Revenue is the only scoreboard.
Every campaign, every system, every optimization gets measured against one question. Did this move revenue in the right direction. Not impressions. Not engagement. Revenue.
About . Novrix
The firm was built operator-side, not agency-side.
Most agency founders have spent their careers on the agency side of the table. Novrix is led by someone who spent his on the operator side, with a real P&L and real consequences.
01 . Origin
The firm started inside an operating company.
Novrix was incubated inside Go Lime, an Ontario HVAC ecommerce company competing against Reliance and Enercare. The founder, Nabil Vohra, runs paid media there as Performance Marketing Director. He still does.
Over sixteen months in that role, he rebuilt the attribution stack from the ground up, restructured Google Ads and Meta around proper intent segmentation, integrated server-side tracking and CRM closed-loop, and managed monthly spend that grew past $200K. CAC went from $1,200 to $290. Monthly installs went from 30 to over 700. ROAS moved from 1× to 4×.
The systems that did that work are the same systems Novrix now deploys for clients. The firm exists because those systems are exportable, and most companies that need them don’t have an operator inside the building to build them.
02 . The principal
Nabil Vohra.
Founder and principal of Novrix. Performance Marketing Director at Go Lime.
I started at Go Lime as a sales agent and ranked in the top five before transitioning into marketing. That sales experience shaped everything that came after. I know what the customer conversation actually sounds like, which objections matter, and what the local Ontario HVAC competitive dynamic feels like at the ground level.
From there I built the paid media program, the attribution infrastructure, and the AI automation layer that now runs underneath the entire marketing operation. I report into the executive team weekly and the board quarterly. Every dollar I spend, I’m accountable for.
Novrix is the version of that capability available to operators who don’t have someone like me on payroll, or to PE firms and holding companies that need it across multiple portfolio businesses.
CredentialsGoogle Ads certifications across Search, Display, Video, Shopping, and Measurement. Meta Blueprint certified. ServiceTitan Certified Marketer in progress. Working knowledge of GA4, BigQuery, dbt, n8n, Shopify, Zoho, HubSpot, Elevar, and the rest of the modern performance stack.
03 . Principles
Four principles. They earn their place.
Infrastructure before campaigns.
We don’t run campaigns on broken data. Attribution gets fixed first, every time. The audit is the first deliverable. Always.
Operators, not account managers.
The person who sells your engagement is the person running it. No account layer, no junior team, no handoff. That structure is only possible with a small roster, which is why we have one.
Specificity over claims.
Every claim has a number behind it. We don’t forecast results we can’t justify. We don’t show case studies without real CAC, real ROAS, and real revenue data.
04 . Structure
Small, by design.
Novrix operates as a deliberately small firm. The principal works directly on every engagement. There is no account management layer, no junior team, no production farm.
The firm engages with five to seven operators at a time. That cap is structural, not aspirational. When we’re at capacity, we say so on the first call.
The work is supported by a network of specialist contractors when an engagement needs creative production, video, or design support that sits outside our core scope. Those contractors are managed directly, never sub-contracted blindly.
05 . Next
If the firm sounds like what you’re looking for.
Book a thirty-minute introductory call. We use the time to understand your scale, your stack, and what you actually need. If there’s a fit, we scope it. If there isn’t, we tell you.
Book a 30-minute call →Or nabil@novrix.ca.