Who We Are
Since 2015, New Path Digital has been a partner to established businesses across North Carolina and beyond, bringing together digital advertising, search, and smarter measurement to help turn what’s next for them into what’s possible.
Because once we get to know you, your goals have a funny way of becoming ours, too.
We Believe Regional Businesses Deserve The National Standard
New Path Digital was started under one core belief: regional, mid-sized businesses should have access to the same powerful media technology and data as national brands. A decade later, access isn’t the only hard part. The challenge today is knowing what’s worth your investment, what’s really working, and how to keep showing where your customers are making decisions.
Regional businesses were going places. Marketing needed to keep up.
Regional, mid-sized businesses didn’t have the same access to media technology, data, and buying capabilities as national brands. New Path was built to help close that gap.
More possibility, but a lot more to figure out
With more advertisers competing in the digital world, having access to the same tools as the big players isn’t enough. Mid-sized businesses now need to know where to invest, how to get their channels working together, and how to connect marketing activity to actual business results.
Your customers are finding new paths too
Search no longer ends with Google. AI assistants are becoming another place where people research, compare, and decide who to trust. New Path is built to help established mid-sized and multi-location businesses adapt to that shift and stay visible wherever those decisions are being made.
“Our job is to keep closing this gap without making the client carry the complexity. ”
Your Performance Marketing Team
Chris Whitesell
Kelly Paul
Caitlyn Avery
Devvkanth Musunuru
Rakesh Siliveru
Haritha Pinisetty
How We Work
New Path was built around specialists who get to be really good at what they do. Your analytics expert isn’t also expected to run your search campaigns, write your content, and lead every client conversation. Everyone gets to go deeper, then bring the best of what they know back to you. Our performance marketing agency is built around specialists in marketing strategy, performance media, search, conversion rate optimization, and advanced measurement.
You bring the goals, we’ll bring the path to help you get there.
BUSINESS AUDIT CASE STUDY
The ad platform showed leads but the CRM showed none.
A regional roofing company was spending about $15,000 a month on Paid Search. In the ad platform, simply reaching the contact page was being counted as a lead. But when we checked the CRM, no corresponding lead had been registered.
We conducted a full data audit connecting the ad platform to their CRM, tracking conversions, and reconciling the numbers. The conversion pixel fired when someone reached the contact page, whether they contacted the company or not. The reporting showed leads that did not exist in the CRM. The audit revealed exactly where the leak was happening and how much qualified leads were being missed. We had a clear roadmap to fix it.
Top notch measurement ensures sharper strategic thinking and implementation. Growing brands that get this right save tens to hundreds of lost leads and contacts. The difference between guessing at what works and knowing is the difference between scaling and spinning your wheels.
We make sure your numbers are telling the truth.
Great data gives us a clearer picture of where your business is today and where it could go next. We connect advertising performance with calls, forms, CRM activity, qualified opportunities, and new business to understand the full story behind your marketing before we recommend a thing.
That deeper view helps us see what’s creating momentum, uncover opportunities worth pursuing, and understand where your next marketing dollar can make the biggest difference. And the more we learn about your business, the more personal and precise your strategy becomes.
In this audit, we dug into one regional roofing company’s CRM to understand why their leads weren’t turning into business. We thought it was a tracking issue, but turns out it was a data measurement problem. They were tracking leads, but counting contact page views in their advertising platforms as a potential customer filling out a lead inquiry.
Once we were able to point to the real numbers, the roofing company had a clearer picture of what their marketing data was actually telling them and where they should go from there.
Because the better we know your numbers, the better we know your business.
We make your marketing work together
No single advertising channel creates growth on its own. Some create demand, others capture it, and your website helps turn that attention into business. New Path Digital brings those channels under one goal, so CTV lifts paid search, paid media fills the gaps in SEO, landing pages turn clicks into qualified leads, and your CRM data helps us understand what to do next.
How it all comes together
Create Demand
Connected TV (CTV), paid social, programmatic advertising and
video build familiarity before
someone searches.
Capture Demand
Paid Search, SEO and AI visibility
meet people when they are actively
looking for an answer.
Convert Demand
Landing pages, website experience, and conversion rate optimization turn attention into business opportunities.
Lead qualityMeasure & Grow
Marketing analytics, call tracking and CRM data show
what became qualified business
and where budget should move
next.
Your market is your starting point: we find out how much demand exists, what it costs to compete there, how much reach it takes to matter, and what level of investment the market can actually support.
And we make sure your budget matches your market
Budgets should follow the market, not a rate card. We build recommendations from population and household counts in the target DMAs, category search demand and cost per click, competitive activity, and the reach and frequency thresholds required for video and CTV to do anything at all.
Sometimes that has produced a number higher than what our clients hoped to hear. Sometimes it produces one lower than they arrived prepared to spend. We say so either way.
Sometimes our answer is “don’t spend more.”
We believe more spend isn’t always the best way forward. When a healthcare company came to us to improve Paid Search, we took a closer look. The keywords were relevant and the traffic was qualified, but the offer wasn’t converting. So instead of recommending a bigger budget, we helped them see what needed to change next.
When your goals become ours, we care a whole lot more about getting you where you want to go than how much you spend along the way.
