Paid Media That's Tied to Real Outcomes — Not Dashboard Metrics

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.

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 takes time and impatience is typically the enemy of success. 

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.

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.

Google Ads (Search, Performance Max, YouTube), Meta (Facebook, Instagram), LinkedIn, TikTok, and Pinterest.

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.

Most engagements follow a clear sequence:

1. Measurement + audit (conversion tracking, GA4/GTM alignment, call/form tracking, attribution sanity check)

2. Account clean-up & structure (brand vs non-brand separation, keyword/match strategy, negatives, location controls, budgets)

3. Performance improvements (ad and asset coverage, landing page message match, conversion rate upgrades)

4. Testing roadmap (experiments, creative angles, scaling plan tied to qualified leads—not just clicks)

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.

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.

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.

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.

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.

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.)

Typically no. Many engagements start with an audit or an initial 30–60 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.)

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.

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.

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 diagnosis and a prioritized plan before you commit to ongoing work.

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?