Google Ads Specialist Chicago

This law firm saw a 453% increase in leads while reducing CPL by -60% in just 4 months

My Approach to Google Ads

Most Google Ads campaigns fail because they’re built backwards.
People jump straight into settings instead of strategy. They copy competitors, trust the algorithm, and hope clicks somehow turn into leads.

That’s not marketing. That’s gambling.

The reality is simpler, and harder to accept:
campaigns don’t convert. Offers do. Messaging does. The process behind them does.

You can run a perfectly structured campaign and still fail if the offer doesn’t make sense to the person searching.

That’s why I don’t start inside the Ads dashboard. I start inside your business, especially if you’re competing in a market like Chicago, where attention is expensive and mistakes get costly fast.

Who are your customers?
What are they actually searching for?
Why should they choose you over the next option?

Until those answers are clear, no amount of bids, keywords, or automation will fix the problem.

Yes, the technical side matters. Waste budget on irrelevant traffic, send clicks to a page that doesn’t convert, or track the wrong “conversions,” and you’ll pay for clicks while competitors pay for customers.

But even when everything is built correctly, results still come down to the fundamentals that never change:
the right message, the right offer, to the right audience, at the right moment.

That’s the difference between an account that spends money and one that earns it back.

How I Manage Google Ads

1) Audit the account and stop the leaks

I start by reviewing the entire account: campaigns, ad groups, keywords, ads, audiences, and tracking, and aligning everything with your actual business goals. That means knowing which services matter most and making sure the structure gives them the budget they deserve. Brand and non-brand are kept separate so results stay clear.

Next, I follow the money. I cut waste from Search Partners and Display traffic sneaking into Search, review devices and hours that drain budget without returns, and analyze search terms for real intent, not just surface-level relevance, something that matters even more in competitive markets like Chicago.

During audits, it’s common to find thousands spent on computers and tablets with zero conversions while mobile does all the work. When that happens, I either improve the weak areas or shift that wasted spend into what’s already converting. This single adjustment alone often improves performance by 20 – 30% .

I also review keywords by total spend to uncover hidden budget drains, terms that look relevant but don’t actually generate leads. Every account has them. By lowering bids or cutting these high spend, low return keywords, performance often improves quickly. In one local locksmith audit, several keywords were burning thousands with CPAs over $500 per lead. Removing them alone cut the overall cost per lead by nearly 50%.

Mid-audit, I make sure the “conversions” are real. A page view or “1+ minutes on site” isn’t a lead; a form submission or a 30 – 60 second phone call is. If tracking is off, I fix it (GTM + CallRail) so the data reflects reality.

From there, I apply the quick wins: tighten negative keywords (often saving 20%), switch location targeting to people in or regularly in your area, and focus spend on the hours and devices that convert. I also build out all ad assets: sitelinks, callouts, images, and ensure each ad points to a matching landing page with a clear offer and a single primary CTA.

2) Regain Control (turn off Google’s autopilot)

After the audit, the goal is simple: take control back. I turn off auto applied recommendations, ignore the optimization score, and focus on what actually helps the business. A high score means nothing if it doesn’t improve results. Real PPC work is about evaluating Google’s suggestions, not blindly following them.

Some accounts have hidden automation quietly adjusting bids or adding keywords that don’t belong, which leads to messy data and higher costs.

This stage is about cleaning that up and making sure every setting supports your goals, not Google’s. Once control is restored and the numbers reflect reality, we can move into the buildout phase with a clear direction.

3) Campaign Structure: simple on purpose

Every account I build starts lean. Strategic, not bloated.
The structure depends on budget, search volume, intent, and market size. A business spending $5K a month shouldn’t be set up like one spending $100K. Complexity should follow results, not ego.

I rebuild accounts into a small number of focused campaigns with clear intent. Ad groups stay tight, keywords are high-intent, and ad copy matches what people are actually trying to do. Proven performers are kept separate from tests, so experiments never mess with what’s already working.

Most advertisers overbuild from day one (I used to do this too), then spend weeks fixing the mess. I do the opposite: launch lean, learn fast, and scale only when the data earns it.

