The paid-media operator who ran the truck side before the ad account
Dimitry Morgan owns paid media at Magister Digital. For home service, medical, and legal operators who want Google Ads, Performance Max, and Meta Ads measured against booked appointments, not clicks, by someone who came up on the truck side of home services first.
He ran service calls before he ran ad accounts
15 years of paid-media operations in home services and HVAC
Google Ads, Meta Ads, Performance Max, cross-channel attribution
Co-founder of Green Hat Local SEO in Colorado
Dimitry Morgan came up doing HVAC work. He knows what a dispatched call looks like from the truck side. He knows what a booked job is worth on a Saturday in July, and what idle techs cost on a Wednesday in February. That field experience is the lens he brings to every Magister Digital account.
Most paid-media specialists learn the platform first and the business second. Dimitry learned the business first. He spent years on the operating side of home services before he ever logged into an ad account, which means he reads a campaign the way an owner reads a slow week: not as a metric, but as money on the table and a calendar that should be fuller.
He has run paid-media operations inside home services and HVAC for 15 years. Google Ads, Meta Ads, Performance Max, and cross-channel attribution are his daily work, not a service line he supervises from a distance. He sits inside the accounts and operates them. When a campaign needs a bid moved, a budget reallocated, or a wasteful keyword cut, that is his hand on it, not a junior analyst's.
That truck-side history changes how he frames the work for an owner. A booked job on a Saturday in July is not the same as a booked job on a Wednesday in February, and Dimitry has been on both sides of that difference. He has seen what idle techs cost when the phone goes quiet, and what a full dispatch board does for a home-services business. So when he sets a budget or a target, it is anchored to what the calendar is actually worth to your company, week by week and season by season.
The combination of operator depth and 15 years inside the ad platforms is rare. It is the reason a Magister paid-media plan starts with what a booked appointment is worth to your business, then works backward to the bid, the budget, and the channel mix. The platforms are the means. A fuller calendar of profitable jobs is the end, and Dimitry never confuses the two.
“We do not chase cost-per-click as the metric. Cost-per-booked-appointment is the number. When your service techs are not getting dispatched, that is not a marketing metric. That is lost revenue and idle payroll.”
Dimitry Morgan · Co-Founder and Head of Paid Media, Magister Digital
What Dimitry owns at Magister, named honestly
Paid media is his domain. When a Magister account spends a dollar to put a buyer on your calendar, Dimitry is the operator accountable for that dollar.
Google Ads and Performance Max, run with discipline.
Google Ads and Performance Max, run with bid governance and negative-keyword discipline. Dimitry reconciles spend to booked appointments inside your CRM, not inside Google's interface.
First-party audiences and server-side events.
Meta campaigns built on first-party audiences and server-side events. The creative cadence and audience modeling are Dimitry's call, tied back to the same booked-appointment number the rest of the stack reports.
One source of truth across every paid channel.
Tying spend across paid search, Performance Max, and Meta to a single source of truth. The point is to know which channel filled the calendar, not to defend a vanity dashboard.
The number every decision routes back to.
Dimitry does not chase cost-per-click as the metric. Cost-per-booked-appointment is the number. Every bid, budget, and channel decision routes back to it.
“I know what a booked job is worth on a Saturday in July, and what idle techs cost on a Wednesday in February. I ran service calls before I ran ad accounts. That is the lens on every account.”
Dimitry Morgan · Co-Founder and Head of Paid Media · co-founder of Green Hat Local SEO
The companies behind the paid-media bench
Dimitry built his paid-media practice across his own ventures before bringing it to Magister Digital. Here is the chain, named honestly.
Green Hat Local SEO
Co-founded by Dimitry Morgan and Kyle Sabraw in Colorado. A local SEO operation that runs alongside the paid-media side Dimitry leads at Magister. Local search and paid acquisition working as one engine, not two disconnected line items.
Denver Digital Agency
Dimitry previously ran Denver Digital Agency out of Colorado. The paid-media operations he brings to Magister accounts were built and tested inside that agency's client base over 15 years of platform work.
HVAC field work
Before any of the agencies, there was the truck. Dimitry came up doing HVAC work, which is where the operator empathy comes from. He has lived the dispatched call, the booked job, and the idle tech.
Across the founder ventures, the Magister team collectively reports 50+ years combined SEO and paid media experience and more than $150M in managed paid media. Dimitry's 15 years inside the ad platforms is one of the loads that figure is built on.
Three founders. You will speak to one of them.
Bring your numbers. We will tell you what they say.
Forty-five minutes, no deck, and you keep the findings whether or not you hire us.