2020 was a year to remember, for all the wrong reasons. COVID-19 hit the world in a way that few have experienced in their lives. It pushed us to think long and hard about the way we are doing things, now and into the future. Apparatus is the result of this thinking, from the leadership team at Wallop.

We know the future of marketing is digital. Organizations that invest heavily in paid advertising and AI will win. Lucky for us (and our clients), Apparatus is led by one of the leading paid advertising experts in North America. Under his leadership and expertise, we’ve built a new business that will be charting the course for organizations that believe in our approach. For the many that do, we’ve ramped up lead and conversion volume while drastically cutting down on ad spend and monthly management fees.

Kevin Harwood

We are specialists who provide services in a narrow space, to solve complex digital marketing problems to deliver high returns. These are usually marketing goals, measured through KPIs like revenue, conversions, and lead volume.


Our Approach

We’re straightforward and impartial. If you are well served by your current digital marketing service provider, or if you would be a better match with someone else – we’ll explain to you clearly, with our diagnostic model. We only want to work with businesses that are a good fit, who can really benefit from our approach.

That’s our approach in a nutshell. We don’t look at the clock or juice up the spend in order to improve performance. We deliver consistently strong results through tightly focused expertise, and lean on machine learning to learn, improve, and quickly adapt. In other words, high expertise in a narrow specialization, no bloat from administration, extremely high ROI.

Machine Learning & AI

Our strategists have a nuanced approach to machine learning and AI. We don’t do programmatic advertising because it’s problematic. It’s a low conversion, high volume, carpet bombing strategy. It’s rife with fraud, viewed by the wrong audiences, risky for the brand, and operated by low skill marketers.

We also avoid guesswork like persona building, or other ineffective approaches by harnessing machine learning to optimize advertising. While ad-tech provides a ton of advantages, it needs to be guided and managed by a skilled human operator to be effective.


We work outside of these industries for prospects that are seeking the services we provide, but these are the industries that we have a lot of experience working in where we can deliver results quickly: Education, Travel & Hospitality, Real Estate, Technology & Startups, Retail, Professional Services, Financial, Medical and Non-Profit.