PPC and Google Ads Management Tied to Revenue
Paid media works when tracking, account structure, bidding, and landing pages all point at the same goal: qualified leads or revenue. We build and run that system so every dollar you spend has a clear line to results.
​
Led by Dr. Linda Orr, PhD, fractional CMO, Top 1% Upwork freelancer, and paid media strategist with 25+ years managing high seven-figure budgets for healthcare, DTC, and B2B brands.
We manage Google Ads, Performance Max, YouTube, Meta, LinkedIn, TikTok, and Pinterest.
Recent results: an 80% lower cost per first-time call for a personal injury law firm and a 75% lower acquisition cost for a teletherapy provider.
Updated November 3, 2026
Our Impact By The Numbers
$88M in marketing budget modeled for Upwork, 100+ clients from $5M to $500M in revenue, 25+ years leading growth, and 86% client retention.
$88M
Marketing budget covered by Upwork's first marketing mix model, built by Dr. Orr.
100+
Clients served, from $5M to $500M in revenue.
25+
Years leading growth across tech, healthcare, and consumer brands.
86%
Client retention. Most clients stay or come back.
Brands We've Worked With
Is this the right fit for you?
You're probably ready for a PPC audit or paid media support if:
​
-
You're spending on Google or Meta but can't clearly explain what's actually driving results.
-
Your conversion tracking doesn't feel trustworthy, or you've never been sure it's set up correctly.
-
You're running Performance Max but not sure if it's adding value or just claiming credit.
-
Your CAC or cost per lead is trending the wrong way and you don't know why.
-
Your reports show plenty of activity, but not its effect on revenue.
-
You want a senior strategist accountable for results, not just account activity.
If that sounds familiar, this is exactly the kind of problem we solve.
What This Work Has Produced
Results from paid media engagements. Each one links to the full case study.
Why work with us instead of an agency
We're strategic, not just operational
Most PPC agencies focus on campaign execution and monthly reports. We act as your senior paid media strategist, making decisions about where to spend, what to test, what to stop, and how to align paid channels with the rest of your marketing. We build campaigns that scale, not just campaigns that run.
We lead with data and analytics
Beyond basic campaign management, we run complex attribution analysis, measure diminishing returns, and evaluate cross-platform effectiveness. That means decisions about budget allocation are based on evidence, not gut feel or platform-reported ROAS.
We work with your team, not around them
We can work alongside your in-house team or existing agencies, provide strategic oversight while they execute, or run campaigns directly. You always own your account, your data, and your assets.
You've probably seen this work
We've managed paid media for dozens of growth-stage brands, and a meaningful portion of our client base is in healthcare and regulated industries where tracking, compliance, and lead quality requirements are more demanding than standard ecommerce. At Upwork, I built the marketing mix model and the 1-, 3- and 5-year budget strategy for an $88M media portfolio.
Can't I Just Use AI to Manage My Google Ads?
Can I just use AI to manage my Google Ads? You can, if you want an answer. If you want the right answer, someone has to decide what Smart Bidding, Performance Max, ChatGPT and Claude should be optimizing toward. They only see the data inside the account. I use them every day to work faster. Here is what the research says about where they fall short.
Google's automation works for Google
Auto-applied recommendations, broader match types and budget increases are built to grow spend. Someone has to decide which ones actually serve your margins.
The data: In a 2025 study of 500+ accounts, 91% had Performance Max bidding on the same keywords as their own Search campaigns. (Optmyzr, 2025)
Smart bidding needs the right target
It optimizes toward whatever conversion you give it. If that's a form fill instead of a qualified lead or a sale, it gets very good at the wrong thing.
The data: In a 2026 review of 100 accounts, the median account had 9 primary conversion actions feeding Smart Bidding. (ppc.io, 2026)
Testing needs a hypothesis
AI can rotate ads and assets. Deciding what to test next, and reading whether a result is real or just noise, takes judgment.
