A Letter from the Founder
By Justin Hubbard
Why Adimize exists — and how I think about building service businesses.
I Didn’t Set Out to Start a Marketing Agency
I didn’t start a digital marketing “anti-agency” because I wanted to run a marketing company.
That was never in my future. I never thought about it.
Adimize exists because I had to learn marketing myself in order to grow my own service business — and once I did, other business owners wouldn’t stop asking for help.
This letter isn’t here to convince you of anything. It’s not a pitch.
It’s here to give you context — how this company came into existence, and how I think about building businesses.
The Reality of Running a Small Service Business
I built my home service business from absolutely nothing — probably the same way you did.
There wasn’t an audience.
There wasn’t a brand.
There certainly wasn’t a playbook.
There was a truck, jobs, payroll, and the constant pressure of making sure demand didn’t dry up. The pressure of keeping that truck moving.
Marketing wasn’t something I could “try” and leave to fate.
Hope is not a strategy.
Marketing either worked or it didn’t. It is very black-and-white — especially in the digital world.
What I Learned the Hard Way
Over time, I learned something important.
Service businesses don’t grow because of clever tactics, shortcuts, or hacks.
They grow because demand shows up consistently — and the business is ready when it does.
That’s when I stopped chasing surface-level metrics and started paying attention to what actually mattered after a prospective customer saw the marketing.
I learned this the same way most owners do — the hard way.
I worked with an agency at one point. And like a lot of owners, I got reports that looked good… because I didn’t know any better. But I didn’t always feel confident about what those reports meant for the business.
I knew my business well enough to tell that if marketing was truly “doing well,” the business itself should feel it too.
Often, it didn’t.
Where the Gap Became Clear
Around the same time, I started sharing pieces of my journey online — mostly on Instagram.
Other service business owners started reaching out:
- asking how I grew
- asking how I had so many jobs per day
- asking what worked
- asking why their marketing felt disconnected from their reality
The stories were almost always the same.
Good operators. Hard workers.
Spending money on marketing — but without any clarity.
That gap is what eventually became Adimize.
What Adimize Is Actually Built On
Adimize isn’t built on theory.
It wasn’t learned from a textbook or an online course.
It was built — and continues to be built — on operating experience.
- We still run a service business.
- We still invest heavily in advertising ourselves.
- We still test SEO and AI search visibility strategies.
- We still analyze website behavior and conversion patterns.
Everything we recommend has already been tested in the field — under real pressure, with real consequences.
Clients don’t fund our learning curve.
They benefit from it.
Marketing as Infrastructure, Not an Expense
When advertising is done well, it’s an investment. You make more than you spend.
When it’s done poorly, it becomes an expense — money out, with nothing meaningful coming back.
I don’t think about marketing as “lead generation.”
I think about it as infrastructure.
When it’s done right, it helps turn a service business into an income-producing asset — not just a job that owns you.
Something that can grow with or without your day-to-day involvement.
That requires clarity, systems, and feedback loops — not just dashboards.
Vanity metrics never tell the full story.
Service businesses live in nuance.
Our job is to close the loop between marketing activity and what’s actually being produced for the business.
Who Adimize Is Built For
Adimize is built for service business owners across a wide range of stages.
- Some are just getting started and trying to get consistent work.
- Some are growing but overwhelmed.
- Some are established and looking to tighten things up.
This approach tends to work best for owners who:
- want clarity more than hype
- understand growth is iterative
- care about long-term positioning
- want marketing that supports operations, not distracts from them
You don’t need perfect systems.
You don’t need clean numbers.
You don’t need everything figured out.
You just need to be willing to learn, adapt, and improve over time.
This may not be the right fit if you’re looking for:
- shortcuts
- guarantees
- set-it-and-forget-it marketing
- hype-driven tactics
How to Use This Site
Everything on this site exists for a reason.
How We Work explains how we think before tactics ever matter.
Services show how that thinking is applied.
Proof exists to validate — not persuade.
If it resonates, you’ll know.
And when you’re ready, you won’t need a hard sell to move forward.
I still consider myself an operator first.
Marketing is a tool I learned to grow a business — and it continues to evolve.
Adimize exists to help other service business owners shortcut the confusion, avoid the noise, and build something that really works in their actual operating environment.
If this aligns with how you think, you’re in the right place.
