Expert to Know: Emilio Garcia

What's the backstory behind starting or joining your agency?

I started Boundify while I was promoting another business called Educatia, a private tutoring company. At the time, I advertised mostly through traditional channels, such as newspapers and flyers at colleges. Then I discovered Google AdWords, which is now called Google Ads.

I was amazed by the ability to track impressions, clicks, and other results. Traditional advertising couldn't offer that. I became so excited about the technology and the possibilities of digital advertising that I started a new business focused on it. That is how Boundify got started.

What was your first entrepreneurial moment?

My first business was a game center. I built several PCs with great graphics, loaded them with video games, and rented them to people.

How do you define success today?

Today, I define success as building a profitable and sustainable business that helps our clients grow while creating opportunities for our team.

It also means having the freedom to choose the right clients, continually improve how we work, and build a company that doesn't depend on my involvement in every detail. Success should create both meaningful impact and a good quality of life.

What are the most energizing moments in your work?

I feel most energized when we solve a difficult problem and can clearly see the impact on a client’s business.

I especially enjoy turning data into a strategy, finding opportunities others may have missed, and seeing a campaign generate qualified demand and revenue.

I also enjoy coaching the team and watching them develop their skills and confidence.

Describe your typical daily routine.

I usually start by reviewing my priorities, client performance, and anything that requires immediate attention.

I split the rest of the day between client strategy, conversations with our teams in the US and Mexico, and improving our internal processes. I also make time to learn, test new tools, and think about the long-term direction of Boundify.

Any personal rituals or habits that contribute to your success?

Continuous learning is probably my most important habit. I spend time reading, testing new tools, and questioning my own assumptions.

I also try to step back regularly to review priorities and make sure I am working on the most important problems, rather than simply reacting to whatever feels urgent.

How does your agency differentiate itself from competitors?

We focus exclusively on B2B technology brands. We combine paid-media expertise with HubSpot to connect advertising with the sales process.

Instead of stopping at impressions, clicks, or leads, we measure qualified opportunities, revenue, and return on investment. We are data-informed, transparent, and focused on long-term growth.

What core principles and values guide your agency?

We believe in delivering work we are proud to put our name on, always looking for ways to improve, and being transparent even when the conversation is uncomfortable.

We take responsibility for solving problems, and we make decisions with the long term in mind. Above all, we want to do what is right for our clients, partners, and team.

What's your approach to hiring and building a team?

I look for people who are curious, resourceful, ethical, and committed to doing excellent work. Skills can be developed, but attitude and alignment with our values are essential.

We build the team by giving people clear expectations, useful systems, opportunities to learn, and increasing responsibility as they grow.

What types of clients or projects do you say no to?

Great question!

We say no to clients outside our areas of expertise and to projects with unrealistic expectations.

Paid media works best when you have a clear offer, enough budget to test, and a sales process that can follow up on demand. If a company expects immediate results without those foundations, we are probably not the right partner.

What marketing or industry trends do you think are overhyped?

Well, IA :)

Artificial intelligence is overhyped when it is presented as a replacement for strategy and experience. It is a powerful tool, and we use it, but it cannot fix an unclear offer, weak positioning, or a poor understanding of the customer.

Technology changes quickly, but the fundamentals of good marketing remain surprisingly consistent.

What do you predict for the industry in the next 5-10 years?

Advertising platforms will automate more of the technical work through artificial intelligence.

At the same time, buyers will increasingly use AI tools to research companies and evaluate their options.

Agencies will need to provide more than campaign execution. Their value will come from understanding the client’s business, developing the right strategy, connecting marketing with sales data, and proving business impact.

What advice would you give someone starting an agency today?

Find an industry or vertical you really understand and a problem your buyer will pay to solve.

There are a lot of us in this industry :)

I would also learn how to sell before trying to outsource sales. The best service in the world will not build a business if you cannot consistently attract the right clients.

What's your agency's pricing philosophy?

Our pricing should be transparent, predictable, and appropriate for the work required to achieve the client’s goals. We do not want to be the least expensive option, because underpricing usually leads to compromises in strategy or execution.

The right engagement should be sustainable for both the client and the agency, with clear expectations about scope, investment, and results.

How do you balance growth with sustainability?

We try to grow at a pace that allows us to maintain the quality of our work and the health of the business. That means choosing the right clients, protecting profitability, documenting our processes, and building the team before capacity becomes a problem.

Growth is important, but it should not come at the expense of our clients, our team, or our long-term stability.

What are the essential software tools your agency relies on?

HubSpot is central to how we connect marketing activity with leads, opportunities, and revenue. We also rely heavily on Google Ads, LinkedIn Campaign Manager, Google Analytics, and Google Tag Manager for campaign execution and measurement.

ClickUp helps us manage projects and processes, while AI tools help the team research, analyze information, and work more efficiently.

Remote, hybrid, or in-office — what works for your team and why?

Remote works best for our team because we have people in both the US and Mexico. It allows us to hire the right people regardless of location and gives everyone more flexibility.

However, remote work only succeeds when expectations, communication, and processes are clear. We also value meeting in person when it helps strengthen relationships and collaboration.

What's a belief you hold about the industry that most would disagree with?

I believe most agencies would be better off offering fewer services, not more.

What do clients often misunderstand about agency work?

The biggest misconception is that marketing success comes from tactics alone.

Technology, creative, media buying, CRM, sales alignment, and measurement all influence results. Sustainable growth usually comes from improving the system, not finding a single "silver bullet."

What keeps you passionate about this industry?

Marketing constantly evolves.

Every year brings new technologies, new platforms, and new ways to understand customer behavior. That continuous learning keeps the work interesting.

What motivates me most, though, is helping businesses grow. Seeing a client's investment translate into new opportunities, revenue, and long-term success is incredibly rewarding.