The data: In a 2026 study of 3,000 consumers, AI-generated ads looked as polished as human ones but trailed them on sales impact. (Ipsos and Syracuse University, 2026)
Your calendar isn't in the account
A sale, a launch, a rebrand, a billboard or an influencer partnership next month changes what your ads should do now. None of that is in the data.
The data: Google tells advertisers to flag upcoming sales and promotions themselves, because Smart Bidding can't see them coming. (Google Ads Help)
Some channels are investments
Growing a new brand or product can mean funding a less efficient channel on purpose. Automation will try to cut it, and on Meta it can chase virality over actions.
The data: Across nearly 1,000 campaigns, the best results came from spending about 60% on brand building and 40% on activation. (Binet and Field, IPA)
Changes compound
Every bid, budget and structure change ripples through learning periods. The order and timing of changes matter, month after month.
The data: Google says to wait two weeks or two conversion cycles, whichever is longer, after a bid strategy change before judging results. (Google Ads Help)
Automation is a very good tool if someone knows what to ask of it. I use it to work faster, and the calls about what to optimize toward, what to test and what to leave alone are still mine.
How You Can Work With Orr Consulting
Ways to Work Together:
Most engagements are customized. If you are not sure which option fits, schedule an introductory call and we will talk through your goals, timing, and the right scope.
Google Ads or Single-Channel Audit
Format: one-time audit
Best for: teams running paid media that isn't performing, or that they can't explain
Price: starting at $3,500 for one channel; multi-channel audits start at $5,500
-
Google Ads and Meta account structure and settings review
-
Conversion tracking integrity check (are you measuring the right things?)
-
Targeting, creative, and landing page message match
-
Performance Max assessment: is it helping or just claiming credit?
-
Clear prioritized list of fixes to reduce waste and improve CAC
-
Optional: we can also carry out the restructuring for you
Ongoing Google Ads & Paid Media Management
Format: monthly management
Best for: businesses that want an experienced strategist running paid search and paid social, with reporting tied to leads and revenue
Price: starting at $2,750/month, a flat fee plus a modest one-time setup fee
-
Full account management across Google, Meta, and other platforms
-
Monthly performance reviews tied to qualified leads and acquisition cost
-
Conversion tracking setup and ongoing maintenance
-
Search term management, negative keywords, bid strategy
-
Landing page recommendations and creative direction
-
Clear "what changed / what we learned / what's next" updates
One flat monthly fee. Unlike most agencies, we never charge a percentage of your ad spend, so our fee doesn't go up just because your budget does. Accounts spending more than $25,000 a month in media are quoted individually, because larger accounts need more campaigns, testing and reporting.
Fractional CMO + Paid Media
Format: monthly retainer
Best for: growth-stage brands that need paid media aligned with the full marketing strategy
Price: starting at $8,000/month; most engagements run $12,000 to $20,000 a month
-
CMO-level oversight of paid channels within a broader growth strategy
-
Paid and organic alignment (SEO + PPC perform best when they work together)
-
Channel mix strategy, when to invest in Google vs Meta vs LinkedIn vs other
-
Budget allocation and CAC guardrails across all channels
How much would Google Ads management cost for your account?
Management is a flat monthly fee based on how big and how busy the account is, never a percentage of spend. An account spending $3,000 a month and one spending $100,000 a month are different jobs: more campaigns, more products, constant A/B testing and creative rotation. Move the sliders to see roughly where yours lands. For what drives the price, read what PPC management should cost.
Can't I Just Hire Someone Cheaper?
You can, and if you're just starting out with no real budget behind your marketing yet, you probably should. You have to start somewhere.
But most of my clients come to me after trying the cheaper route first. Nearly every smaller company I work with has been there, and so have large ones. A large personal injury law firm came to me after going through agency after agency that put a junior person on the account. McKesson had worked with a major New York agency that didn't listen to what the business needed, and brought me in to fix it. I've also been let go and hired back by the same client more than once, because each time they switched to a lower-cost freelancer to save money, followers and sales dropped.
