Performance Computer Group.
Built the Shopify site, integrated Zoho CRM, and ran the digital marketing for Tampa's premier retail computer shop — while also managing the bench team and building water-cooled PCs.
The problem.
A 30-year-old computer shop with deep technical chops, but a thin digital footprint and disconnected systems — the kind of business that grew up on walk-ins and word of mouth.
Customer information lived in a mix of sticky notes, an aging Zoho instance, and the heads of the technicians. The website didn't really sell anything; it was a phone-number-and-hours page. Most paid traffic was being spent on the wrong keywords because nobody was watching the dashboards.
Approach.
Three things at once: a Shopify storefront that actually sold things, a clean Zoho integration so customer data didn't get re-typed, and a paid acquisition setup that respected the margins of a retail computer shop (which is to say, thin).
- Shopify build with a build-configurator feel for custom PCs, plus standard parts and accessories.
- Zoho CRM integration — orders, quotes, and service tickets all flow into the same customer record.
- Google & Meta Ads with conversion tracking actually wired to Shopify checkouts, not just landing page hits.
- GA4 dashboards the owners could actually read, focused on the metrics that matter for a local retail business.
What I built.
- Shopify storefront — brand-forward hero, build-specialist contact funnel, product catalog with parts & accessories.
- Zoho CRM wired to Shopify so every order, every quote, every repair ticket links to one customer record.
- Ad accounts rebuilt with proper conversion tracking, audience segmentation, and dayparting tuned to local retail hours.
- Bench & management: in parallel with the digital work, I led the bench team day-to-day — supervising technicians, doing tough troubleshooting, going onsite for printers, servers, and NAS units, and building custom water-cooled rigs end to end.
Results.
By the time I left, customers walked into a shop where their full history was already in front of the tech — not because anybody remembered them, but because the systems did. The paid acquisition spend went from "we ran some Google Ads" to a tuned, conversion-tracked program with a real cost per acquisition I could quote on demand.
What I learned.
Running the bench and the digital ops at the same shop turned out to be the best feedback loop I've had on any project. Every problem the website caused, I heard about by Tuesday afternoon when somebody called the store. Every gap in the CRM, I felt the moment I tried to look up a customer's last repair. The proximity between "shipped the code" and "lived the consequence" was about thirty feet.