The goal isn’t a massive account. It’s a structure that’s clear, flexible, and easy to scale once results start coming in.

Campaigns are grouped by intent, not random labels. Each ad group has one theme, one offer, and one goal. Brand searches stay separate from non-brand. “Call now” searches don’t compete with “cost” or “reviews.”

Once live, growth is methodical:

• Double down on what works

• Keep things compact until they pay off

• Shift budget to winners, cut the waste

• Avoid unnecessary complexity that drives up costs

I treat campaigns like solid construction: build a strong foundation first, then scale up. When Google’s learning phase kicks in, a clean structure grows smoothly instead of collapsing under clutter.

4) Optimization: consistent, goal driven work

When optimizing, I focus on three things that actually move the needle: ads, keywords, and landing pages.

1. Using the right campaign type
Many service businesses rely on Performance Max or Smart campaigns that hand control to Google. That can work for e-commerce, but not for lead gen. I use focused Search and Call campaigns so we control what triggers ads and where the budget goes. Lead quality improves fast.

2. Keywords that bring real customers
Early on, I review every search term that triggered ads. The winners stay. The junk gets blocked, not just individual terms, but entire themes like “cheap” or “DIY” so they don’t come back. This pushes spend toward high intent traffic.

3. Landing pages built to convert
Sending paid traffic to a regular website kills conversions. People aren’t there to browse, they want a call or a quick form. I use focused landing pages designed for action, where the message, layout, and offer all line up.

When ads, keywords, landing pages, and offers align, Quality Score goes up, cost per click drops, and leads increase.

Optimization happens through:

• Weekly reviews and tune-ups

• Ongoing ad and layout testing

• Small offer tweaks that can double conversion rates

Once enough clean data builds up, I usually move to automated bidding (Target CPA or Maximize Conversions) so Google scales based on real performance.

5) Reporting: clear and honest

I’m not here to impress you with fancy dashboards.
I track what actually matters using Google Data Studio, GTM, and CallRail.

No inflated numbers.
No fake conversions.
No smoke and mirrors.

You get a live dashboard showing real metrics: spend, leads, cost per lead, and calls.
Each week, I record a short Loom video explaining performance, what changed, and why.

You’ll always know what’s working, what isn’t, and what I’m doing about it.

This isn’t for everyone

I don’t promise instant or “magical” results. Anyone who does isn’t being honest.

If you’re expecting overnight success or think ads alone will save a struggling business, we’re probably not a fit.

If your margins don’t support the real cost of Google Ads, I’ll tell you upfront. 

If your budget is small but your expectations are huge, I’ll be straight with you.

In major cities like Chicago, cost-per-click can get expensive fast. When clicks cost $20 or more, you won’t get $15 leads, no amount of “AI magic” changes that.

There are agencies that sell fairy dust. They promise fast wins, perfect timelines, and flashy dashboards. I don’t. I focus on what actually works, even when it’s not what people want to hear.

Some people want reassurance more than results. The ones who stay want the truth. They understand Google Ads isn’t about hacks or hype, it’s about clear strategy, discipline, and real numbers.

If that sounds right, we’ll work well together.
If not, there are plenty of others happy to tell you what you want to hear.

Common questions

What types of campaigns do you usually run? Search, Display, or Performance Max?

I usually start with Search campaigns. That’s where the real intent is, people are actively looking for what you offer, not just scrolling past ads. Once we’re getting consistent conversions and solid data, I’ll layer in Performance Max to help Google find more of those same high-intent customers. Display (or Demand Gen) usually comes later, mainly for remarketing or staying top-of-mind with people who already visited your site.

In short: Search first for proven ROI, then scale with Performance Max and Display when it makes sense.

When should I expect to see results?

Most campaigns start producing strong, consistent results around the 90-day mark. That’s what I see over and over.

Here’s the typical timeline:

• Month 1: Google is learning. You’ll get clicks and some early leads as data builds.

• Month 2: Traffic quality improves and conversions become more consistent.

