Why I Put So Much of Myself Into This Blog (And Why It Matters for Your Google Ads Audit)

If you’ve been following along here, you’ve probably noticed something: I’ve started weaving more of me into this blog.

Not because I suddenly want to become a lifestyle influencer. Not because I’m bored of writing “how to” articles. And definitely not because I’m trying to be elitist.

I’m doing it because the truth is simple:

SEO‑friendly tutorials don’t actually solve the real problems inside most Google Ads accounts.

They help, sure. They educate. They build trust. But they don’t show you who I am, how I think, or why my audits look nothing like the generic “automated reports” agencies hand out like candy.

Most Google Ads problems aren’t mechanical — they’re behavioral, structural, and rooted in misaligned signals.

And that requires a human with pattern recognition, not a checklist.

This blog shows you where I stand as a person and as a practitioner.

And if you’re a business owner reading this because you have a gut feeling something is off in your account, you deserve to know the person behind the second opinion you’re considering.

Today, I want to share more about my process, my background, and why I care so deeply about protecting business owners from the mess this industry has become.

How Clients Actually Find Me (Hint: I Don’t Chase Anyone)

Most of my clients come to me through my content. I don’t cold email. I don’t cold call. I don’t go to networking events. I don’t slide into DMs.

I publish. I write here. I make YouTube videos, and I publish those to a podcast as well.

It’s a lot of time and emotional energy.

How we got here, LinkedIn used to be my main platform, but when reach dropped last year, I realized something important: I had more to say than what the algorithm wanted to show.

LinkedIn is not as long as a blog post and you need to hook people in to even read - it is a very social platform.

LinkedIn rewards hooks, brevity, and social performance. Google rewards depth, clarity, and expertise.

So I shifted my best, most thoughtful content here — to my blog — and to Search Engine Land and Search Engine Journal.

This blog is where I write the things that matter and I write about topics that shape the industry.

The things that attract the right clients. The things that help business owners understand what’s really happening inside their accounts.

This blog is where I write the things that matter. The things that shape the industry.

Writing this way forces me to stay close to the customer. Every post is rooted in:

• What I’m seeing inside real accounts

• What business owners misunderstand

• What I’d say if you were sitting across from me asking, “Why aren’t my ads working?”

And lately, the answer is almost always the same:

There is something going on in your account. Not because you’re bad at this. Not because your business is broken. But because Google Ads is nuanced, behavioral, and unforgiving and most accounts are built on shaky foundations.

I am often seeing misaligned match types, broken tracking, poor signal quality, and structures that confuse the ads algorithm instead of guiding it.

Why Audits Are My Favorite Thing I Do

I do a lot of consulting work. I do a lot of research. I do a lot of teaching.

But audits? Audits are my favorite. I have called them second looks, a second pair of eyes or anything that doesn’t sound scary, because they should not be scary at all. Getting an audit doesn’t mean anything is wrong, it just can be reasurance or a gut check.

I am certainly not selling them because I want people to have problems but because when they do have problems, I can actually fix them. I can get them on the right path. I can give them clarity they haven’t had in months (or years).

My audit process is simple, but not easy:

1. A Personal Video Walkthrough

You get a 20–30 minute recording of me inside your account, showing you exactly what I see — the waste, the tracking issues, the structural problems, the opportunities.

This really helps business who are looking at the patterns the account is responding to inside the ads account

2. A Prioritized Roadmap

You leave with a checklist broken into:

• Red Flags: Stop the loss

• Yellow Flags: Fix the structure

• Green Flags: Scale what’s actually working

It’s not a pitch for monthly management. It’s not a sales funnel. It’s not a template.

It’s the truth about your data.

And here’s the part most people don’t expect:

I get hired by agencies just as often as I get hired by business owners.

Agencies bring me in when they’re stuck. Business owners bring me in when they’re frustrated.

Either way, I’m the one telling the agency what to do — which is always a little funny, and a little sad, because I wish more business owners found me before the damage was done.

A Little About My Background (And Why It Matters)

I started running Google Ads in 2007 at Nationwide Insurance — back when the platform was barely out of diapers.

I grew up with this industry.

I remember when:

• Google Analytics didn’t exist

• Tag Manager wasn’t a thing

• Match types actually meant something

• You could see real search terms

• Agencies weren’t mass‑producing “PPC managers” with a 2‑week crash course

That history matters. It gives me context younger practitioners simply don’t have. It lets me see patterns others miss. It lets me diagnose problems faster and more accurately.

It’s one of the biggest strengths I bring to the table — and one of the hardest things to communicate unless someone takes the time to read posts like this.

What Breaks My Heart About This Industry

Let me be blunt.

There is a lot of snake oil in Google Ads and PPC.

A lot.

And it breaks my heart to watch good businesses fall for it over and over again.

I recently watched a YouTube video that summed up exactly how I feel: I don’t have a megaphone loud enough to counter the scale at which agencies sell.

They have:

• Cold‑calling teams

• High‑pressure sales scripts

• “Set it and forget it” management models

• Billing practices that rely on clients not paying attention

And business owners — smart, capable, well‑meaning business owners — get burned.

Then they come to me with:

• Broken tracking

• Wasted spend

• Nonsense campaigns

• PTSD from the whole experience

My friends tell me, “Those aren’t your clients anyway.”

But they are, eventually. Because once the damage is done, someone has to clean it up.

And that someone is usually me.

Why I’m Sharing All This

Because if you’re reading this, you’re probably trying to figure out whether we’re a good fit.

You’re probably wondering:

• “Is my account actually broken?”

• “Am I wasting money?”

• “Is my agency doing what they say they’re doing?”

• “Do I need a second opinion?”

And you deserve more than a polished sales page to make that decision.

You deserve to know the person behind the audit. How I think. What I care about. Why I do this work.

If you’ve made it this far, you already know the answer:

I care deeply about protecting business owners from bad Google Ads setups, bad advice, and bad actors.

And if your gut is telling you something is off in your account, it’s probably right.