Your Business | Service That Matches the Search
Clear messaging, a relevant offer, and a landing page built to turn high-intent traffic into meaningful action.
Search Engine Marketing (SEM)
Freelance Google Ads and Microsoft Ads management built around search intent, lead quality, and measurable business outcomes.
I learn how your business works, what a qualified lead looks like, and how customers search — then build and optimize campaigns around those signals.
Search results
Illustrative search results — not a live Google or Microsoft interface.
Capture demand when people are already looking.
SEM gives your business a way to compete for visibility at the moment someone is actively searching for a product, service, solution, or next step.
Good SEM is not about buying as many clicks as possible. The account structure, keywords, search terms, ad messaging, bidding, budget allocation, landing page experience, and conversion data all need to work together.
I take time to understand your services, margins, locations, customer questions, sales process, and what actually makes a lead valuable. That business context guides how I structure campaigns and where I focus optimization.
More traffic is not the goal.
The goal is to earn the right traffic, measure what happens after the click, and use that information to make smarter decisions with your budget.
What I can help with
Support can cover an existing account, a new build, a focused audit, or ongoing management across Google Ads and Microsoft Ads.
Campaign Strategy & Structure
I organize campaigns around your business priorities, services, locations, audiences, and conversion goals so the account is easier to manage and optimize.
Keywords & Search Intent
I research and refine keyword coverage, match types, search terms, and negative keywords to protect budget while expanding into useful demand.
Ad Copy & Assets
I write and test messaging that connects the search with your offer, differentiators, and next step while using relevant ad assets to strengthen visibility.
Bidding & Budget Management
I monitor spend, bidding, pacing, campaign priorities, and cost efficiency so budget is directed toward the areas creating the strongest business value.
Conversion & Lead Measurement
I help connect ads to calls, forms, purchases, booked appointments, CRM outcomes, and other meaningful actions using Google Ads, GA4, GTM, and related tracking.
Optimization & Reporting
I continually review performance, test opportunities, document changes, and translate the data into clear recommendations instead of simply reporting metrics.
Paid search is the foundation. The right mix depends on the goal.
Standard search campaigns are often central to SEM, but the strongest account structure may also use other Google and Microsoft campaign types where they support the customer journey.
Search Ads
Capture active demand around specific products, services, problems, brands, and locations.
Performance Max
Use Google’s cross-network inventory when the conversion signals and business case support it.
Local Services Ads
Support eligible local service businesses with lead-focused visibility above standard search results.
Display & YouTube
Build awareness, support consideration, and reconnect with relevant audiences beyond the search results page.
Depending on the broader media strategy, support can also connect with:RemarketingLanding PagesConversion TrackingCRM
How I approach SEM
Platform expertise matters, but the account should be managed around your business — not around a checklist of Google Ads features.
Learn the business
I start with your offers, audience, margins, geography, sales process, lead quality, seasonality, and existing marketing data.
Build around intent
Campaigns, keywords, ads, and landing pages should reflect what the searcher needs and where that intent fits your business.
Measure meaningful actions
I prioritize conversion signals that help distinguish valuable outcomes from activity that looks good in a dashboard but does not move the business forward.
Optimize toward quality
I use performance and lead feedback to refine spend, targeting, search terms, ads, bidding, and the next tests to prioritize.
Performance should translate into something meaningful.
A few selected Google Ads outcomes from client work. Results vary by business, market, budget, competition, and starting point.
More conversions month over month
Alongside a 31% lower cost per conversion.
Lower cost per conversion
While click-through rate increased 29% month over month.
Lower cost per conversion
Supported by tighter local intent and stronger conversion measurement.
When SEM tends to be a strong fit
Search works best when there is clear demand to capture and a useful business outcome to optimize toward.
SEM may be worth prioritizing when…
- People actively search for the product, service, problem, or solution you offer.
- Your business has a clear action you want advertising to drive.
- You can define what a qualified lead, sale, appointment, or customer looks like.
- You have enough budget to collect useful data and make decisions from it.
- Your website or landing page gives searchers a clear next step.
Foundational work may be needed when…
- Conversion tracking is missing or measuring the wrong actions.
- The landing page does not clearly explain the offer or next step.
- Search volume is extremely limited for the service or market.
- Leads are generated but there is no feedback on quality or sales outcomes.
- The budget is spread across too many campaigns to learn efficiently.
Direct access to the person managing your campaigns.
You work with me from strategy through execution. There is no account handoff between the person who learns your business and the person making decisions inside the ad platforms.
Strategy + executionThe recommendations and day-to-day account work stay connected.
Clear communicationI explain what changed, why it changed, and what I am watching next.
Flexible supportI can own the channel or collaborate with your internal team, agency, developer, or sales team.
FAQs
SEM is paid advertising used to increase visibility across search engines. My SEM work primarily focuses on Google Ads and Microsoft Ads, with strategy built around search intent, campaign structure, conversion measurement, and ongoing optimization.
SEM uses paid placements to reach searchers, while SEO focuses on earning organic visibility in search results. Paid search can begin generating traffic quickly once campaigns launch, while SEO is typically a longer-term effort. The two can complement each other, but they are managed differently.
Yes. I manage both Google Ads and Microsoft Ads. The right platform mix depends on your audience, search demand, budget, current performance, and whether Microsoft can add efficient incremental reach beyond Google.
Yes. I typically start by auditing the current account structure, conversion tracking, search terms, keywords, bids, budgets, ads, settings, and landing pages before making major changes. That keeps useful historical learnings from being discarded unnecessarily.
There is not one universal budget. A useful starting point depends on search volume, average CPCs, geography, competition, conversion rates, customer value, and how many campaigns or services you want to support. I would rather build around a realistic testing budget than spread spend too thin.
Yes. I can set up or troubleshoot conversion measurement using Google Ads, Google Analytics 4, Google Tag Manager, enhanced conversions, call tracking workflows, and other tools as needed. Strong measurement is a core part of how I manage paid search.
Yes, when they make sense for the business. I manage Performance Max and can support Local Services Ads for eligible businesses. I evaluate those campaign types based on the goal, available conversion signals, account structure, budget, and how they fit alongside standard search campaigns.
Want a stronger paid search strategy?
Tell me what you are running today, what is working, and where you need additional support. I’ll review the details personally.