• Month 3: The campaign stabilizes and delivers steady results.

The key is keeping your budget consistent and giving the system time to learn.

Do you run experiments or A/B tests?

Yes, constantly.

• Landing pages: I test headlines, CTAs, images, layouts, even button styles. I make one change at a time and run clean 50/50 tests. Small tweaks can sometimes lift conversions by 30–40%.

• Ads and offers: I test different headlines and descriptions to improve click through rate and lower cost per lead.

• Bidding strategies: I test manual bidding against automated options like Max Conversions or Target CPA using controlled splits, so we don’t risk what’s already working.

The winner stays. The rest get cut.

What do you count as a “conversion”?

Not fluff like page views or time on site.

A real conversion is clear intent:

• A form submission

• A phone call lasting 30–60 seconds or more

• A completed sale

Everything is tracked through Google Tag Manager, with call tracking in place so we can verify lead quality. No fake conversions.

Do you write the ad copy, or do I?

I handle the ad copy as part of the setup. Every line is written to match your offer and speak to your audience.

Nothing goes live without your approval. You’ll always review the headlines and descriptions first and can request changes before launch.

Do you build landing pages, or use what I already have?

Both, it depends on what will get better results. If your current pages are converting well, I’ll use them and make small improvements. If not, I can build a dedicated landing page that matches your offer and message, keeps things simple, and is designed to drive action. Landing pages are included in the campaign setup, there’s no extra cost.

What’s the minimum budget I should start with for Google Ads?

If you’re just starting out, a realistic minimum is around $2,000 per month (about $65 a day). In a competitive market like Chicago, that’s usually the floor, not the ceiling.

Anything lower rarely gives Google enough data to learn what’s working or who your best customers are. You might get clicks, but not enough real leads to make smart decisions. That’s when people assume Google Ads “doesn’t work,” when in reality the campaign just didn’t have enough budget to learn.

Starting around $2,000 per month gives the algorithm room to collect data, optimize, and deliver results you can actually measure and improve.

How does budget size affect campaign management?

With a smaller budget, everything has to be tight and intentional. We focus on a short list of high-intent keywords, move carefully, and expand only once we see what’s working. Results can take longer in competitive markets, but this approach builds a strong foundation.

With a larger budget, there’s more room to test ads, audiences, and bidding strategies. Growth can happen faster, but scaling too quickly can backfire. I increase budgets gradually once campaigns are stable to avoid performance drops or wasted spend.

In short: small budgets require patience and focus. Larger budgets require structure, testing, and close monitoring.

What happens before the ads go live?

Before anything launches, I review your offer, website, and competitors. Then I set up tracking, write the ad copy, and build the campaign structure so everything works together. Nothing goes live until the keywords, message, and landing pages are ready to convert. It takes a few days, but it saves weeks of wasted ad spend later.

How do you make sure the leads are good quality?

I don’t just count leads, I check them. I listen to call recordings in CallRail to separate real inquiries from junk. I can also see which search terms triggered each call, so we double down on what brings quality leads and cut what doesn’t. If leads aren’t turning into customers, I dig into why, whether it’s the keywords, ad copy, or landing page. The goal isn’t more leads, it’s better ones.

How often do we communicate?

You’ll get weekly or biweekly updates, usually through a short Loom video or message, explaining what changed, why it changed, and what’s next. You won’t have to chase me for updates, and you’ll always work directly with me.

Do you work alone or have a team?

I work solo and manage every account myself. No juniors, no outsourcing, no handoffs. The same person who audits, builds, writes, and optimizes your campaigns is the one you’re working with.

How many clients do you take on?

I keep my client list small, usually around ten active accounts. I’m not interested in juggling dozens of campaigns. This lets me stay focused, do better work, and only take on clients I know I can actually help.

Can you fix my existing Google Ads campaigns instead of starting over?

Yes, if there’s a solid foundation, I’ll improve what’s already there. If the account is built on shaky ground, a rebuild usually makes more sense and often costs less in the long run.

Do you connect ads to CRMs or track leads after they come in?

Here are some keywords to help us connect:

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