Looking Back at 2025

How was 2025 for you? Personally, I’ve found that reflecting on a year is a valuable exercise. It’s a chance to slow down, notice progress that’s easy to overlook, and acknowledge how your thinking has changed along the way.

In December 2024, we closed our largest client ever. Until that point, I had assumed we couldn’t compete with the big agencies. Then we took over the Google Ads work from one of the largest agencies in the country – and the client is thrilled with the results. More than the revenue, that experience fundamentally changed how I see what we’re capable of.

To properly serve this new client, along with several others who started working with us, we added two full-time team members to Factor Four. These were our first full-time employees in 17 years in business.

Building a bigger team has been energizing… and humbling. It forced me to let go more than I was comfortable with and trust others with work I’ve always held closely. Delivering outstanding results is what gets me up in the morning, and I held onto the details tighter than I should have. With some helpful coaching, I’m learning how to stop being the master craftsman and start becoming the architect building systems that deliver excellent results repeatedly.

Despite the growth, we still measure success by one thing: how effectively we helped our clients.

This year brought some meaningful wins for organizations willing to rethink how they approach lead generation. A few highlights from new clients:

• Cardiac Care landed their largest client ever through a Google Ads lead, revealing a new market opportunity they are now actively pursuing.
  
• A home services company reduced the cost of branded search terms by 77%, freeing up budget to successfully expand into non-branded keywords and acquire new customers via Google Ads.
  
• SMCU lowered overall ad spend by 39% while maintaining the same volume of qualified leads.
  
• ScriptCert temporarily reduced advertising because demand outpaced their internal capacity. They are currently adding team members so they can scale further.

We also celebrated a milestone that means a lot to us: 16 years of helping Otay Ranch Eyeworks get new patients consistently.

2025 reinforced something I’ve always believed: when performance can be clearly measured, decisions get better, and growth follows.

We’re grateful for our great existing and new clients and look forward to building on our momentum in 2026.