I’ve been doing this for twelve years.
I’m still annoyed.

I’m Steve Longoria. I run Google Ads for a living — specifically lead generation accounts where the gap between “we got leads” and “those leads were worth anything” is the whole problem.

I started doing this in 2012, when you could still win by being methodical in an industry full of people who weren’t. That part hasn’t changed. The algorithm has gotten more powerful and less transparent, but the fundamentals are the same: if you’re feeding Google the wrong reward signal, you will get better and better at producing the wrong outcome.

Most of what I write and teach is about fixing the scoreboard before you touch the bidding strategy. The three free courses on this site cover the method I use on every account I take on. I wrote them because clients kept asking me to explain the same three concepts, and at some point writing them down is faster than repeating them.

I work with a small number of clients at a time. Budgets start at $8K a month. Engagements are month-to-month. If I can’t keep a client’s business, I don’t think I’ve earned the right to keep asking for a contract.