Automation · Tracking & Data · AI agents
The technical engine behind your growth.
Your tracking holds up. Your data sets direction. And the work gets done: by automation, AI agents and sharp Google Ads execution.
Our north star
Everything we build is judged on one number. Not clicks. Not leads. Not even revenue. Profit.
That is why we ask for cost price and margin, not only revenue. An agency that cannot see margin can only sell you more traffic.
Services
What we build for you.
Three blocks. Take them separately or as one machine. The fractional CMO keeps everything aligned. You don't have to chase it.
01
Workflow Automation & AI agents
n8n · CRM
Manual work that eats time and enquiries that slip away: that is what we build flows and AI agents for, with n8n and your CRM at the heart. These run at clients today:
Book a callSales
Website form 
Enrich 
Deal in CRM
No lead leaks away. Every enquiry lands in your pipeline as a deal instantly, with campaign and source attached as fields.
Sales
Enquiry 
Draft proposal 
Sent and followed up
Enquiry in, proposal out: nobody retypes anything. The follow-up email sends itself too.
Marketing
Deal won Conversion upload 
Google Ads
The won deal goes back to Google Ads with a hashed email and GCLID. Google then steers on deals and your budget shifts to campaigns that make money.
Support
New review 
AI reply 
Escalate low scores
Reviews with 4 or 5 stars get a fitting reply automatically. At 1 or 2 stars an email goes straight to you, before it becomes a public problem.
Finance
Invoice in inbox Parse PDF 
Bookkeeping
The invoice sits in your administration as a purchase entry, VAT coded and all. Your numbers are always current.
Operations
Work order (PDF) Match to project 
Project admin
The work order is matched to project and supplier and sits ready as a draft entry in your administration. You only approve.
AI
Intake form AI agent + knowledge base Report to practitioner
An AI agent with its own knowledge base reads every intake, checks for red flags and prepares a draft report for the practitioner. Even in healthcare settings with strict rules.
Ops
Workflow error Categorise Alert with fix
If something breaks, you get an email straight away with where it went wrong and a suggested fix. Your customer usually never notices.
02
Tracking, Data Analytics & Google Ads
Measurement + cockpit
First a measurement foundation you can build on, then a cockpit that shows what every euro does. Plus sharp Google Ads execution, from structure to daily optimisation.
Book a call- Watertight conversion tracking, down to offline conversions
- Data analytics and clear reporting
- ROI cockpit: input per channel next to revenue output, in one screen
- Profit-driven measurement (POAS) instead of ROAS alone
- Closed deal loop: won deals back to the campaign that brought them
- Google Ads: structure, campaigns and continuous optimisation
03
Email Marketing
Klaviyo · owned media
Your own list is the only channel without ad costs. With Klaviyo it becomes a revenue channel: flows that follow up, campaigns that sell.
Book a call- Klaviyo setup and integration with your site and CRM
- Flows: welcome, follow-up, win-back
- Campaigns and segmentation
- Email behaviour back into your ads and CRM, as part of the closed pipeline
Closed pipeline
From first click to closed deal.
Loose campaigns deliver loose leads. We build the whole chain, so you know exactly which marketing drives revenue.
Attract
Campaigns on the channels where your customers search. We measure ourselves on enquiries.
Follow up
Every enquiry enriched and followed up automatically. Fast replies win deals; automation never forgets.
Close
Won deals go back to the campaign that brought them as conversions. Your budget shifts to what makes money.
Clients
A few things we built.
Almost all our new clients come through existing clients. And once they join, they rarely leave.
Closed deal loop
Website leads land in the CRM as deals automatically. Won deals go back to Google Ads as conversions. Campaigns therefore steer on real revenue.
PDF automation
Work orders and timesheet PDFs from the inbox are processed into the project administration automatically. The admin stays current without anyone retyping a thing.
Reviews + data
An AI agent that answers every review within the claim rules that apply to supplements, because one careless word about health is a regulatory problem here. One and two stars never go out automatically, they reach the owner first.
AI agent + knowledge base
A knowledge base and AI agent doing prep work for orthomolecular therapists: analysing intakes and flagging red flags, with a draft report as the result. Built in a health environment where compliance watches closely.
E-commerce
Profit over revenue
We paused the biggest campaign, 25.000 euro a month, because the return would not clear 5 and nobody could see which products carried the profit and which quietly ate it. Then we went through the feed. From 26.000 products down to the 250 that genuinely pay off, and those are what we advertise now.
Home batteries and energy
From bought leads to their own
Leads were bought in, a trickle came through the site and the phone, and nobody could say which ones became revenue. Now every lead lands in the CRM with its source, phone calls included, and won deals go back to the campaign. Bought and own leads sit side by side on cost per deal.
Why CNTRL SHIFT
Senior direction, no overhead
CMO-level strategy and direction, without the cost of a full-time director.
Built, not presented
No reports and slideware. We build campaigns, flows and dashboards that run from day one.
No lock-in
Modular and cancellable monthly. Your ad accounts, data and automations stay yours. We work with viewing rights.
On the ball
One senior point of contact. Short, clear, action-driven. No unnecessary meetings.
About us
One group, two labels.
CNTRL SHIFT is the automation and data label within our group. Full-breadth performance marketing is done by sister label zazu.nl. Tracking, data, automation and AI agents are built here.
We work as fractional CMOs
Big companies have a chief marketing officer on the payroll. A smaller company cannot carry that salary, so it ends up buying loose services from an agency instead and nobody owns the whole picture. We are those officers, splitting our time across a small number of companies. Same seniority, a fraction of the cost, and one person who owns the result.
Bob van der Helm
Founder CNTRL SHIFT · Fractional CMO & AI Automation Lead
20+ years at the intersection of finance and marketing. Connects strategy and innovation with operations: devising, building and running AI systems day to day. Ex-Google and ABN AMRO.
Mitchel Wubben
Partner Strategy · Founder zazu.nl
Working on your numbers daily. Ex-Google.
A conversation, not a pitch.
Curious what there is to win in your business? One message is enough.
Book a callPrefer email? bob@cntrlshift.nl