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. See examples here.
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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
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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
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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)
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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
Paid Social (Meta + TikTok)
Overview
At Kids Dental Brands, I led the paid social strategy to support growth across multiple pediatric and orthodontic markets, including the full-funnel soft launch of a new brand: Ohio Kids Dental. With no existing brand equity or office presence, the campaign's core goal was to drive early appointment bookings ahead of each office opening.
Paid social played a central role in reaching local families, building trust, and converting interest into booked patients. The campaigns were designed to perform without the benefit of physical signage or established community presence, making channel precision and creative clarity essential.
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Launch two dental offices in a new market with no prior awareness
Drive appointment bookings before doors officially opened
Build and activate audiences from limited pre-existing data
Keep cost per appointment below $20 across platforms
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Initial Planning
Launched the Ohio Kids Dental website with a Coming Soon landing page
Collected interest via a simple form, prior to opening the online booking portal
Managed a local field marketing coordinator to run pre-launch giveaways via organic social
Combined interest list and giveaway participants to build warm and lookalike audiences
Creative and Tracking
Partnered with an agency to develop three UGC-style video ads that emphasized parent concerns like convenience, trust, and child comfort
Set up Meta and TikTok pixel tracking, along with full GA4 event implementation, to monitor appointment conversions
Campaign Execution
Launched paid social campaigns on Meta and TikTok approximately three weeks before opening
Built campaigns with local geo-targeting, interest overlays, and warm audience targeting
Used early results to reallocate budget toward top-performing platforms and creatives
A/B tested video hooks and messaging variations to optimize CTR and conversion
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Ohio Kids Dental (2 Locations – Pre-Opening Campaign)
Appointments Booked: 454 total, 35 percent attributed to paid social
Meta Cost Per Appointment: $7.75
TikTok Cost Per Appointment: $15.73
Appointment Conversion Rate: 6.45 percent from paid social
Website Traffic Impact: Over 50 percent of site sessions and 53 percent of new users came from paid social
Booking Milestone: Both offices were fully booked for the first month more than 30 days before opening
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Full pixel and GA4 event tracking
UGC-style creative tailored by platform
Geo-targeted interest and lookalike audiences
Campaigns timed after organic audience building
Daily optimization of budget and creative
Soft launch sequencing designed to build urgency and trust
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.
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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
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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
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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
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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
Peds | Google | Search
Ortho | Google | Search
Peds | Google | PMAX
Peds | Google | PMAX
Peds | Meta | Influencers
Peds | Meta | UGC
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.