Steve B.

I’ve had particularly long experience with legal and other high-value professional-service accounts.

HOW I APPROACH DIFFICULT ACCOUNTS

My professional background and formal education is in electrical and computer science, and I approach PPC accounts similarly: understand the system, isolate the important variables, identify failure points, and make changes based on evidence. I worked in the trenches of silicon valley b2b business development, putting together complex technology business deals and alliances.

I generally start at the top:

Where is the money going? What is it producing? Can we trust the measurement? Where and when did performance change? What changed at approximately the same time?

Then I drill down to determine why.

I distinguish meaningful signals from normal statistical noise and avoid making changes simply to appear active.

TRACKING, DATA & AUTOMATION

Before optimizing toward conversions, I want reasonable confidence we’re measuring the right conversions.

I work with Google/Microsoft conversion tracking, GA4, GTM, call tracking, offline conversion imports and downstream lead-quality data.

I use automated bidding where it earns its keep. It can be extremely effective with sufficient, accurate data and realistic objectives—and perform poorly when those conditions aren’t present.

The objective isn’t to maximize automation. It’s to maximize business results.

I also use Optmyzr and proprietary monitoring software I’ve developed using the Google Ads API. These are tools—not substitutes for judgment.

WHAT YOU CAN EXPECT

• I personally manage the work
• Direct, candid communication
• Recommendations supported by evidence
• Attention to business economics, not just platform metrics
• No automatic adoption of every new Google recommendation
• No unnecessary restructuring just to demonstrate activity

I particularly value clients who know their businesses well. Some of the most useful PPC insights come from conversations about customers, products, margins, competitors and the sales process—not from another hour staring at Google Ads.

LET’S DETERMINE FIT

Send me your website URL, approximate monthly PPC spend, primary campaign types, and a sentence or two about what you believe isn’t working.

We’ll schedule a brief Zoom to discuss the business, the account and what you’re trying to accomplish—and mutually determine whether there’s a good fit.

I’m generally not the right choice for early-stage startups, very small advertising budgets, or businesses primarily seeking low-cost PPC management.

I’m at my best when there’s a real business problem to solve and an experienced client who wants an experienced PPC specialist working directly on the account.