Fogg Industries isn’t taking on new clients right now — but thanks for stopping by.
Straight talk about how this works, what I promise, and what I don't. No fine print designed to confuse you – just honest clarity.
Paid advertising involves real money and real risk. I'll always give you my honest assessment, my best work, and full transparency on what's happening in your account. What I can't do is guarantee specific outcomes.
Ad performance depends on factors outside my control: your offer, your pricing, your competition, platform algorithm changes, market conditions, and the behaviour of real humans who click your ads. Results will vary. Past results – including any figures mentioned on this site – are real but not a promise of what your campaigns will produce.
"Transparent capitalism" is my term for a simple idea: you should always know exactly what you're paying for. Every invoice I send shows actual hours worked, what was done in those hours, and the result it produced. No black box billing. No rounding up. No vague line items.
I charge $100–$125/hour depending on scope. Ad spend is always paid directly by you to the platform – it never passes through me, and I never mark it up. What you spend on ads is what the platform receives.
If you ever want to see inside your account, you can. I'll set you up with read access from day one. Nothing is hidden.
I take one client per industry per geographic market. This is a commitment I make to every client and I honour it without exception.
What "per market" means: if I manage Google Ads for a law firm in Calgary, I won't take on another Calgary law firm. But if a law firm in Toronto serves a different market and their clients don't overlap with yours, that's a different situation – and I'd discuss it openly with you before making any decision.
When in doubt, I'll always ask rather than assume. Your trust matters more than any new account.
I reply to all emails within one business day – with one honest exception: when I'm on holiday, I'm on holiday. I'll let you know in advance when I'm away and make sure nothing urgent is left unattended before I go.
I communicate by email as my default. It keeps a clear written record of every decision, which protects both of us. Calls are available when genuinely useful – just ask.
Invoices are sent monthly and are due net 30 – meaning payment is expected within 30 days of the invoice date.
Invoices include a full breakdown of hours worked and work completed. No surprises, no estimates – you'll see exactly what the month looked like before you pay for it.
If you have a question about an invoice, ask. I'd rather explain it than have it sit unresolved. Late payments don't end relationships – but silence does.
When I work white label for an agency, the relationship is between me and the agency – not between me and the end client. I communicate with the agency contact only. I do not contact the agency's client directly, ever.
White label work is treated as confidential by default. I won't reference the arrangement publicly, mention the client's name, or use the work in any case study without explicit written permission from the agency.
The same industry exclusivity rule applies: one client per industry per market, whether that client comes to me directly or through an agency partner.
Fogg Industries is currently a one-person operation. Every account is managed personally by me – John Lowry. That's a deliberate choice and the thing clients value most.
If Fogg ever grows beyond what I can manage alone at the standard I hold myself to, I may bring on contractors or employees to support that growth. If that happens, I'll be transparent about it – you'll know who's working on your account and what their role is. That's a future problem. For now, you get me.
Your ad spend is always paid directly by you to Google, Microsoft, Meta, or whichever platform we're using. It never passes through my hands, and I never hold a balance on your behalf. This protects you completely.
Ad spend is real money at risk. I manage it as carefully as I would my own – but losses can and do happen in paid advertising, especially during testing phases. I'll always tell you what to expect before you spend it.
I'm a paid ads specialist. I'm not a lawyer, accountant, financial advisor, or compliance officer. Nothing on this site or in our conversations constitutes legal, financial, or regulatory advice.
If your campaigns touch regulated industries – finance, healthcare, legal services, gambling – I'll flag the platform policy requirements I'm aware of, but you're responsible for ensuring your advertising meets any applicable laws and regulations in your jurisdiction.
There are no contracts – either of us can end the arrangement at any time. I reserve the right to resign from any account if continuing the work would require me to violate platform policies, make misleading claims, or act against my values.
I've never had to use this. I mention it because honesty goes in both directions.
Management fees are billed at $100/hr based on actual hours worked and logged. Month one is typically the highest-cost month because setup is the heavy lift – approximately 5 hours in week one to build campaigns, set up tracking, and get everything running properly. Weeks two through four are lighter, typically 0.5–1 hour each as campaigns stabilize. Most clients invest $700–$800 in management fees during month one.
From month two onwards, ongoing management for a typical small-to-medium account runs approximately 4 hours per month (~$400/month). Accounts with higher ad spend, multiple platforms, or more complex structures will require proportionally more time. The exact number scales with what your account actually needs – not a fixed retainer that charges the same whether I worked 2 hours or 20.
I will always communicate expected hours and costs before work begins. There are no surprise invoices. Every hour is logged and explained in plain English in your monthly report.
Ad spend is always paid directly by you to the advertising platform (Google, Microsoft, Meta, etc.). Fogg Industries never holds, passes through, or marks up client ad spend.