That's the real cost of cheaper. You pay for the first project, then you pay for the fix, and in between you make months of budget decisions on numbers you can't trust. So the choice comes down to this: hire me to come back and fix it later, or hire me to do it right the first time.
Cheaper now
Pay for the first project
Pay again for the fix
Months of budget moved on bad numbers
A team that stops trusting the data
Right the first time
Pay once
Built on a hypothesis and checked against your business
Decisions you can defend to your board
A plan your team can act on
If you'd rather do it once, let's talk about what that looks like for your business.
What clients say about working with Dr. Orr
Most engagements are under NDA, but here's what clients say about the work:
★★★★★
​
“My team was extremely pleased with Linda's work and we would highly recommend her.”
​
R. Hachar
Healthcare · MMM Validation · Marketing Analytics
★★★★★
​
“Dr. Orr's exceptional leadership and advanced knowledge in sales and marketing were invaluable. She provided practical tools our team could use immediately to perform with confidence.”
​
B. MacDonald
B2B Sales Enablement · Sales Training · Messaging & Objection Handling
★★★★★
​
“Linda was a pleasure to work with and extremely thorough. The insights directly shaped our positioning and go-to-market strategy.”
​
Midmark Dental
Healthcare · Market Research · Positioning · Launch Strategy
★★★★★
​
“She is strategic, analytical, clear, and highly experienced. She understands how to connect brand, paid media, analytics, and execution to help teams make better marketing decisions... Our collaboration led to more structured decision-making and measurable improvements in campaign performance.”
​
D. Evdokimov, Agency Partner
Google Review
★★★★★
​
“Linda is extremely organized, smart, and a pleasure to work with. She thinks outside the box and genuinely cares for the success of her clients.”
​
R. Flores
Google Review
How Google Ads Management Works
Every account follows the same four steps. The first month is mostly steps 1 and 2, because scaling a broken account only spends money faster.
STEP 1
Fix the measurement first
I make sure conversion tracking counts qualified leads and sales, not just form fills, and that Google Ads, GA4 and your CRM tell the same story. Smart bidding is only as good as what it's told to chase.
STEP 2
Clean up and restructure
Brand separated from non-brand, tighter keywords and match types, negatives, location and budget controls, and Performance Max with guardrails so it doesn't take credit for sales you'd get anyway.
STEP 3
Test and scale
Steady A/B tests on ads, assets, offers and landing pages. Winners roll out, losers are retired, and budget moves toward what is actually producing customers.
STEP 4
Report on revenue and keep improving
Monthly updates on what changed, what we learned and what's next, tied to cost per qualified lead or sale. Your team stays in the loop, and the plan adjusts as your business does.
Improve the Performance of Your Paid Media Investment
Tell us about your accounts and goals. We will follow up to schedule an introductory call about where your paid media can improve.
PPC / Google Ads Campaign Management FAQs
Do you offer a one-time audit instead of ongoing management?
+
Yes. Many clients start with a Google Ads audit to identify wasted spend, tracking issues, structural problems, and the highest-ROI changes. You’ll receive a prioritized action plan, and you can either implement internally or continue with ongoing management.
How quickly should I expect results?
+
You should usually see early improvements quickly once tracking and obvious waste are addressed. Larger gains typically come after restructuring, conversion alignment, and creative/landing page upgrades. The timeline depends on your current setup, budget, and how much conversion volume the account produces. Google needs time to learn. Cutting things off too early usually costs more.
How do you report performance?
+
We keep reporting tied to outcomes: qualified leads, cost per qualified lead (or cost per sale), conversion rate, and trend lines over time. You’ll also get clear “what changed / what we learned / what’s next” updates so performance is explainable, not just a dashboard.
Do I own my Google Ads account and data?
+
Yes. You will always own your Google Ads account, GA4 property, landing pages, and creative assets. My work is transparent, and you’ll have full access to everything we implement.
