Performance Marketing

From multimillion-dollar enterprise campaigns to hyper-local lead gen, I’ve led full-funnel, omnichannel strategies across Google, Meta, TikTok, OTT/CTV, and more.

I take a performance-first approach, grounded in data, attribution, and creative that drives measurable growth. Whether it's halving CPA or scaling conversions 10x, results come first.

Highlights:

  • 298% increase in conversions (since 2022)

  • 77% reduction in cost per conversion (since 2022)

  • $2.5M+ in media managed across paid search, social, and programmatic

Search Engine Marketing (SEM)

Overview

When I joined Kids Dental Brands, the search engine marketing strategy was decentralized and under-optimized, with high costs per conversion and limited structure. I was brought in to scale new patient acquisition across pediatric and orthodontic offices, with a core objective of driving a 25% YoY increase in leads while bringing the cost per conversion below $60.

I led a full rebuild of our Google Ads program from the ground up, overhauling structure, targeting, and creative, and built a scalable, data-driven framework that now supports over 90 campaigns across 46 practices.

    • Increase patient acquisition by 25% across multiple brands and markets

    • Lower average cost per conversion below $60 across pediatric and ortho verticals

    • Improve lead quality and tracking infrastructure

    • Scale campaign volume without sacrificing efficiency

  • 2023: Audit & Launch Year

    • Launched initial campaigns per office, each with a mix of service-based ad groups (e.g. cleanings, braces, exams)

    • Each campaign had only 1–2 ads per group and minimal segmentation

    • Conversion tracking implemented, but intent signals were still unclear

    Data-Driven Discovery:

    • Pediatric campaigns performed best on professional-intent keywords like “pediatric dentist near me,” not service-specific terms

    • Orthodontic traffic showed stronger engagement for braces vs. Invisalign in our target markets

    2024: Major Restructure

    • Rebuilt pediatric campaigns around high-intent, provider-based keywords

    • Launched low manual CPC campaigns for branded and competitor search terms

    • Introduced full-funnel negative keyword strategy

    • Separated orthodontic campaigns into braces and Invisalign, shifting budget heavily toward braces

    • Integrated Performance Max campaigns to expand reach and support underperforming markets

    • Launched landing pages optimized for conversion, aligned by location and service line

    2025: Strategic Scaling

    • Focused on campaign-level scaling per office using new patient volume targets

    • Used Maximize Conversions with Target CPA bidding to maintain cost control

    • Launched AI Max campaigns in Q2 to test Google’s newest generative search + asset-driven ad types

    • Continued granular tracking of CPA targets and optimized spend accordingly

  • KDB Enterprise (All Locations)

    • Conversions: ⬆ 298% (8,740 ➝ 34,815 from 2022 to 2024)

    • Conv. Rate: ⬆ 147% (7.14% ➝ 17.63%)

    • Cost/Conversion: ⬇ 77% ($57.25 ➝ $13.39 in 2025 Q2)

    Pediatric Dentistry

    • Conversions: ⬆ 447% (5,895 ➝ 32,235 from 2022 to 2024)

    • CTR: ⬆ 74% (9.86% ➝ 17.16%)

    • Cost/Conversion: ⬇ 81% ($60.23 ➝ $11.36 in 2025 Q2)

    • Conv. Rate: More than doubled (8.60% ➝ 22.07%)

    Orthodontic Dentistry

    • 2025 Mid-Year Pacing: 1,031 conversions—pacing behind 2024 totals (1,498)

    • CTR: ⬆ 51% (7.57% in 2022 ➝ 11.41% in 2025)

    • Cost/Conversion: ⬇ 28% from 2024 ($123.21 ➝ $88.37)

    • STAG & SKAG campaign structures

    • Manual CPC + Maximize Conversions with Target CPA

    • Brand and competitor campaigns

    • GA4 + Google Tag Manager implementation

    • Performance Max + AI Max testing

    • CRO-focused landing page rollouts

    • Location and service-based budget segmentation

OTT / CTV Campaigns

Overview

To support go-to-market initiatives in new and competitive markets, I developed and activated Connected TV (CTV) and Over-the-Top (OTT) campaigns as part of a broader brand-building and patient acquisition strategy. These efforts were designed to elevate trust and awareness in communities where Kids Dental Brands had no physical presence or brand equity.

I have worked with both traditional and programmatic partners, including Cox Media and MNTN, to deliver performance-focused campaigns aligned to audience profiles, geographic targets, and media budgets.

    • Introduce new dental brands in competitive, reputation-driven markets

    • Build household-level awareness before physical signage or word of mouth could take effect

    • Deliver measurable lift across website traffic and appointment volume

    • Optimize creative and targeting within emerging CTV platforms without direct lead attribution

  • Kansas City Market Launch

    • Partnered with Cox Media to activate CTV and pre-roll video inventory in targeted ZIP codes

    • OTT served as a top-of-funnel awareness driver alongside search, social, and local media

    • Focused on local brand name recall, provider visibility, and Medicaid acceptance messaging

    • Observed a lift in new website visitors and conversions across sources following campaign flights, though no direct attribution was available

    Ohio Kids Dental MNTN Campaign

    • Managed in-house media buying using MNTN’s self-serve CTV platform

    • Partnered with an agency to produce two commercial formats (15 and 30 seconds) focused on trust, kid-friendly environment, and convenience

    • Set audience targeting to consumer segments including parents of young children and Medicaid-qualified households

    • Optimized spend toward top-performing creatives and refined audience segments in real time

  • Campaign (MNTN) live for just over three weeks

    • Total Spend: $9,932.95

    • Households Reached: 21,973

    • Impressions: 361,526

    • Verified Visits: 566

    • Total Booked Appointments: 117

    • Conversion Rate: 21.15%

    • Cost Per Appointment: $82.49

    • Self-serve OTT media buying using MNTN

    • 15 and 30 second commercial production with brand-aligned messaging

    • Household-level targeting by income, parental status, and insurance coverage

    • Platform optimization based on verified visits and appointment conversion

    • Use of OTT in tandem with paid social and search to reinforce brand visibility

Let’s Work Together

I collaborate with businesses that are ready to scale. Whether you’re building from the ground up or optimizing what’s already working, let’s talk about how I can help you grow.