Louisville, KY
Your WEBSITE generateS leads. Do you know which ones make money?
I trace your leads to revenue, show you where they are the strongest, and help you create growth from evidence.
Bourbon City Digital is Michael “MJ” Windle, a Louisville-based growth advisor for multi-location operators that depend on inbound leads.
+166%
Web lead conversion since 2022
−30%
Online cost-per-acquisition, year over year
15+
Years running multi-location growth
The fit
who this is for
I work with multi-location operators that live on inbound leads like senior living communities, home services companies, legal offices, dental practices, hospitality groups. Businesses where every location reports “leads and traffic” and nobody can say with confidence which channels, campaigns, or locations actually produce revenue.
I’m not a fit if you’re looking for someone to run your ads day to day. I advise, audit, and oversee. The hands-on work stays with your team or your vendors, accountable to numbers we can all see.
The gap
the problem
Every platform says it’s working. Ad accounts report conversions, the website reports engagement, the call tracking reports calls…and none of it connects to what your database says actually became a customer, a booked job, or a signed agreement. So budget tends to get set by habits or vanity metrics.
The data to answer “which leads make us money” almost always exists. It’s just broken in a few places between the first click and the final sale. Finding those breaks is fixable and worth more than any new campaign.
proof
Senior living, at national scale
I run digital growth for a national senior living operator: 100+ communities, every one of them dependent on local lead flow. Since 2022, conversion on web leads is up 166%. In 2025, online cost-per-acquisition fell 30% year over year while lead volume grew nearly 10%. That’s what lead-to-revenue evidence does: the same dollars, aimed better.
Hospitality
In my first year leading digital for 21c Museum Hotels, online revenue grew 20% and revenue from organic search grew 49%. Different industry, same discipline: find where the money actually comes from, then fund it for optimal performance and efficiency.
how we’d work together
Step 01 · The front door
Lead Engine Audit
Starting at $2,500 · 3–4 weeks
A fixed-scope trace of your lead flow from first touch to revenue: analytics and tags, ad platforms, forms and call tracking, CRM, etc.. You get a lead-source map showing where the data breaks, a KPI scorecard, a simple dashboard, a ranked fix list, and a 60-minute readout. Fixes are scoped separately; the audit tells you what they’re worth first. For 10+ locations, scope and price adjust.
Step 02 · The plan
Strategy Sprint
4–5 weeks
A full diagnosis: your lead sources, funnel, systems, reporting, and team, a 90-minute working session, and a 90-day prioritized roadmap you get to keep. Book it within 30 days of your audit and the audit fee is credited.
Step 03 · The partnership
Strategic Advisory
Monthly · 3-month minimum
A standing monthly KPI review built on your scorecard, a mid-month check-in, access for decisions in between, and oversight of your agencies and contractors against the numbers. No hands-on media management, just accountability for the operators doing it.
I run one audit or sprint at a time and keep my advisory roster small so that I can give my partners my valuable time. If the calendar is full, I’ll let you know on our first call, and we’ll set expectations for as soon as I become available.
Distil your digital.
about
I’m MJ Windle. I’ve spent 15+ years in growth marketing in Louisville; agency side first, where I worked on brands like Louisville Slugger and 21c Museum Hotels and was named a Hot 10 Advertiser Under 30 in 2017, then in-house leading digital growth for a national senior living operator, where my team and I run lead generation across 100+ communities. Bourbon City Digital is where that experience goes to work for operators who can’t hire a full growth team but shouldn’t have to run on guesswork either.
optimize your leads
A strategy call is a working conversation about your locations and your lead flow, what I’d look at first and what it’s likely worth. No deck, no sales pitch. If an audit isn’t the right next step, I promise to leave you with more knowledge than you came with!