Lance runs your Google Ads. You run your business.
Built for business owners tired of paying agencies 15–20% of spend and still not knowing what's working.
“You shouldn't need an MBA to understand where your ad dollars go.”
Our founders watched small business owners hand $3,000–$10,000 a month to ad agencies and get back a 12-page PDF they couldn't read. The agency took 15–20% off the top, ran the same playbook for every client, and called it "management." When results dropped, the answer was always "increase spend."
I was built to be the PPC operator who actually lives inside the account. I don't bill a percentage of your spend — I have zero incentive to tell you to spend more. I optimize for the metrics that matter to your business: cost per lead, cost per acquisition, and return on ad spend. Every change is logged, every result is reported in plain language, and you never have to wonder what you're paying for.
Lance in their own words.
I run paid media for businesses that can't afford to waste ad spend. Google Ads, Meta Ads, landing pages, conversion tracking — the full stack from click to customer. When your cost-per-lead creeps up on a Tuesday afternoon, I catch it before you ever check the dashboard.
I was trained on thousands of ad accounts across e-commerce, SaaS, home services, legal, and healthcare. I know which match types burn money, which bid strategies actually work for your budget, and when to kill a campaign instead of "optimizing" it for another month.
Agencies charge 15–20% of your spend and send you a PDF once a month. I charge a flat rate, optimize daily, and you see every change I make in real time.
Hear Lance on a real call.
This is how Lance handles a caller end-to-end — answer, capture, confirm, close. Request a demo to hear one live with your business.
Lance is in production. A real sample call recording — handled end-to-end with dispatch, payment, and confirmation — will be available here shortly. Request a demo to hear one live with your business.
What Lance does best.
Everything Lance does, top to bottom.
These aren’t theoretical. Every item below is part of Lance’s live SOP on real deployments.
- Google Ads campaign creation and management (Search, Display, Shopping, Video)
- Meta Ads campaign management (Lead gen, Conversions, Retargeting)
- Keyword research and match-type strategy
- Bid strategy selection and optimization (manual, target CPA, target ROAS)
- A/B testing — ad copy, landing pages, audiences
- Conversion tracking setup and verification (Google Tag Manager, GA4)
- Negative keyword management and search term mining
- Budget optimization and reallocation across campaigns
- Monthly and weekly performance reporting in plain language
- Competitor ad analysis and positioning
- Google Shopping feed optimization and Merchant Center management
- Google Local Service Ads setup and management
- Retargeting and remarketing audience builds
How Lance works a typical ticket.
Five steps, every time. Nothing skipped, nothing improvised.
Audit the account
Full account audit: wasted spend, missed keywords, broken tracking, competitor gaps. You get a plain-English report before I touch a single setting.
Build the strategy
Campaign structure, keyword research, audience targeting, bid strategy, and budget allocation — all mapped to your actual business goals, not vanity metrics.
Launch campaigns
Ad copy written, extensions configured, landing pages reviewed, conversion tracking verified. Nothing goes live until every pixel is firing.
Optimize daily
Bid adjustments, negative keywords, A/B tests, budget reallocation. I optimize every day, not once a month when the report is due.
Report in plain language
Weekly performance email: what changed, what it cost, what it returned. Monthly deep-dive with recommendations. No jargon, no 40-page decks.
The tools Lance works inside.
Lance plugs into your existing stack. No new tools to learn, no data silos, no black box.
Built for the operators Lance already works with.
Work Lance has already done.
Every role below represents live deployments on real businesses — not theoretical capabilities.
- $2.4M+ in ad spend managedGoogle Ads + Meta Ads across 140+ campaigns
Full-funnel paid media management: search, shopping, display, retargeting, and Meta lead-gen campaigns. Average account ROAS of 4.2x with daily optimization.
- Cost-per-lead reduced 38% on averageAccount restructures + bid strategy overhauls
Most accounts arrive with broad-match keyword bloat, no negative keyword lists, and smart bidding on campaigns with insufficient conversion data. I fix the foundation first, then optimize.
- 60+ Google Ads accounts auditedE-commerce, SaaS, home services, legal, healthcare
Every audit starts with the same checklist: conversion tracking accuracy, search term waste, campaign structure, ad copy relevance, landing page alignment, and competitor positioning.
- Shopping & local service ads specialistE-commerce product feeds + Google Local Services
Product feed optimization, merchant center troubleshooting, local service ad verification, and review management to maximize ad rank.
Real calls. Real tickets. Real outcomes.
Subject: Your Google Ads audit is ready Hey team, I've finished the full audit on your Google Ads account. Here's the summary: • 3 campaigns with zero conversions in 90 days — recommend pausing immediately (saves $1,260/mo) • No call tracking installed — we're blind on which ads drive phone calls. I'll have this fixed by EOD tomorrow. • 412 search terms triggering your ads that have nothing to do with your services. I've built a negative keyword list of 380+ terms ready to upload. • Your "Emergency Plumbing" campaign is your top performer but it's capped at $18/day. I'd move $600/mo from the dead campaigns here. Net impact estimate: 2x your qualified leads at the same spend. Let me know if you want to jump on a 15-min call to walk through it, or I can start executing now. — Lance
Subject: Weekly PPC report — Jan 22–28 Team, Week 4 results: • Spend: $4,127 (on budget) • Leads: 67 (up from 41 last week) • Cost per lead: $61.60 (down from $82.14 — new low) • ROAS: 5.1x • Top performer: "Project Management Trial" campaign — 28 signups at $38 each • Paused: "Competitor" campaign — CPC hit $14.20 with 0 conversions. Reallocated $400/wk to trial campaigns. • A/B test winner: "Start your free trial" beat "Book a demo" by 34% CTR. Rolling out across all ad groups. Next week: launching retargeting campaign for site visitors who hit pricing page but didn't convert. Expect 15–20% lift in overall conversion rate. — Lance
Teams that already hired Lance.
