I help ecommerce and lead-generation businesses make better Google Ads decisions—from product feeds and search terms to budgets, profitability and client strategy.
Business goals. Campaign decisions.
Clear communication.
$44,480 revenue · $4,329 ad spend
I connect account decisions to business outcomes across ecommerce and lead generation.
I aligned product selection, campaign budgets and bidding with the client’s priority: stronger ROAS, margins and profitability.
I report this as a peak month, with delayed attribution included.
I focused on the client’s goal: higher ROAS and stronger profitability, rather than aggressive revenue growth.
I inherited a brand-heavy account. I separated brand and non-brand performance so existing demand would not obscure acquisition decisions.
I prioritized higher-margin products and best sellers, then adjusted the brand/non-brand mix while checking efficiency and contribution margin.
I combined the client’s margin-organized catalog with Shopify sales and historical Google Ads performance to select high-margin products and best sellers.
I used Merchant Center custom labels to place priority products in dedicated PMax campaigns. I excluded overlapping SKUs from other campaigns for clearer budget control.
I set campaign-level tROAS goals using margins and performance history, allowing more aggressive bidding where margins justified it. I refined search terms and negatives to reduce irrelevant traffic.
I recorded $44,480 in non-brand revenue on $4,329 spend after delayed attribution. By July, I was directing about 87% of spend to non-brand campaigns.
I manage the product mix, traffic quality and budget together. I distinguish non-brand reporting from verified new-customer growth and assess the tradeoff between acquisition investment and blended efficiency.
I managed this work during my 2025–2026 Fat Earth tenure. I use pre-tenure account history only as context.
I bring the same judgment to repeatable setup, product selection and reporting.
I built complete, location-specific Search campaigns with a repeatable framework across 15+ dental offices.
I prioritized core welding hoods and umbrellas over lower-ticket accessories across Search, Shopping and PMax.
I saved recurring team reporting time with reusable AgencyAnalytics templates and clearer KPI explanations.
A closer look at how I audit an account and prioritize opportunities.
I analyzed campaign, product and keyword performance. I recommended a controlled Shopping scale test, sharper PMax product segments and less inefficient Search spend.
I start with unit economics, lead quality and measurement. I establish what a conversion is worth before optimizing for volume.
I separate brand from non-brand, inspect queries and products, and prioritize the decisions with the largest business impact.
I use clear hypotheses and controlled budget changes. I explain what I recommend, why it matters and what tradeoffs I expect.
I’ve managed paid search for 40+ agency clients across my career: 20+ ecommerce brands and 20+ local lead-generation businesses, including lawyers and dentists.
I’m based in the Bay Area and open to fully remote senior paid search opportunities.
I play basketball, train at the gym and enjoy chess, comedy, cooking and nature photography. I trade stocks, read history and make time for family and new places—from Greece, Paris and Austria to Alaska and Boston.
I enjoy getting to know people and exchanging ideas. At Fat Earth, I started a Slack stock channel where coworkers could discuss markets and trading strategies.
Paid Media Strategist · Remote
I owned six accounts concurrently. I managed strategy, optimization, budget allocation and reporting across $1M+ in annual Google Ads spend.
I made the recommendations clear. I led biweekly client presentations and quarterly business reviews, explaining performance, priorities and next steps.
I helped win and align the work. I audited prospective accounts, including six-figure monthly-spend prospects, and pitched Google Ads strategies to potential clients.
I built stakeholder alignment. I connected clients, account executives and managers around shared priorities, and received praise for clear communication.
I managed Google Ads, Meta Ads and LSAs for legal, real estate and service businesses.
I managed paid search and measurement across legal, real estate and ecommerce accounts.
I earned my B.B.A. in Marketing at CSU East Bay, graduating cum laude in 2020.
View my full resume ↗I’m looking for a team where I can own paid search strategy, make sound investment decisions and communicate clearly. Let’s connect.