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
QTS Data Centers, a multibillion-dollar data center operator sourcing signage across its properties.
The problem
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.
What I did
- Moved broad match to phrase match, then sustained negative-keyword management off the search-terms report
- Removed Search Partners and filtered invalid traffic, July 2024
- Dayparted to 7am–7pm CST on weekdays, plus a 20% bid increase Tuesday through Thursday
- Pruned four underperforming keywords, including a brand collision spending budget against a same-named competitor in Seattle
- Found the measurement gap — 9 HubSpot sessions against 114 Google Ads clicks in August 2024 — and rebuilt the chain: Ads to GTM to GA4 to HubSpot form submissions
Result
CPC deliberately climbed back to $7.19 by April 2025 as the account narrowed to enterprise terms that could actually convert. Budget averaged under $800 a month. Campaign CTR held at 6–7% across the year, three keywords above 13.5%. In April 2025 the program landed QTS Data Centers at roughly $647 per qualified lead.
Comet Cleaners
Paid search, national franchise account · sourced by the Federal Heath program · 2025
The problem
Comet Cleaners runs 160-plus locations nationally — a category that had always bought through relationships and trade shows.
What happened
- No prior relationship, no referral, no outbound touch — no salesperson in the loop until the form was already filled
- Match-type and negative-keyword work on the Federal Heath account meant the only clicks it bought came from companies operating at national-vendor scale
Result
Comet moved from a cold inbound form-fill to an ongoing vendor relationship with Federal Heath — a national franchise account, off a budget under $800 a month. Details of the current contract sit outside what I can speak to, since I left the company shortly after.
Landing Page & Conversion Rebuild
Independent practice, 2025 to present · Lone Star Institute of Taekwondo, Arlington TX
The problem
A local service business needed paid search, local search, and lead capture — landing pages and ad creative built in-house, on a budget that couldn’t afford waste.
What I did
- Stripped the conversion path down to a single step
- Cut the intake form to the fields the school actually needed
- Moved the offer above the fold on mobile, where the traffic was
Result
Form-fill leads rose 2.5x against the same period a year earlier. 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
The problem
Kubota needed a national account and had no organic presence built around it.
What I did
- Built vertical-intent landing pages and long-tail national-signage content, so the query and the conversion were the same sentence
- Optimized the pages to rank for “national signage company” in content, structure, and metadata — off the same SEMrush and competitor research as the paid account, aimed at organic
- Ran campaign strategy and sales enablement for the annual dealer conference
Result
Marketing attributed the lead, sales closed a multi-year national account. Like Comet, it arrived inbound through search — no prior relationship, no salesperson in the loop until the deal was already moving. 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.
Hire Me
Available · full-time
I’m looking for a full-time paid search role — in-house or agency-side, in DFW or fully remote. A decade at a national sign manufacturer took me from art direction into digital advertising; since 2025 I’ve run an independent practice for local service businesses. I’m ready to bring campaign structure, conversion tracking, and creative back under one roof.
Contract projects considered case by case. The form is the fastest way to reach me — or use any of these: