Google Ads Management, US & Canada

Google Ads, managed well, is the most direct channel to reach people actively searching for your services. They type their needs into Google, and your ad appears at the exact moment they're ready to act. Managed poorly, it's a budget that burns without measurable return.

My Google Ads management is focused on one objective: maximize the return on every dollar invested by capturing leads with strong purchase intent. I work with businesses in the US and Canada, managing monthly budgets from a few thousand to several tens of thousands of dollars.

01

My approach to Google Ads management

I don't run "generic" campaigns. Every campaign is built around your business reality, your margins, your target cost per acquisition, and your capacity to process leads.

Keyword research and structure. I identify high-intent queries and structure ad groups so every dollar goes toward terms that convert. Negative keywords matter as much as targeted keywords. They prevent waste.
Optimized ads. Responsive search ads (RSAs) written to speak directly to searcher needs. Not generic copy. Ads that qualify the click before it even lands on your site.
Bidding strategy. Target CPA, Target ROAS, or Maximize Conversions depending on your goals. I pick the strategy that matches your account maturity and data volume.
Ongoing optimization. A Google Ads campaign isn't a project you launch and forget. I make regular adjustments: adding negative keywords, testing ad variants, tuning bids, analyzing search terms, improving landing pages.

Recent example: for a US-based SaaS client, I restructured ad groups and added over 300 negative keywords. Result: cost per acquisition dropped 37% in 4 months, with no change in budget.

02

Remarketing: bringing back visitors who didn't take action

The reality is that most of your visitors don't convert the first time. On average, roughly 97% of people leave a site without taking action. They had interest. They visited your site, after all. But something held them back. The timing wasn't right, they were comparing options, or they got distracted.

Remarketing solves that. It puts targeted ads in front of those visitors after they leave your site, across Google, YouTube, and the display network. Your brand stays top-of-mind. When they're ready, you're the one they choose.

Remarketing isn't a separate service. I integrate it directly into your Google Ads campaigns because the two work in tandem. Search captures demand. Remarketing recovers the fence-sitters. Managing both together avoids the silos that cost conversions.

The difference between effective remarketing and annoying remarketing is segmentation. I don't show the same ad to everyone:

Visitors of specific pages. Someone who visited your pricing page sees a different message than someone who read a blog post.
Engagement level. A visitor who spent 5 minutes on your site gets a different message than one who bounced after 10 seconds.
Form or cart abandonment. People who started filling a form without submitting, or abandoned their cart, are your hottest prospects. They deserve a tailored message.
Existing customers. Remarketing isn't only for acquisition. You can also target current customers for upsell or cross-sell.

Remarketing audiences convert at a noticeably higher rate than cold audiences because you're talking to people who already know you. The "first impression" work is already done. Even for visitors who don't click, repeated exposure strengthens brand recall. When the moment to buy arrives, you're at the top of the list.

Example: for a Montreal e-commerce client, adding a segmented remarketing strategy (cart abandoners, product page visitors, existing customers) lowered overall CPA by 28% and lifted conversion rate on repeat visits by a factor of 3.4.

03

What sets my campaigns apart

Conversion tracking is non-negotiable. No campaign launches without clean, validated tracking. If we can't measure, we can't optimize.

I connect Google Ads to your real pipeline. Not just clicks and form fills. Actual signed customers. When you know which keywords bring in customers (not just leads), you can make much smarter budget allocation decisions.

I don't promise "guaranteed results." Nobody serious does. What I promise is rigorous, transparent management, with clear reporting that shows exactly where your money goes and what it generates.

I've been running Google Ads campaigns since back when it was still called Google AdWords. My time at NVI (now iProspect Canada), one of the largest performance marketing agencies in Canada, gave me the strategic foundation. My years as VP of Marketing at Biztree taught me to manage budgets like an owner, not like an account manager.

When you work with me, your account is yours. I don't lock anything down. If we stop working together someday, you keep everything: history, data, campaign structures.

Since 2008

Running PPC campaigns, from the AdWords era through to current Google Ads and Performance Max.

Budgets managed

More than $15M in cumulative ad spend optimized for US and Canadian clients.

Your account stays yours

No lock-in. You keep the history, data, and campaign structures even if we stop working together.

What's the minimum budget for Google Ads?

There's no universal answer. Budget depends on your industry, keyword competition, and target acquisition cost. I help you figure out the right budget during our first conversation. What I can say: a small budget well-managed beats a large budget poorly-managed.

Google Ads or SEO, which should I choose?

Both, ideally. Google Ads gives you immediate results. SEO builds a long-term asset. The combination is powerful: PPC captures existing demand while SEO builds your organic visibility. Google Ads data also informs SEO strategy (which keywords convert best).

How do I know if my campaigns are well-managed?

If your current manager can't tell you your cost per qualified lead or your ROAS by campaign, there's a problem. I provide clear reporting, in plain language, that shows the link between spend and business results. See also my analytics and reporting page.

Is remarketing intrusive?

Done well, no. The key is frequency and relevance. I cap impressions per user and rotate creatives. The goal is to stay top-of-mind without becoming annoying. Audiences that already converted are automatically excluded.

Does remarketing still work with cookie restrictions?

Yes, but things are changing. Google delayed third-party cookie deprecation, and alternatives like first-party audiences and Customer Match are gaining importance. I structure campaigns to work with both approaches, depending on what's available.

Do you work with US accounts in USD?

Yes. I manage Google Ads accounts in both CAD and USD, for Canadian and American markets. The ad tax treatment and geographic targeting rules differ between the two, and I've already handled that for multiple clients.

Google Ads: capture customers who are already searching for what you offer