Paid search that’s managed like your money is on the line.
Because it is.
Google Ads can be the fastest path to qualified leads — or the fastest way to burn budget. I build and manage paid search campaigns with a focus on lead quality, cost efficiency, and decisions backed by data, not hunches.
The bar for paid search management is shockingly low.
Most Google Ads management — whether it’s from a freelancer or a big agency — follows the same playbook: toss up some campaigns, set a budget, enable Smart Bidding, and check in once a month. Maybe you get a dashboard with a lot of numbers and not a lot of explanation. Maybe you don’t even get that.
Paid search requires constant, informed attention. Search terms drift, competitors shift strategies, landing pages underperform, and Google quietly rolls out changes that can blow up your cost-per-lead overnight. An account that’s “running fine” is almost always leaving money on the table — or worse, actively wasting it.
I take a process-driven approach to paid search: structured account architecture, tightly themed ad groups, disciplined keyword management, and ongoing optimization rooted in actual performance data. Every dollar should be traceable to a result — or to a lesson that makes the next dollar work harder.
How I build and manage paid search campaigns
Account Structure & Strategy
Built right from the start — not patched together over time
A well-structured account is the foundation of everything else. Before a single ad goes live, I make sure the campaign architecture is set up for clarity, control, and scalability. That means aligning your account structure with your actual business goals, mapping out keyword themes, defining audiences, and establishing conversion tracking — so there’s no ambiguity about what success looks like from day one.
What this covers:
- Account structure designed around your services, locations, and goals
- Keyword research and match type strategy
- Audience targeting and geographic focus
- Budget allocation across campaigns and ad groups
- Goal setting and conversion definition
Ad Copy & Landing Pages
What people see when they find you matters as much as showing up
There’s often a disconnect between the search query, the ad someone clicks, and the page they land on. That disconnect kills conversion rates and inflates your cost per lead. I write specific ad copy for each keyword group and make sure your landing pages are set up to convert — not just exist.
What this covers:
- Ad copy tailored to each ad group and keyword theme
- Responsive search ad strategy and asset optimization
- Landing page audit and conversion recommendations
- Ad extensions (sitelinks, callouts, structured snippets, etc.)
- A/B testing frameworks for ad creative
Ongoing Optimization & Management
This isn’t a “set it and forget it” engagement
Active management is where the real value lives. I’m in your account regularly — reviewing search terms, adjusting bids, testing new approaches, and cutting what isn’t working. The goal is always the same: drive CPA down while keeping lead quality up.
What this covers:
- Search term reports and negative keyword management
- Bid strategy evaluation and adjustment
- Quality Score monitoring and improvement
- A/B testing for ads, landing pages, and audiences
- Budget pacing and reallocation
- Conversion rate analysis and optimization
Reporting & Transparency
You’ll always know where your money is going
Every dollar you spend on paid search should be trackable, and every report you get should be understandable. I provide clear, regular reporting in plain terms — not a data dump full of vanity metrics. You’ll know what’s working, what’s not, and what we’re doing about it.
What this covers:
- Custom reporting focused on metrics that matter (CPL, CVR, ROAS)
- Budget and spend breakdowns with full transparency
- Regular performance reviews and strategy discussions
- Conversion tracking setup and ongoing validation
- Data-driven recommendations for scaling and improvement
Where AI fits into paid search (and where it doesn’t)
Google is pushing automation hard — Smart Bidding, Performance Max, broad match everywhere. Some of it is genuinely useful. Some of it is designed to get you to spend more while giving you less control and less visibility into what’s actually happening.
I use AI and automation where they genuinely improve efficiency — things like bid management at scale, audience signal analysis, and automated reporting. But I’m not handing your account over to a black box and hoping for the best.
There’s always a human in the loop for the decisions that matter: strategy, budget allocation, keyword selection, and the judgment calls that algorithms can’t make. The goal is to use AI as a tool — not a replacement for critical thinking.
Paid search might be right for you if...
- You're spending money on Google Ads but aren't sure if you're getting a good return
- You've been burned by an agency that set up campaigns and then disappeared
- You want to generate leads now, not wait six months for organic to kick in
- You're running campaigns yourself and know there's a better way but don't have the time to figure it out
- You need someone who can manage paid search as part of a broader marketing strategy — not in a silo
Paid search and SEO aren’t competing strategies — they’re complementary ones
When paid search and SEO are managed together, you get a unified strategy where keyword data flows between channels, landing page optimization benefits both paid and organic traffic, and your reporting gives you the full picture — not just half of it.
I offer both services, which means I can coordinate your paid and organic efforts so they reinforce each other instead of competing for the same clicks. If you’re investing in search marketing, it makes sense to approach it holistically.
Stop wondering if your ad spend is working.
Let's look at what you're doing now, where the opportunities are, and what it would take to turn paid search into a reliable lead generation channel for your business.