Performance Marketing & Paid Search Strategist

Justin Strader

Austin, TX • 737-***-**** • ***************@*****.***

PROFESSIONAL SUMMARY

Data-driven Paid Search & Performance Marketing Specialist with 10+ years of experience managing Google Ads and Meta Ads campaigns for multi-location Higher Education, automotive, healthcare, aesthetics, home services, wellness, and e-commerce businesses. Proven track record of building campaigns from the ground up, scaling paid media programs, improving conversion performance, and optimizing advertising spend through advanced tracking and data analysis.

Experienced in agency environments managing multiple client accounts while collaborating with SEO specialists, developers, designers, and strategists. Strong expertise in Google Ads, Meta Ads, Google Tag Manager, GA4, Looker Studio, conversion tracking, keyword strategy, retargeting, and performance reporting. PROFESSIONAL EXPERIENCE

Gragg Advertising — Mission, KS

Senior PPC Strategist 2026–Present

• Develop and execute Google Ads strategies across Search, Display, Performance Max, Shopping, and remarketing and Demand Gen campaigns.

• Manage keyword research, campaign structure, ad copy, audience targeting, bidding, budgets, conversion tracking, and A/B testing.

• Build and optimize Apple Search Ads campaigns using keyword targeting, acquisition, and ROAS strategies.

• Develop local search strategies including geo-targeting, local keyword research, Google Business Profile optimization, and campaigns focused on qualified local leads and store visits. E-Commerce specialist in Google Merchant Center, Shopify and Big Commerce product feeds

• Analyze CPA, ROAS, CTR, CPC, conversion rates, attribution, and impression share to identify growth opportunities and improve campaign performance.

• Lead cross-channel paid media initiatives spanning PPC, SEM, local search, audience segmentation, competitive analysis, and conversion optimization. Mentions Marketing — Houston, TX

Director of SEO & Paid Media Strategy 2022–June 2026

• Oversaw strategy across 600+ client campaigns, collaborating with SEO specialists, developers, and paid media teams.

• Built and optimized Google Search and Display campaigns for healthcare, aesthetics, and service- based clients.

• Implemented conversion tracking using Google Tag Manager, GA4, and call-tracking integrations.

• Developed custom Looker Studio dashboards monitoring conversions, CPL, ROAS, CTR, and Quality Score trends.

• Conducted monthly performance assessments to identify performance gaps and recommend actionable optimizations.

• Improved average cost per lead by 28% across service-based accounts through search-query refinement and negative keyword expansion.

• Increased retargeting conversion rates by 34% through segmented audience strategies.

• Managed six-figure monthly advertising budgets across Google and Meta platforms. Reveal Image Aesthetics & Regenerative Medicine — NJ Performance Marketing Manager 2020–2022

• Built Google Ads and Meta campaigns from the ground up for a multi-location medical aesthetics practice.

• Conducted advanced keyword research, ongoing keyword expansion, and ad-copy A/B testing.

• Structured retargeting funnels across Google Display Network and Meta.

• Coordinated creative assets with design teams for paid social campaigns.

• Increased booked consultations by 41% within six months through conversion-focused landing-page and PPC alignment.

• Reduced cost per acquisition by 22% through bid optimization and audience segmentation. Freelance / Agency Consulting — Houston, TX

Paid Media & SEO Strategist 2018–2020

• Managed multiple client accounts across home services, wellness, and e-commerce.

• Launched and optimized Search, Display, and retargeting campaigns through Google Ads.

• Built Meta campaigns using layered audience targeting and lookalike audience expansion.

• Implemented conversion tracking and event configurations through Google Tag Manager.

• Delivered monthly performance reports with ROI analysis and strategic recommendations.

• Maintained client communication, accountability, and ongoing campaign strategy. CORE COMPETENCIES

• Google Ads — Search, Display, Performance Max, Shopping & Remarketing

• Meta Ads — Facebook & Instagram

• Apple Search Ads

• Paid Search & SEM Strategy

• Campaign Buildouts & Account Restructuring

• Enhanced Conversion Tracking & Google Tag Manager

• Google Analytics 4

• Looker Studio & Performance Dashboards

• Keyword Research & Search Query Optimization

• Negative Keyword Strategy

• Quality Score Optimization

• Budget Pacing & Bid Strategy

• Retargeting & Audience Segmentation

• Local Search & Geo-Targeting

• Landing Page Optimization

• Performance Reporting & Strategic Recommendations

• Multi-Account Management

TECHNICAL SKILLS

Advertising Platforms: Google Ads, LSA's, RSA's, Google Ads Editor, Meta Business Manager, Apple Search Ads, Microsoft Ads, LinkedIn Ads

Analytics & Tracking: Google Analytics 4, Google Tag Manager, Looker Studio, Call Tracking Integrations Web & Marketing: WordPress, Landing Page Optimization, SEO, SEM PROFESSIONAL ATTRIBUTES

• 10+ years of paid search and performance marketing experience

• Experienced managing multiple client accounts simultaneously

• Strong analytical and data-driven approach to campaign optimization

• Experienced collaborating across SEO, development, design, and paid media teams

• Strong client communication and stakeholder-management skills

• Focused on measurable performance outcomes and ROI

• Responsive, accountable, and deadline-driven

• Austin-based and available for on-site collaboration

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