Google Ads · Microsoft Ads · Google Certified Partner
Paid Search (PPC) Management
Search ads, Google Shopping and Local Services Ads built to turn high-intent searches into leads and sales — with strategy, setup and daily optimization handled by a senior specialist, not a junior account rep.
Paid Search, Done Right
Show Up When Buyers Are Searching. Stop Paying for Clicks That Don’t Convert.
Paid search is the fastest way to get in front of people who are already looking for what you sell. It’s also the fastest way to burn budget when campaigns run on broad keywords, broken tracking and set-it-and-forget-it bidding.
Over 14+ years I’ve managed more than $30 million in paid media for local businesses, agencies and Fortune 500 brands. Every account I manage is built around one question: what does a profitable customer cost you? From there, I structure campaigns, bids and budgets to hit that number, and I report on it in plain English.
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What I Manage
Three Ways to Win the Search Results Page
Each format reaches buyers at a different moment. Most accounts perform best with the right mix, and I’ll recommend the one that fits your business, budget and goals.
Search Ads
Text ads on Google and Bing that appear the moment someone searches for your product or service. Built for lead generation, B2B and service businesses that need qualified inquiries now.
- Keyword & Intent Research
- Responsive Search Ad Testing
- Smart Bidding Strategy
- Microsoft Ads (Bing)
Google Shopping Ads
Product listings with your image, price and store name that appear before shoppers click a single result. Built for eCommerce brands that want more revenue at a profitable ROAS.
- Merchant Center Setup & Health
- Product Feed Optimization
- Shopping & Performance Max
- Margin-Based Segmentation
Local Services Ads
The Google Guaranteed and Google Screened listings at the very top of local results. You pay per lead, not per click, making them ideal for home services, legal and other local providers.
- Verification & Badge Setup
- Service Area & Job Types
- Review & Ranking Strategy
- Lead Quality Management
Search Ads
Google & Microsoft Search Ads That Capture Demand
When someone searches “emergency plumber near me” or “payroll software for small business,” they’re telling you exactly what they want. Search ads let you answer that intent with the right message at the right moment, but only if the account is built to separate high-value searches from expensive noise.
I structure campaigns around intent and margin, not just keyword lists. That means focused ad groups, aggressive negative keyword management and bidding tied to the conversions that actually matter to your business: booked calls, qualified form fills and closed revenue.
What’s included
- Keyword research & match-type strategy
- Search term mining & negative keywords
- Responsive search ad copywriting & testing
- Sitelink, callout, call & image assets
- Smart Bidding (tCPA / tROAS) setup & tuning
- Brand & competitor campaign strategy
- Landing page & Quality Score improvements
- Microsoft Ads (Bing) launch & management
Best for
- Lead generation & B2B companies
- SaaS & professional services
- Healthcare, finance, energy & home services
What I optimize for
- Cost per lead & cost per acquisition
- Conversion rate
- Impression share on money keywords
- Lead-to-sale rate (with CRM data)
Google Shopping
Google Shopping Ads That Sell More Products, More Profitably
Shopping ads put your product image, price and store name in front of shoppers before they visit a single website. That makes them one of the highest-intent formats on Google, and your product feed is the engine behind every impression.
I start with Merchant Center health and feed quality, because Google can only match your products to searches it understands. From there I segment campaigns by margin, best sellers and seasonality so budget flows to the products that make you money, whether you run Standard Shopping, Performance Max or both.
What’s included
- Merchant Center setup, audit & policy fixes
- Product title, description & attribute optimization
- GTIN, category & custom label structure
- Standard Shopping & Performance Max campaigns
- Margin & best-seller segmentation
- Search term insights & negative keywords
- Promotions & price competitiveness
- Microsoft Shopping campaigns
Best for
- eCommerce & DTC brands
- Retailers with large catalogs
- Seasonal & promotional product lines
What I optimize for
- ROAS & profit, not just revenue
- Revenue & average order value
- Product-level click share
- Feed approval rate
Local Services Ads
Local Services Ads That Put You at the Top of Local Search
Local Services Ads appear above traditional search ads with a Google Guaranteed or Google Screened badge, your review rating and a direct call button. Instead of paying per click, you pay for leads: calls, messages and booking requests from customers in your service area.
Getting the badge is only step one. Where you show up depends on factors like proximity, reviews, responsiveness and business hours, so I manage the levers that move you up: verification, service and job-type settings, review generation, budget and bidding, and how quickly your team responds to new leads.
