I am a senior paid search operator with 8 years running lead generation, 7 of them agency trained on accounts up to $7M a year. Now I bring that experience directly to growing businesses. No junior teams, no layers, no game of telephone. I am the face of your account and the guts of it, and I dissect Google and Microsoft Ads down to the segment to find where your profit lives.
Agencies put their senior people on their biggest accounts. Everyone else gets a junior account manager, a junior buyer, and layers in between. Junior resources do not move the needle on a real account. With me, there are no layers. You get one senior operator who is both the strategist and the person doing the work.
Five things. Run deep, not wide. The first is the one most operators skip and the one your account needs most.
I dissect a Google Ads account down to its component parts. Match types, devices, age, income, geographies, dayparts, audiences, keywords, and ad groups. Then I run correlation and income analysis to show which segments drive profit and which drain it. Budget follows the data.
Google Ads and Microsoft Ads engineered around marginal cost per qualified lead. I treat Microsoft as a real performance channel, not an afterthought, which is where most competitors leave money on the table.
Restructuring accounts and conversion signals so campaigns optimize toward the leads that convert downstream, not cheap form fills.
Tying ad spend to downstream lead tiers and revenue events instead of stopping at conversion count, so optimization targets quality.
Reallocating budget on accounts from roughly $1M to $7M per year without performance collapse.
Here is the method on a real account. When it faced a roughly two thirds budget cut, most operators would trim everything evenly and watch performance slide. Instead I dissected the account along four dimensions and concentrated the smaller budget only on the segments the data proved most profitable.
FindingExact match produced the best cost per qualified lead.
ActionRaised exact match share of spend from 46% to 73%.
FindingDesktop beat mobile on cost per qualified lead by a wide margin.
ActionShifted to targeting desktop exclusively.
FindingAudiences 55 and over produced the strongest qualified lead rates.
ActionReallocated budget toward older audience segments.
FindingTop decile income produced the strongest qualified leads.
ActionRaised top decile share of spend from 22% to 33%.
With roughly two thirds less budget, cost per qualified lead dropped about 60%, and cost per top tier qualified lead dropped about 68%. A smaller budget, placed surgically, outperformed a budget three times its size.
When you do not have millions to spend, every dollar has to land on the highest converting segment. Dissection is how I make a smaller budget perform like a much larger one. I use AI to run these analyses faster, which is part of how I deliver senior level work at a speed and price an agency structure cannot match.
Real engagements. Clients anonymized. Numbers reported as measured.
I inherited a high spend search account producing qualified leads at an unsustainable cost, with top tier qualified leads running over $19,000 each. I rebuilt the account around qualified lead economics, restructuring campaigns, tightening targeting and match type strategy, reallocating budget toward the segments that produced high tier leads, and evolving bidding as the account matured.
The lender's Performance Max campaigns were optimized for raw lead volume, producing nearly 40,000 leads but very few real deals. I re engineered the strategy to optimize on a downstream quality signal instead of top of funnel volume, and measured the full funnel from lead to rate lock.
Documented results above are in insurance and mortgage. The same dissection and lead quality method applies across every vertical listed.
Four phases. Solo operator. No layers between the strategy and the account.
Account, attribution, and unit economics review before any changes. This is where the dissection starts.
A single page plan with revenue target, budget allocation, and clear kill criteria. No 40 slide deck.
Build, ship, instrument. First changes live fast, then daily management and weekly reporting on real numbers.
Kill what fails. Expand what compounds. Hold performance as budget grows.
I work best with growing businesses that spend real money on search and want a senior operator instead of a junior agency team.
One operator. Direct line. No account managers, no sales engineers, no decks.