A Behind-the-Scenes Look at How We Work Together

If you sign up for the Building and Train for your Google Ads, we're going to talk every week.

That's not a sales line — that's just what the service is when I am training you to run your Google Ads.

And somewhere between your tenth Google search for "best Google Ads consultant" and your fifth tab of comparison pages, I think that fact gets buried under credentials and case studies: you're not buying a system, you're choosing a person you're going to think out loud with, on a schedule, for months.

That's worth slowing down on before you book a call with anyone. Including me.

The Résumé Tells You the Wrong Thing

Here's the industry narrative: vet your consultant like you'd vet a vendor. Check the certifications. Read the case studies. Compare the price sheets. Pick the one with the best numbers.

But ask why that's actually the right filter, and it falls apart fast. Certifications tell you someone passed a test. Case studies tell you about someone else's account, not yours. None of it tells you what actually determines whether this works: can you sit across from this person every week, including the weeks your numbers are down, and still trust what they're telling you?

That's the bedrock. Paid search consulting — especially the recurring kind — is a relationship product before it's a technical one. Most consultants who've been doing this a while clear the competence bar. What separates a good year of working together from a miserable one isn't who knows the platform better. It's fit.

So if I'm going to ask you to trust me with your ad spend and your Tuesday afternoons, it seems fair that you get to know who you're actually calling.

A Bit About Me Personally

I'm a mom of three. A dance mom, specifically, which eats more of my week than I expected it to. I've been doing Google Ads for so long it's the one professional skill I'm certain about, the way some people are certain about their handwriting or their left foot.

What most people don't know is that for a while, I left marketing to substitute teach.

I'd just had my third kid, and agency life — the kind of obsessive, always-on account management it demands — wasn't something I could keep giving myself to.

So I stepped away. And what I found, a little to my own surprise, was that the teacher I'd wanted to be as a kid had been hiding inside the marketer the whole time. I didn't leave marketing to go become a teacher. I'd been a teacher the entire time and hadn't noticed.

Why This Isn't Just a Personality Quirk — It's the Business Model

Eventually I got recruited back into PPC, and managing accounts again felt like riding a bike.

I went back to agency work.

And the same thing that pushed me out of agencies the first time started happening again — the structural stuff I've written about agency issues elsewhere on this blog, the stuff that makes agency life hard on the people doing the work and murky for the clients paying for it.

So I left again. This time, to build my own thing.

It took me a long time to figure out who I actually serve. Not "small businesses" or "anyone who runs ads" — actual people, with an actual shared wound from agncies.

What I found was a market of business owners who don't want to outsource Google Ads into a black box. They want to learn it. They're piecing it together from YouTube and AI tools and guesswork, and they don't need someone to take it off their plate — they need someone to close the gap.

That's the whole reason coaching exists as a service: 60-minute calls where someone can just pick my brain on Google Ads.

It's why I do $750 second opinion audits where I open the account on camera, walk through everything I see, and hand over a roadmap — payment upfront, value delivered same day. If those audits alone could keep my business running, I'd happily do nothing else. I love them. I can run them any hour of the day, which matters when you're also someone's mom.

But here's the part that should tell you something, if you're paying attention: my highest-touch, most expensive service is also the one I run the most. Not the audits. Not the quick coaching calls. The Build & Train — the weekly, ongoing relationship — outsells everything cheaper underneath it.

What That Tells You About Your Own Account

If you ran the usual funnel logic, that shouldn't happen. The cheap, fast offer is supposed to be the volume play. The expensive, high-touch thing is supposed to be rare.

It isn't rare for me, because the people who find me aren't shopping for a diagnosis. They're shopping for a person. Most of them have already tried outsourcing once — an agency, a freelancer, sometimes both — and walked away feeling like they paid a lot of money to understand their own business less. They have what I half-jokingly call agency PTSD. And it matches my own experience working inside agencies almost exactly, which is probably why we recognize each other so fast on a discovery call.

That's the same dynamic that shows up inside the ad account itself, if you look closely.

A business owner hires help because they want answers.

If what they get instead is a dashboard and a monthly recap, the trust transaction fails the same way a bad consultant match fails — not because the work was technically wrong, but because nobody closed the gap between "managed for you" and "understood by you."

The Question You Should Actually Be Asking

So here's the challenge, and I'd ask it of myself too if I were hiring someone right now: stop comparing consultants by their case studies. Ask one different question instead — what happens on the call when spend is up and conversions are down. Do they explain it to you, or do they manage your reaction to it? Do you leave the call smarter about your own account, or just calmer?

If you've been burned before, that question matters more than any portfolio will. You're not looking for someone who's never made a mistake in an account. You're looking for someone who'll tell you the truth about it on a Tuesday, in plain language, without making you feel stupid for asking.

The Bottom Line

You're not hiring a vendor if you work with me. You're hiring a voice you're going to hear every week, in the good months and the slow ones. I'd rather you choose me — or anyone — on that basis than on a logo wall.

For what it's worth: I only have one channel for finding clients, and it's this blog.

I built a business on LinkedIn once and watched it stall when the platform changed its reach overnight. So if you're reading this, you're not talking to someone throwing tactics at a wall. You're talking to someone who's had to take her own advice about her own business — which is, I'd argue, the only kind of advice worth taking.