Context
Paid Search started from zero—there was no mature Google Ads account to inherit—while Meta already carried serious spend. The mandate was to stand up Search as a real channel, quickly.
Case study · TaxRise
From zero to approximately $1M per month in managed Search spend.
TaxRise is an Irvine-based tax debt relief company with hundreds of employees and a large sales and call-center operation. Meta already carried the bulk of paid acquisition—on the order of ~$1M/month—while Google Ads was still unsolved. I cold-started Search into a primary acquisition channel that could scale with qualified-case quality, not click volume alone. Campaigns, landing pages, tracking, and optimization sat under one operator.
$0 → ~$1M/month · ~$400–$600/case at peak
What I owned
I owned the Google Ads cold-start end-to-end: campaign architecture, landing pages, conversion tracking, and scaling decisions tied to qualified-case feedback—building Search fast against a Meta-heavy paid mix.
What was built
Campaign architecture
Search structure built for tax-debt intent, with geography and offer control designed to scale cleanly as spend increased.
Landing pages and tracking
Landing pages and tracking sat under the same ownership as the campaigns, so measurement and creative could move with the account.
Lead-quality focus
The scoreboard was qualified-case volume and efficiency—not form fills alone.
Results
- Managed Search spend scaled to approximately $35K/day (~$1M/month) across roughly 22 Search campaigns.
- Qualified tax-relief cases at roughly $400–$600 cost per case at peak volume (~200–300 net-new cases/month).
- Conversion rate roughly +210% and CTR roughly +126% during the scale period.
- Paid Search became a primary acquisition channel and outperformed other paid sources on qualified-case volume and efficiency.
- Context: Irvine tax debt relief operation with a large sales and call-center staff; Meta was already at roughly ~$1M/month when Search was still unsolved.
Confidential query data, customer records, internal dashboards, and unsupported revenue/ROAS claims are not shown. Meta spend is directional context from the engagement—not a published Meta ROAS study.
Google Ads managementLanding pagesConversion trackingLead-quality feedback
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