If you attended the Kitces Marketing Summit — or you found this post because you’ve been following Michael Kitces’ work on advisor marketing — you may already know the name Tim Goodwin.
Tim is the founder of Goodwin Investment Advisory, a fee-only RIA based in Woodstock, Georgia, that manages $275M in assets for 370 client households, specializing in financial planning for healthcare professionals. He’s a CFP® and the author of Exponential Wealth. He was featured as a presenter at the Kitces Marketing Summit, where advisors share their real marketing strategies — no vendors, no sponsors, just screenshare sessions with what’s actually working.
During a conversation with Michael Kitces about his digital marketing approach, Tim described his system for getting found on Google, running search ads, and retargeting website visitors across social media. Then Kitces asked who was running the campaigns. Tim’s answer:
"It's an external vendor, Evanced.net. God, they've been incredible. And they work with a lot of advisors."
That quote is from the Kitces podcast — the same content that feeds the Marketing Summit ecosystem and is consumed by tens of thousands of financial advisors. Tim wasn’t pitching us. He was answering a direct question from Michael Kitces about what was driving his results. And EVANCED was his answer.
What Tim Actually Shared About His Marketing System
The conversation went deep. Kitces pressed Tim on the specifics of how his digital strategy worked, and Tim walked through it clearly. Here’s what he described:
Tim’s Digital Marketing Stack (In His Own Words)
- SEO: Building a “healthy and SEO-reputable website” that drives what Tim called a “multi-dimensional prospecting in-flow” — organic search traffic from healthcare professionals looking for a financial planner.
- Google & Bing Search Ads: Tim runs paid search ads at approximately $75/day (~$2,300/month in ad spend), targeting prospects actively searching for advisors in his market.
- Retargeting across Facebook & Instagram: When someone visits the Goodwin website in the afternoon, they see a retargeting ad on Facebook that evening and on Instagram the next morning. As Tim put it: “Hey, you were thinking about us, keep thinking about us again.”
- Google Reviews strategy: Tim signed 13 new clients totaling $12M in AUM in a single year from local prospects finding his Google Reviews — a strategy he presented at the Kitces Marketing Summit directly.
- EVANCED as the engine: EVANCED manages the campaigns, handles the ad spend above the monthly retainer on a percentage basis, and keeps the whole system running. See how we work with clients like Tim →
13
New clients in one year from Google Reviews alone
$12M
New AUM from local search and Google Reviews
$275M
AUM managed by Goodwin Investment Advisory
Note: The results above are Tim Goodwin’s reported outcomes, shared publicly on the Kitces podcast and Marketing Summit. Individual results will vary based on market, niche, ad spend, and other factors.
Why the 6-to-7 Touchpoint Rule Matters for Your Firm
One of the most important things Tim explained to Kitces was the reasoning behind his retargeting approach. The research shows that prospects typically need to encounter a brand 6 to 7 times before they’re ready to reach out. A single Google search — even one that lands them on your website — usually isn’t enough.
Tim’s system closes that gap. A prospect searches, finds Goodwin, visits the site, then sees the firm again on Facebook and Instagram over the following days. It’s not aggressive; it’s persistent presence. By the time that prospect fills out a contact form, they already feel like they know the firm.
This is exactly the kind of coordinated, multi-channel strategy that the Kitces audience takes seriously — because it’s built on how people actually make decisions, not on wishful thinking about word-of-mouth referrals alone.
What This Means for Your Practice
If you’re reading this because you follow the Kitces Marketing Summit, you already understand that marketing is a system, not a campaign. You’ve seen what it looks like when an advisor builds it right.
The question is whether you have that system in place for your own firm. Most RIAs we talk to fall into one of three camps:
Which One Sounds Like You?
- “We rely mostly on referrals.” Referrals are great — until they slow down. A strong digital presence means you’re not 100% dependent on your existing network to grow.
- “We tried Google Ads and it didn’t work.” Most campaigns fail because they’re not built for the advisory space — wrong keywords, wrong landing pages, no follow-up. There’s a right way to run digital ads for RIAs.
- “We know we need this, but we don’t have the time or expertise to build it.” That’s exactly why Tim partnered with EVANCED. You run the firm; we run the marketing engine. Learn about our Fractional CMO services →
About the Kitces Marketing Summit
For anyone new to the Kitces world: the Kitces Marketing Summit is a virtual event co-hosted by Michael Kitces and Taylor Schulte, CFP® (founder of Define Financial and host of the Advisor Marketing Made Simple podcast). It’s part of the broader Kitces Summit series, which is widely considered the gold standard for advisor education in the financial planning profession.
The format is intentionally no-frills: no vendor presentations, no sponsored sessions. Just financial advisors screensharing their actual marketing strategies and walking through what’s working in their practices. Getting featured as a presenter is a genuine peer endorsement — you’re there because the community voted your results worth learning from.
Tim Goodwin has been a featured presenter at multiple Kitces Marketing Summit events, sharing his approach to SEO, Google Reviews, and digital advertising. And EVANCED has been the infrastructure behind it.
What a Strategy Session with EVANCED Looks Like
We don’t do sales calls. When you sit down with us, we look at your current digital presence and give you a straight assessment: where the gaps are, what’s worth investing in, and what a realistic roadmap looks like for your firm over the next 12 months.
What We’ll Cover in Your Session
- Your SEO baseline: Are you ranking for searches your ideal clients are actually running? We’ll show you exactly where you stand. Learn about our SEO services →
- Your paid search opportunity: Is Google Ads worth it for your market and niche? We’ll tell you honestly — including what a realistic ad budget and return looks like. Learn about our Digital Ads services →
- Your retargeting gap: Are warm prospects visiting your site and disappearing, never to return? We’ll walk through what it takes to fix that.
- Your Google Reviews strategy: Tim signed 13 clients and $12M in AUM from this alone. We’ll show you how to build a compliant, systematic approach to reviews for your firm. Learn about our Local SEO services →
- Your marketing platform: Is your CRM and automation actually working, or is it a pile of disconnected tools? We’ll give you a clear picture. Learn about the EVANCED Marketing Platform →
No pressure, no fluff. If we’re not the right fit for your firm, we’ll tell you — and you’ll still leave with more clarity about your marketing than you came in with.
A note on Tim’s results: Tim Goodwin’s outcomes — 13 new clients, $12M in AUM, $275M in total AUM — are his own, shared publicly on the Kitces platform. EVANCED managed his digital advertising and SEO as part of a broader marketing effort that also included internal marketing staff. Results like Tim’s reflect a multi-year investment in a comprehensive strategy and are not guaranteed for every firm.
Ready to Build What Tim Built?
Schedule a free Strategy Session with EVANCED. We’ll map out exactly what your digital marketing should look like — SEO, ads, retargeting, and the platform to tie it all together.
30 minutes. No obligation. Real strategy, not a sales pitch.
