Las Vegas Online Marketing Since 2007

Will Paccione, Owner Dot Xero

Before online marketing, I spent years working in gyms. If you have ever worked in that industry you know it runs on sales, referrals, local reputation, and keeping members coming back. Marketing is not optional. It is the whole job. That background shaped how I think about online marketing. I am not an academic who learned this from a textbook. I learned it by watching what actually moves businesses forward and what does not.

I was on the internet in the early 90s before most people knew what it was, and building websites in the early 2000s before it was a profession. When online marketing started becoming something businesses genuinely needed, I was already years into understanding how it worked. I started Dot Xero in 2007 and have been doing this full time ever since.

In that time I have worked with attorneys, jewelers, restaurants, contractors, medical offices, churches, adult businesses, and a lot of everything in between. Every industry has different search behavior, different competition, and different conversion patterns. A strategy that works for a law firm does not work for a restaurant. I have seen enough of both to know the difference.

Dot Xero is based in Las Vegas. Most of my clients are Las Vegas businesses, though I have worked with clients across the country. I know this market, the local competition, and how Las Vegas business cycles work in ways that someone running campaigns from another state simply does not.

How I Work

I tell clients what I think will work for their specific business and what will not. Not everything works for everyone. A business with a small local service area and a limited budget needs a very different plan than a business trying to compete nationally. I figure out which is which before recommending anything.

I do not sell packages. I do not lock clients into contracts. I do not use third-party software that marks up your ad spend. Your budget goes where it is supposed to go and you see the actual results, good or bad.

I have been under-promising and over-delivering since 2007. That is not a tagline. It is the only way I know how to operate.