What’s included
- Account setup, verification & badge approval
- Service area & job-type configuration
- Business hours & responsiveness strategy
- Review generation plan
- Budget & bidding strategy
- Lead rating & feedback to improve lead quality
- Call & message follow-up best practices
- LSA + Search Ads coordination
Best for
- Home services: HVAC, plumbing, roofing, electrical & more
- Legal, real estate & financial services
- Other eligible local service providers
What I optimize for
- Cost per lead
- Booked-job rate
- Lead response time
- Review volume & rating
Compare Formats
Search Ads vs. Google Shopping vs. Local Services Ads
A quick look at how each format works so you can see where your budget belongs.
| Search Ads | Google Shopping | Local Services Ads | |
|---|---|---|---|
| How you pay | Per click | Per click | Per lead |
| Where ads appear | Top and bottom of Google & Bing search results | Shopping ads on Search, the Shopping tab, Images and more | Very top of local search results, above search ads |
| Best for | Lead gen, B2B, SaaS & service businesses | eCommerce & retail brands | Local service businesses in eligible categories |
| What drives results | Keywords, ad copy, bidding & landing pages | Product feed quality, pricing & segmentation | Verification, reviews, responsiveness & proximity |
| Time to launch | Days | Days, once Merchant Center is approved | After background & license checks are approved |
| Main KPI | Cost per lead / CPA | ROAS & profit | Cost per lead & booked jobs |
Swipe to see all columns →
How I Work
A Proven Paid Search Process
01
Audit
I review your account structure, search terms, tracking, product feed or LSA profile, and competitors to find wasted spend and missed opportunities.
02
Build
Campaigns are restructured or launched with focused keywords, tested ad copy and conversion tracking you can trust.
03
Launch
Ads go live with budgets, bids and negative keywords in place from day one, so early data is clean and useful.
04
Optimize & Report
Weekly optimizations and clear monthly reporting on leads, sales, CPA and ROAS, plus a call to walk through what’s next.
Why Work With Me
Agency-Level Expertise Without the Agency Handoffs
Senior-level strategy and hands-on execution in every account I manage.
A Senior Specialist, Every Day
The person who audits your account is the person who logs in every day to manage it. No handoffs, no junior reps.
Conversion Tracking First
GA4, Google Tag Manager, enhanced conversions and offline CRM imports, so bidding learns from real leads and revenue, not just clicks.
Ruthless About Wasted Spend
Ongoing search term reviews and negative keyword management keep your budget on searches that convert.
Always Testing
Ad copy, landing pages, bidding strategies and audiences are tested continuously, with decisions backed by data.
You Own Your Accounts
Your ad accounts, data and tracking stay in your name. If we ever part ways, everything stays with you.
Plain-English Reporting
Dashboards and monthly recaps focused on leads, sales, CPA and ROAS, and what I’m doing next to improve them.
Recommendations
What PPC Clients Say
★★★★★
“Gustavo is a genius with SEM and Google Ads. After working with a very ineffective agency, we desperately needed quick help fixing and managing our robust SEM campaigns. We saw immediate results once we started working with Gustavo.”
Katie S.
VP, Demand Generation
★★★★★
“Gustavo’s expertise in PPC and SEO strategy measurably contributed to positive outcomes for our lead generation campaigns time and time again. A rare mix of creativity, operational excellence, and an all around easy person to work with.”
Sean C.
Entrepreneur
★★★★★
“I highly recommend working with Gustavo! We onboarded him as a freelancer for Paid Search and he has been a pleasure to work with. He has excellent paid search knowledge both at a high level and in the technical details.”
Casey C.
Group Director
FAQ
Paid Search Management FAQs
What’s the difference between paid search, PPC and SEM?
How much should I spend on Google Ads?
How quickly will I see results from paid search?
Is my business eligible for Local Services Ads?
Should I use Standard Shopping or Performance Max?
Do you manage Microsoft Ads (Bing)?
Can you take over or audit my existing Google Ads account?
Do I keep ownership of my ad accounts and data?
Better Together
Services That Pair Well With Paid Search
Advanced CRO
Turn more of your paid clicks into leads and sales with landing page testing and conversion optimization.
Local SEO
Pair Local Services Ads with a strong Google Business Profile to show up in both paid and Map Pack results.
Search Engine Optimization
Use search term data from your ads to build organic rankings that lower your cost per lead over time.
Ready to Get More From Your Ad Spend?
Get a free paid search audit. I’ll review your campaigns, tracking and competitors and show you where budget is being wasted, and where the growth is.