumer touchpoint, campaign setup, and CRM entry contributes to the ecosystem that powers your performance. Yet, data hygiene—the essential practice of maintaining clean, accurate, and actionable data—is often overlooked. Left unchecked, it introduces risk, inefficiencies, and even lost revenue opportunities.

Data Hygiene

Data Hygiene: The Hidden Force Behind High-Performance Marketing

## A Wall Street Journal article this week highlighted a powerful market signal: John Burns Research & Consulting estimates that $30 billion in potential remodeling spending is "…sitting on the sidelines, waiting to be spent." Despite a recent slowdown due to higher financing costs, the home services industry sits on the edge of a significant upswing, thanks to over $35 trillion in homeowner equity. Homeowners with an average of $400,000 in equity, have been holding off on major projects, but will be ready to invest as borrowing conditions improve.

Two things stood out to me as I attended the TOP 500 Live Qualified Remodeler's Conference in Las Vegas this past week with some of the nation's largest home services companies. First, this is a critical moment to prepare for the likely surge in renovation demand. As lending rates become more favorable, homeowners will be eager to reinvest in their properties. Companies that strategically increase their marketing NOW will be primed to capture a substantial share of this pent-up spending.

Second, the pandemic made getting leads a little too easy, and there's a lot of trash leads out there. In contrast, our proprietary engine identifies hyper-targeted audiences and pinpoints their high-value actions throughout the customer journey, creating strategies that maximize growth. While lead generation is essential, the true value lies in leads that convert. We're on the cutting edge every day helping clients get smarter + stay competitive with our innovative action-based lead generation.

In today's competitive landscape, priming your marketing is essential. As more remodeling funds become available, home service companies will face increased competition to capture clients ready to act. Positioning your brand as a trusted partner now – while consumers are actively researching but not yet committing – can lay the foundation for strong lead conversion as financing conditions improve.

At Converge, we excel in generating high-quality leads in the home services space for clients like Leaf Home, Great Day Improvements, Erie Home, and ADT. The consumer landscape has changed since the pandemic, and now more than ever, targeted lead generation is crucial. You may already be active in traditional digital channels, but we specialize in enhancing those efforts and exploring innovative avenues for lead generation.

And don't forget about print! No one in the country outperforms Converge when it comes to print performance. We invest our own resources to ensure your success. If print isn't a significant part of your strategy, we're ready to show you how to fully leverage this channel to drive leads.

Now is the time for home service businesses to intensify their advertising and media efforts. Those who act decisively will be best positioned to capture the surge in remodeling demand and win big as homeowner spending accelerates.

A Wall Street Journal article this week highlighted a powerful market signal: John Burns Research & Consulting estimates that $30 billion in potential remodeling spending is "…sitting on the sidelines, waiting to be spent." Despite a recent slowdown due to higher financing costs, the home services industry sits on the edge of a significant upswing, thanks to over $35 trillion in homeowner equity. Homeowners with an average of $400,000 in equity, have been holding off on major projects, but will be ready to invest as borrowing conditions improve.

Home Services Must Get Smarter

WSJ: Homeowners Hold $30 Billion in Remodeling Dreams — Why Home Services Must Get Smarter About Leads To Stay Competitive.

## Performance marketing agency Converge, today announced the appointment of Shoshana Winter as CEO and Jason Whiting as Chief Growth Officer (CGO). As demand increases for full-fledged performance marketing services, these new appointments join Converge's team with a proven record of driving growth, primed to capitalize on the continued expansion of performance marketing services.

With 30+ years of agency and client-side marketing experience, Shoshana has held multiple strategy, media and creative leadership positions at dentsu agencies, including mcgarrybowen, Vizeum US, and most recently, dentsu, where she served as Executive Director for the company's performance creative team.

Previously the CGO at PureRed, Jason also served as CEO of MRY and led new business for several large agency brands including AKQA, HUGE and Media Monks. Jason's 20 years of extensive experience in data, media, creative, and technology has enabled him to successfully lead agencies, build teams, and expand brand reach through innovative solutions. Whiting will be responsible for propelling growth and the adoption of Converge's services.

“I could not be more excited to lead Converge through this exciting transformation,” said Shoshana Winter, CEO of Converge. “Performance is experiencing a real renaissance as brand marketers are increasingly held to tougher measures when it comes to return on marketing spend. Converge is perfectly positioned to take advantage of this moment.”

This announcement marks an important milestone for Converge, as it looks to double down on growth and fuel client success. The agency's long-standing client base spans across multiple verticals, including home services, membership businesses, legal and financial services as well as healthcare and automotive, with notable clients that have included AT&T, AAA and LeafHome.

“We are bullish on the performance services industry and the unique market opportunity for Converge,” said Adam Lavelle who was recently appointed to the agency's board of directors in June. “Adding Shoshana and Jason, two senior agency executives with successful track records, reflects our confidence in the agency's value proposition and its ability to capitalize on the market opportunity while accelerating client successes in 2025 and beyond. Converge has a quiet history of executing precision marketing solutions and delivering successful outcomes for clients. It's time for more people to learn what the agency can do for them.”

Shoshana and Jason join co-founders Maarten Terry and Mike Carrano, who will remain on the leadership team as co-presidents as the agency expands its offering and evolves its position in the market.

### About Converge

Converge is a full-service, performance marketing agency. Founded in 2006, with lead acquisition as the primary offering, today Converge offers a variety of direct marketing capabilities including media strategy, buying and planning, advanced data & measurement, audience modeling and predictive analytics, performance UI/UX and creative services. Converge manages integrated multi-channel media and lead acquisition campaigns with a focus on print, display, paid search, paid social, SEO, email, and CTV. Servicing clients across multiple verticals including Home Services, Legal, Insurance, Financial Services, Converge has generated over $2B in client sales and more than 1M leads for its clients.

Performance marketing agency Converge, today announced the appointment of Shoshana Winter as CEO and Jason Whiting as Chief Growth Officer (CGO). As demand increases for full-fledged performance marketing services, these new appointments join Converge's team with a proven record of driving growth, primed to capitalize on the continued expansion of performance marketing services.

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