Beyond the Click: Upgrading Paid Search with CRM Intelligence
Paid search captures customers at moments of explicit intent, but finding true efficiency requires shifting focus from volume to value using CRM audience data.
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Steve R Gibson
Marketing Director
15+ years leading integrated, cross-functional, multi-channel growth for national brands. Expert in connecting customer insight to positioning and full-funnel execution across Search, Social, and Programmatic.
15+ Years Exp
$90M+ Ad Spend
30% Avg Growth
System Status
Intelligence Active
Real-time optimization across all active client portfolios.
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Current Focus
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Machines Talking to Machines
Exploring the **Machine Context Protocol (MCP)** and multi-agent systems. Building architectures where specialized AI agents collaborate directly to execute complex, autonomous workflows.
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Legal AI Integration
Integrating custom AI agents into **law firm case management** workflows to automate document review, client intake, and deadline tracking.
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Ecommerce AI Efficiency
Optimizing product feed attributes and merchant center data pipelines using LLMs to maximize Free Listing visibility and PMax relevance.
Last updated: February 18, 2026 /now
Core Competencies
The architecture of full-funnel growth, moving from strategy to technical execution.
Strategic Leadership
- Integrated Marketing Strategy
- GTM and Campaign Planning
- Budget Ownership ($90MM+)
- Full Funnel Growth
- Revenue Operations (RevOps)
- Team Leadership (15+ people)
AI & Growth Systems
Architecting LLM workflows, predictive audience engines, and Answer Engine Optimization (AEO).
Technical & Analytics Stack
Google Ads GA4 Meta Ads DV360 Amazon DSP Microsoft Performance Max (PMax) Artificial Intelligence (AI) LLM Optimization Looker Studio SQL & BigQuery CRM
Professional Experience
A history of scaling full-funnel performance operations.
Director of Marketing
Fullman Firm | Irvine, CA
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.
- Designed and scaled a paid search + PMax framework across Google and Microsoft, optimizing for qualified consultations via offline conversions.
- Reduced CAC by 17% and increased qualified consultation volume without increasing media budget.
VP, Group Director
Canvas Worldwide | Playa Vista, CA
- 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. Increased Conversion Rate by 6%.
- Partnered on new-business pitches contributing to wins including Wheels Up.
Client Director
Initiative | Los Angeles, CA
- 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%.
Client Director, Search & Video
Garage Team Mazda | Irvine, CA
- 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.
What Colleagues Say
"Steve Gibson is the true definition of a paid search rock star. I’ve been fortunate enough to work with Steve on the Hyundai SEM team at Initiative. In that time, I’ve been able to strengthen my knowledge of paid search strategy. Not only does he know the best practices to optimize and improve account performance, he is also quick to formulate new strategies that utilize new features any of the engines introduce. His years of experience in the industry have given him a wealth of knowledge that he is more than happy to share with his colleagues."
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Ben Pablo
Associate Director, Paid Search at Hearts & Science
"I've had the pleasure of working with Steve aka "The Zen Master" for the past year on the Kia Search business. Steve is a highly experienced marketer with a strong understanding of the power of Search and analytics. Steve can turn a not so exciting conversation about Search into an intriguing story and draw you in. His company-wide presentation of search media was what ultimately lead me to leave display and join the Kia Search team. He is constantly working to find creative solutions to complex problems."
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Parisa Heidari
Performance Marketing & Advertising
"Leading the Hyundai and Kia accounts, Steve was the band leader that kept the team together, culturally and professionally, and I appreciated his open door, hands-on attitude in guiding the strategy, business intelligence of the account. Steve has also provided opportunities to broaden my scope as a search marketer, allowing me to contribute to one-off projects such as Rock in Rio."
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William Saw
Associate Director, Search at Hearts & Science
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Let's Connect
I'm currently open to new opportunities in search and social marketing leadership. Feel free to reach out to discuss how I can help your team achieve its goals.
Email Me