Alicia R.

Your paid media isn't broken, but something's off, and you can feel it. CAC is climbing, ROAS is inconsistent, or you're spending real budget without knowing what's actually working. That's where I come in. I'm a paid search and paid media strategist with 10+ years across Google Ads, Meta, TikTok, and Bing including campaign management, account builds, and full-funnel strategy. I came up in the agency world through the Publicis network, which means I learned paid search by managing multiple clients, categories, and budgets simultaneously before I ever went in-house. That foundation matters because I don't just run campaigns, I know how to build the system around them. From there I went in-house at high-growth companies like Credit Karma, Freshly, and ByteDance, where the stakes were real and the margin for wasted spend was zero. I've managed $700K+ in monthly ad spend, scaled DTC revenue from under $50K to $1.2M, and boosted ROAS 22% through Google Shopping feed restructuring alone. I know what levers actually move the needle because I've pulled them at scale, across budgets that couldn't afford guesswork. Here's a real example of what I mean. For a youth sports and enrichment center in the NYC metro market, I inherited an account with no conversion tracking, no creative assets, and no automated follow-up system. I built the campaign infrastructure from scratch, launched Performance Max, and generated 105 qualified leads at $33 cost per lead within a month. In the NYC market. Without new creative. Those leads represent $15K to $60K in potential program revenue depending on close rate. The media spend that produced them was under $3,500. That's the kind of math I'm here to build for you. What I help with: - Google Ads - Search, Shopping, Performance Max, and YouTube. Full account builds, structural repairs, campaign management, and ongoing optimization. If your account has been running for a while and you're not sure the structure still makes sense, that's usually where the problem is. - Meta Ads - campaign architecture built to convert, not just reach. Audience segmentation, creative testing frameworks, and funnel-stage targeting so your budget is working at every level, not just the bottom. - Audience strategy - so your budget stops going to the wrong people. Funnel-stage segmentation, exclusion architecture, and audience governance so your campaigns aren't competing against each other or wasting spend on existing customers. - Account audits - if you already have an agency or freelancer running your ads and something feels off, I'll tell you exactly what's wrong. I've managed agency relationships from the client side and I know how to read between the lines of a performance report. - Paid media strategy and channel planning - SOPs, restructure decks, testing roadmaps, and channel playbooks for brands and teams that need the strategic thinking before they execute. Sometimes you don't need someone to run your ads. You need someone to tell you what your ads should be doing and why. I work well across verticals - DTC e-commerce, local services, lead generation, youth programs, home services, and SaaS. If you're spending real money on paid search or paid social and you're not sure it's working as hard as it should, that's the conversation I'm built for. Who I work best with: brands past the "just run some ads" phase. You've got budget, you've got a real business, and you need a strategic partner who can tell you what's actually happening and fix it, not someone who sends you a report once a week and calls it done. I work with founders, lean marketing teams, and companies whose agency relationship has started to feel like a black box. I keep a small client list on purpose. When you work with me, you get me, not a junior account manager following a playbook, not an automated dashboard with nobody behind it. You get someone who has sat in the seat at companies that don't tolerate wasted spend, and who brings that same standard to every account I touch. If your CAC is climbing, your ROAS is soft, or you just want to know whether your current setup is actually working, let's talk.