Website & Creative Leadership for B2B Ad Agency & Academy AdConversion

AdConversion is a paid-media agency for B2B SaaS companies, founded by Silvio Perez. Silvio wanted to turn years of agency know-how into an academy: practical courses that teach marketers how to plan, launch and scale ads on channels like Google, LinkedIn and Meta.

This was a multi-layered build. One site had to serve three audiences: SaaS companies looking for an agency, marketers discovering the academy, and logged-in members working through their courses. I started by mapping the site and the user flows for each one, so a prospective client and a new student each had a clear path, and members had a simple way back into their lessons.

I designed the site in Figma and built it in Webflow. I set up CMS collections for courses, lessons and instructors, so the team could add new content without touching the design. For the membership layer, I brought in the web development agency Fitr Media to help connect a membership tool that handles sign-ups, SSO, logins and gated course content. We designed and launched the academy in 2023.

I was later invited to help build AdConversion's creative team as Head of Creative. Over two and a half years, I grew the team from one person (myself) to more than seven full-time creative professionals plus several subcontractors, and developed the creative systems we used to produce ads and landing pages for B2B SaaS clients.

The academy became an engine for AdConversion's growth. It now serves more than 11,000 students, and the course library keeps growing because courses, lessons and instructors all live in the Webflow CMS, so the team can publish new content on its own.

During my two and a half years with the agency, AdConversion grew to more than 30 team members serving over 30 B2B SaaS clients, and to more than $3M in annual recurring revenue. The website still brings the academy and the agency together under one brand.