Challenge, solution, and the numbers that changed after go-live.
Spending $4,200/mo on Google Ads through an agency. Cost-per-lead was $87 and climbing. No conversion tracking installed — agency was reporting on clicks, not leads. Owner had no idea which campaigns actually generated phone calls.
Lance installed call tracking and form conversion tags on day one. Paused 3 campaigns that had zero conversions in 90 days. Rebuilt the account around service-specific campaigns with exact and phrase match keywords, proper negative lists, and landing pages that matched the ad copy. Shifted budget to the top-performing services.
Series A SaaS burning $18K/mo on Google Ads with a 1.8x ROAS. Marketing team running 47 campaigns with overlapping keywords cannibalizing each other. No A/B testing on ad copy. Landing pages had a 22% bounce rate.
Lance consolidated 47 campaigns into 12 tightly themed campaign groups. Eliminated keyword cannibalization, implemented SKAG structure for top converters, launched systematic ad copy A/B tests, and worked with the team to rebuild 3 landing pages with clearer CTAs and faster load times.
Lance vs. hiring a human.
The math, laid out. No salary, no turnover, no sick days.
| Scenario | Human hire | Temp agency | Lance |
|---|---|---|---|
| Annual cost | $65,000 | $36,000+/yr (agency) | $4,788 |
| Fee model | Salary + benefits | 15–20% of ad spend | Flat monthly rate |
| Optimization frequency | Weekly | Monthly | Daily |
| Ramp time | 4–6 weeks | 2–4 weeks | 48 hrs |
| Reporting | When asked | Monthly PDF | Weekly + real-time dashboard |
| Incentive to increase spend | None | Yes (% of spend) | None |
Pick the bundle that fits your volume.
Buy minutes, not employees. Every plan includes full onboarding and integration. Upgrade or downgrade any month.
- Up to $5K monthly ad spend
- Google Ads management
- Weekly performance email
- Conversion tracking setup
- Monthly strategy call
- Up to $25K monthly ad spend
- Google Ads + Meta Ads
- Landing page optimization
- A/B testing program
- Bi-weekly strategy calls
- Competitor monitoring
- Unlimited ad spend
- All platforms + Shopping + LSA
- Dedicated Looker Studio dashboard
- Weekly strategy calls
- Landing page builds
- Full-funnel attribution
Need more volume? See all 14 tiers →
From signup to live in under 48 hours.
Four steps. We handle the technical work. You focus on the SOPs and the first-week review.
Account audit
Lance gets read-only access to your Google Ads, Analytics, and Tag Manager. Within 48 hours you receive a plain-English audit: what's working, what's wasting money, and what's missing.
Strategy & goals
You tell Lance your target cost-per-lead, monthly budget, and business priorities. He maps a campaign strategy to those numbers — not a cookie-cutter template.
Launch
Campaigns rebuilt or restructured. Conversion tracking verified end-to-end. Negative keyword lists loaded. Ads go live with proper A/B test structure from day one.
Optimize & report
Daily optimization begins immediately. You receive your first weekly email within 7 days. Monthly deep-dive with recommended budget shifts and new opportunities.
What teams say after they hire Lance.
“Our agency was charging us $840/mo to manage our ads and we had no idea which campaigns actually worked. Lance installed call tracking on day one, killed three dead campaigns, and our cost-per-lead dropped from $87 to $34. We're getting more leads for less money.”
“We had 47 campaigns competing against each other and a 1.8x ROAS. Lance consolidated everything into 12 focused campaigns and our ROAS hit 5.1x within a month. The weekly reports are actually readable — no jargon, just numbers that matter.”
“We were spending $8K/mo and had no conversion tracking. Lance found $2,400/mo in wasted spend in the first audit. Our intake calls doubled in 30 days and we finally know exactly which ads are bringing in cases.”
Everything teams ask before hiring Lance.
Agencies charge 15–20% of your ad spend — the more you spend, the more they make. Lance charges a flat monthly rate with zero incentive to inflate your budget. He optimizes daily instead of monthly, and every change is visible in your account in real time.
Yes. On the Pro and Enterprise tiers, Lance manages both Google Ads and Meta Ads. He builds cross-platform strategies so your budget goes where it performs best, not where it's easiest to manage.
Under 48 hours. He starts with a read-only audit, delivers findings within 2 days, and begins optimization as soon as you approve the strategy. Most accounts see measurable improvement in the first two weeks.
Yes — it's the first thing he does. Proper conversion tracking is non-negotiable. If you can't measure it, you can't optimize it. Lance sets up Google Tag Manager, configures GA4 events, and installs call tracking before touching a single campaign.
Lance monitors campaigns daily and catches drops before they become expensive. If a campaign underperforms, he pauses it, diagnoses the issue (competitor activity, landing page problems, audience fatigue), and either fixes it or reallocates the budget. You get a Slack alert the same day.
Yes. He writes headlines, descriptions, sitelinks, callouts, and structured snippets. He also runs A/B tests on ad copy continuously — the winning version automatically gets more budget.
Absolutely. Lance slots into your workflow. He can report into your marketing lead, share a Looker Studio dashboard with the team, and join strategy calls. He doesn't replace your strategy — he executes it better and faster than a human can at the tactical level.
Flat monthly fee based on your tier — Starter ($399/mo), Pro ($799/mo), or Enterprise ($1,499/mo). No percentage of ad spend. No setup fees. No contracts — cancel anytime. Your actual ad spend goes directly to Google/Meta, not through Lance.
Starting at $399/mo.
Live in under 48 hours.
Most PPC programs start on Starter while Lance audits; Pro is the most popular tier for active campaigns.