What platforms do you manage?
+
Google Ads (Search, Performance Max, YouTube), Meta (Facebook, Instagram), LinkedIn, TikTok, and Pinterest.
Do you work with healthcare and regulated industries?
+
Yes. A meaningful portion of my client base is healthcare and regulated services. That experience matters because tracking, compliance, and lead quality requirements are different than ecommerce.
What’s your process in the first 30 days?
+
Most engagements follow a clear sequence:
-
Measurement + audit (conversion tracking, GA4/GTM alignment, call/form tracking, attribution sanity check)
-
Account clean-up & structure (brand vs non-brand separation, keyword/match strategy, negatives, location controls, budgets)
-
Performance improvements (ad and asset coverage, landing page message match, conversion rate upgrades)
-
Testing roadmap (experiments, creative angles, scaling plan tied to qualified leads, not just clicks)
What do you need from me to get started?
+
Access to Google Ads, GA4, and Tag Manager (and call tracking/CRM if applicable). If you have prior reporting, lead quality notes, or intake data, that helps us move faster, but we can begin with platform access.
How do you define a “conversion”?
+
We align conversions to real business value. For lead-gen, that usually means qualified leads (not just form submits). For ecommerce, it’s purchases and profit-aware metrics. We also track secondary actions for insight, but we avoid training Google’s bidding on low-intent noise.
Can you track qualified leads and closed revenue (not just leads)?
+
Often, yes. If you have a CRM (or even a disciplined intake spreadsheet), we can improve visibility into lead quality and closed revenue. Where possible, we’ll connect offline conversions so Google’s bidding optimizes toward outcomes that actually matter.
How do you prevent Performance Max from cannibalizing Search and brand traffic?
+
We use Performance Max intentionally, with clear goals, clean conversion signals, and guardrails. That typically includes separating brand protection, monitoring query and placement insights, using asset strategy (not generic uploads), and evaluating incrementality so PMax isn’t “winning” attribution without adding new value.
Should we run Performance Max at all?
+
Sometimes yes, sometimes no, depending on your offer, tracking quality, creative assets, and how much demand exists in Search. The key is that it should be a deliberate decision backed by data, not fear of the black box and not blind automation.
What’s the minimum ad spend you recommend?
+
It depends on your market competitiveness and your goals. Most lead-gen businesses see meaningful signal when there’s enough budget to generate consistent conversions weekly. If spend is too low, we can still fix fundamentals and build a plan, but scaling results will be limited until budget and conversion volume support it. I don't make promises (ever), but you do need to be willing to spend enough to get at least 70% impression share in most industries (this can be specified to your personas, your locale, etc.)
Do you require long-term contracts?
+
Typically no. Many engagements start with an audit or an initial 30 to 60 day optimization phase, then move to month-to-month management if it’s a fit. (If you prefer a defined project scope, that works too.)
Will you help with landing pages, or only the ads?
+
Ads and landing pages are connected. If the landing page is the bottleneck, we’ll recommend improvements (and can collaborate with your developer). Even small changes (clarity, proof near the CTA, form friction) can significantly reduce CPL.
What types of businesses are a best fit?
+
Best fit is organizations that care about lead quality and profitability, not vanity metrics. Common fits include healthcare/services, local/regional businesses, high-ticket offerings, and ecommerce brands that want structured scaling with strong measurement.
What if we’ve been burned by an agency before?
+
That’s exactly why I lead with an audit. Most underperformance comes from fixable fundamentals: tracking integrity, search term waste, campaign structure, and misused automation. You’ll get a clear read on what is wrong and a prioritized plan before you commit to ongoing work.
How do I know if my Google Ads account is “healthy”?
+
If you can’t confidently answer these, it’s worth an audit:
-
Are conversions accurate and meaningful?
-
Is brand separated from non-brand?
-
Are search terms reviewed and negatives maintained?
-
Is Performance Max intentional and incremental?
-
Can you tie spend to qualified leads or revenue?