Cole Raymond

Google Ads Specialist — eCommerce & Performance Marketing

Shopify

Nov 2023 - Present • 2 yrs 10 mos

Managed and optimized Google Ads campaigns for eCommerce and service-based businesses, with a focus on increasing qualified traffic, improving conversion performance, and maximizing advertising efficiency. Developed data-driven strategies across Search, Shopping, Display, and Performance Max campaigns based on business objectives, audience intent, product demand, and conversion data. Conducted keyword research, search-term analysis, competitor research, audience targeting, campaign structuring, ad-copy development, bid strategy selection, and negative keyword management to improve campaign relevance and reduce wasted ad spend. Optimized product feeds and Google Merchant Center data for Shopping and Performance Max campaigns, addressing product disapprovals, missing attributes, policy issues, and feed-quality problems. Implemented and reviewed conversion tracking through Google Ads, Google Analytics 4, Google Tag Manager, and related tracking systems to ensure campaign decisions were based on reliable performance data. Monitored key metrics including CTR, CPC, conversion rate, CPA, ROAS, impression share, search terms, and purchase behavior to identify opportunities for continuous optimization. Worked closely with website and eCommerce teams to identify conversion barriers affecting paid traffic, including product-page quality, landing-page relevance, checkout friction, trust signals, and customer journey issues. Used campaign and audience insights to recommend improvements that aligned paid acquisition with broader SEO, conversion-rate optimization, and sales strategies. Regularly analyzed campaign performance, tested different targeting and creative approaches, adjusted budgets according to performance, and prepared actionable reports to communicate results and optimization priorities to clients and stakeholders.