Results
A few examples from 20 years of paid search. Each one has a number, a starting point and a period, because a result without those isn't one.
State Farm: cost per lead down 40%, search investment up tenfold
State Farm's search program had a large keyword portfolio that wasn't lined up with what the business actually wanted more of. Over one year I rebuilt that portfolio around the business goals, campaign by campaign. Cost per lead fell by 40%, and because the results held as spend grew, search investment scaled ten times over the same year while new policy enrollments rose.
H&R Block: revenue up 47% year over year
The best online filing season in the company's history. Tax season is a few decisive weeks, and the budget was spread across them like any other month. I moved it into the weeks that mattered most, tightened the search campaigns around how people actually look for help with their return, and kept the ad copy in step with each stage of the season. Online filing revenue rose 47% against the prior year.
Pier 1 Imports: 300% return on a pilot that linked online ads to in-store sales
The question was whether search ads were driving people into Pier 1 stores. I designed a test that measured in-store sales against online ad exposure across matched markets. The pilot lifted in-store sales 2% and returned 300% on its cost, and the method was rolled out to more markets afterwards.
DeVry University: cost per acquisition down 32% across 18 markets
A multi-market plan across search, video and display for DeVry. Over the engagement, cost per acquisition fell 32% while the annual marketing budget grew 22%, with enrollments up in each of the 18 local markets.
What clients say
“Mike made launching our paid ads strategy seamless and effective. He took the time to understand our business goals, crafted a tailored approach, and ensured we were set up for success from day one. His expertise, clear communication, and data-driven insights gave us confidence that our investment was being maximized. If you're looking for a trusted expert to guide your strategy, I highly recommend Mike.”
Brands I've partnered with
Across 13 years at Google and the years since, I've worked on paid search for State Farm, Rolex, H&R Block, Universal Studios Florida, American Family Insurance, DeVry University, Pier 1 Imports and Chamberlain University, among more than 75 clients and over $1 billion in ad spend. Today most of my clients are smaller than those: companies spending from $5,000 a month who want the same care on their account.
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