About Me
Paid search specialist with a background in design, web development, and analytics. A decade at a national sign manufacturer moved me from art direction into digital advertising; in 2024 I built and launched the company’s first Google Ads program and ran it for a year. I handle campaign structure, keyword and search-term analysis, conversion tracking, landing pages, and ad creative end to end.
Since 2025 I’ve run an independent practice for local service businesses, and I’m open to full-time or contract roles, in DFW or remote. This site collects my case studies alongside my writing on paid search: how the auction works, where the money goes, and how the channel got here.
Skills & Certifications
What I do
- Campaign management
- Search campaign structure · Match-type strategy · Negative-keyword management · Dayparting & bid adjustments · Ad copy testing
- Measurement & tracking
- Conversion tracking through GTM and GA4 · Call tracking · Campaign source reporting · CPA / CPL / ROAS analysis
- Research & creative
- SEMrush keyword & competitor research · Landing page & ad creative
Platforms
Google Ads · Google Ads Editor · GA4 · GTM · SEMrush · HubSpot · WordPress · Google Business Profile
Certifications
Selected Case Studies
A National Sign Company’s First Paid Search Program
Google Ads, B2B lead generation · Federal Heath · May 2024 to May 2025
Federal Heath had never run paid search. The first months looked like a win: cost per click fell from $6.85 to $1.68 by September 2024, the cheapest the account would ever be, and the least useful, because broad match was buying volume from searches that were never going to end in a national signage contract. Over the rest of the year I pushed CPC deliberately back up to $7.19 by April 2025, as the account narrowed to the enterprise terms it could actually convert. The budget averaged under $800 a month, which forced the discipline; the levers, across the year:
- Broad to phrase match, then sustained negative-keyword management off the search-terms report
- Search Partners removed and invalid traffic filtered out, July 2024
- Dayparting to 7am–7pm CST on weekdays, plus a 20% bid increase Tuesday through Thursday
- Four underperforming keywords pruned, including a brand collision spending budget against a same-named competitor in Seattle
The measurement had a hole in it: in August 2024, HubSpot recorded 9 paid sessions against 114 Google Ads clicks. I flagged the gap and rebuilt the chain by October, Ads to GTM to GA4 to HubSpot form submissions, so leads could finally be traced to the campaigns that produced them.
Campaign CTR held at 6–7% across the year, with three keywords above 13.5%. In April 2025 the program produced a qualified inbound lead from QTS Data Centers, a multibillion-dollar data center operator sourcing signage across its properties, at roughly $647.
Comet Cleaners
Paid search, national franchise account · sourced by the Federal Heath program · 2025
Comet Cleaners runs 160-plus locations nationally. They reached Federal Heath through the search campaign: no prior relationship, no referral, no outbound touch, no salesperson in the loop until the form was already filled. A category that had always bought through relationships and trade shows produced a national franchise account inbound, off a budget under $800 a month, because the match-type and negative-keyword work meant the only clicks the account bought came from companies operating at national-vendor scale. The account team estimated it as a six-figure recurring annual revenue stream across signage and maintenance.
Landing Page & Conversion Rebuild
Independent practice, 2025 to present · Lone Star Institute of Taekwondo, Arlington TX
Since 2025 I’ve run an independent practice for local service businesses: paid search, local search, and lead capture, with the landing pages and ad creative built in-house. For Lone Star, that meant one stripped-down conversion path, an intake form cut to the fields the school actually needed, and the offer moved above the fold on mobile where the traffic was. Form-fill leads rose 2.5× against the same period a year earlier, and the on-page work took the school to the top organic ranking for “Taekwondo Arlington TX.”
Kubota Tractor Corporation
Organic search · national equipment manufacturer · Federal Heath
Vertical-intent landing pages and long-tail national-signage content brought Kubota in through organic search; the query and the conversion were the same sentence. The pages were built to rank for “national signage company” in content, structure, and metadata, worked off the same SEMrush and competitor research the paid account used, only aimed at organic. Marketing attributed the lead; sales closed a multi-year national account. Like Comet, it arrived inbound through search, with no prior relationship and no salesperson in the loop until the deal was already moving. I then ran campaign strategy and sales enablement for the annual dealer conference, where Connect 2024 produced 65 qualified leads and show revenue rose from $500K in 2022 to $1.5M in 2024.
Writing
I write about paid search: how the auction actually works, where the money goes, and how the industry got here.
The History of PPC · the first four of ten
- Part 01 · 1870s–1993Before the Click
Split testing, cost-per-lead, and pay-for-position: all solved before 1932.
- Part 02 · 1994–1997The CPM Era
The web’s first instinct: sell space by the thousand and let the advertiser eat the outcome.
- Part 03 · 1998–2003The Auction
GoTo made advertisers bid for placement and pay only on a click.
- Part 04 · 2000–2003Relevance Beats Money
Google multiplied every bid by the odds of a click, and stapled its revenue to ad quality.