Steve R Gibson

Owned performance marketing, paid search, and full-funnel growth for a national debt-relief law firm.

• Built an AI-assisted audience engine, automated qualification workflows, and cross-channel measurement processes that improved lead velocity and revenue predictability.
• Designed and scaled a paid search + PMax framework across Google and Microsoft, implemented feed-driven DCO for legal services, and integrated offline conversions from CRM to optimize for qualified consultations instead of raw leads.
• Operationalized weekly KPI cadences (ROAS, CPQL, win-rate, velocity), improved forecasting accuracy, and aligned media pacing with attorney capacity and intake operations. Reduced CAC by 17% and increased qualified consultation volume without increasing media budget.
• Introduced attribution through GA4, call tracking, and form tracking; implemented conversion imports and server-side events; and standardized negative keyword governance and remarketing ladders to reduce wasted spend and improve funnel efficiency.

• Led a 15-person cross-channel team across Search, Programmatic, and Social for Hyundai, Kia, Genesis, and others.
• Managed $90MM+ in annual media; instituted portfolio bidding frameworks and experimentation standards. Increased Conversion Rate by 6%.
• Partnered on new-business pitches (programmatic, search, and audience capabilities), contributing to wins including Wheels Up.

• Unified paid search with programmatic prospecting and retargeting (RLSA) for Hyundai, Kia, Best Western.
• Introduced ROI portfolio approach: increased in-market impression share by 15%, reduced CPC by ~20%, lower CAC by 10%.
• Built process for PMP deals and viewability targets; trained distributed teams on trafficking and QA.

• Designed Super Bowl-week YouTube and Search strategy delivering highest-viewed auto spot without in-game buy.
• Merged paid search and SEO operations; cross-trained Display and Programmatic.