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Craig Graham
Co-Founder and CEO of Grayvault Consulting. Craig helps e-commerce, lead generation, and healthcare organizations connect ad spend to revenue through measurement systems built to survive real scrutiny. Over 15 years in paid media, more than $100M in ad spend, across 100+ organizations.
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About Craig
Craig's work sits where most marketing breaks down: the gap between a platform reporting a conversion and a business actually making money. He builds the measurement systems that let organizations optimize toward revenue instead of proxies.
Most of that shows up in two places: the paid media audits Grayvault runs, and how we manage paid media once the system is in place. Much of the work is with DSOs and multi-location healthcare groups, including speed to lead for DSOs.
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On the e-commerce side, that means tying ad spend to revenue and margin rather than platform-reported ROAS. Grayvault's work with ShearComfort is one example, a move from fragmented tools to unified attribution, with a 25% increase in MER. On the healthcare and DSO side, Craig helped to build the attribution system at Smile Doctors, the largest orthodontic DSO in the United States, connecting ad spend through to contracted patients and production across 500-plus locations, work associated with 24% year-over-year production growth.
The throughline is the same across both: measurement is not a report you receive at the end of the month, it is infrastructure you build first, and everything else depends on getting it right. Craig is known for helping leadership teams move from reactive campaign management to scalable, defensible growth systems.
Based in Victoria, BC, he works with organizations across North America.
Where Craig's work shows up
Case Studies & Featured Work
In the Press
Video
Grayvault Consulting Inc.
Paid media and attribution for e-commerce, lead gen, and healthcare brands.
Serving organizations across North America
Based in Victoria, BC.
Founded by Craig Graham
Enterprise Paid Media Strategist
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