David Lopez
Google Ads and Paid Search
David Lopez is a Melbourne-based Google Ads and paid search specialist who has been managing campaigns since 2008.
He takes on underperforming accounts and rebuilds them: campaign structure matched to real search intent, wasted spend cut off at the search term, measurement that reports revenue rather than form fills, and continuous optimisation instead of leaving the algorithm to it.
Melbourne, VIC, Australia
- 3-tier offline conversion tracking a Melbourne e-commerce and services client CRM deal value to Google Ads and GA4
- 5 → 17 ad groups by service and suburb Milone's Tree Solutions, via Emote Digital Nov 2025 account rebuild
- 3 FAULTS found from one symptom an ASX-listed client Jan 2026, verified in production by the client's own technical team
- 2008 managing campaigns since Melbourne agency teams 18 years
- 11 Skillshop certifications Google Skillshop current, 2026
More than ten years of my paid search work has been agency-side, running campaigns across Search, Display, Shopping, Video and Performance Max. I hold 11 current Google Skillshop certifications.
Most accounts reach me underperforming. I align campaign structure with real search intent, cut the budget leaking into search terms that were never going to convert, and rebuild the measurement so bidding optimises on revenue rather than form fills. Automated bidding optimises towards whatever you feed it, so I stay in the search terms report every week rather than leaving the account to the algorithm.
Measurement runs the whole funnel: Google Tag Manager, dataLayer architecture, GA4, and CRM-connected offline conversions that tie ad spend to closed deal value. I build the landing pages the campaigns point at as well.
Capabilities
Search Engine Marketing & PPC
- Google Ads across Search, Display, Video, Shopping and Performance Max
- Search term auditing and negative keywords to cut wasted spend
- Keyword research, bid strategy and budget management
- Campaign structure, audience targeting and remarketing
Analytics, Tracking & Attribution
- Google Tag Manager implementation, dataLayer architecture and event tracking
- GA4 implementation, configuration and performance reporting
- Full-funnel attribution connecting ad spend to closed deal value, including CRM-connected offline conversions
- Reporting and dashboards: Looker Studio, AgencyAnalytics
CRO & Web Development
- WordPress theme and template development, Gutenberg-first, built to SEO and CRO best practice
- Landing page creation, A/B and multivariate testing
- Site speed diagnostics and Core Web Vitals remediation
- Platforms: WordPress, Shopify, HubSpot, Joomla, Drupal, BigCommerce, Wix
Client & Stakeholder Account Management
- Account management and senior stakeholder presentation across agency environments
- Performance reporting, quarterly business reviews and roadmap development
- Translating technical SEO into commercial recommendations
- Cross-functional collaboration with content, dev, paid and creative teams
Case studies
3-TIER
OFFLINE ATTRIBUTION
Offline conversion tracking: tying closed deal value back to the ad click
A Melbourne e-commerce and services client was bidding Google Ads on form submissions with no visibility into which leads became customers. I moved the account off thank-you-page tracking onto verified form events, then built three-tier offline conversion tracking so closed deal value from the CRM reports back against the click that produced it.
Read the full case study, including what it deliberately does not claim
5 → 17
AD GROUPS, BY SERVICE AND SUBURB
Rebuilding a Google Ads account around service and suburb intent
Three overlapping campaigns splitting one daily budget, 118 keywords of which about 70% were broad match, and no account-wide negative list. I audited it against the export, consolidated it to one Search campaign and rebuilt it into 17 ad groups by service and by suburb, each with its own ads and its own negatives.
3 FAULTS
FROM ONE SYMPTOM
Google Ads conversions blocked by consent ordering, not by the tag
Conversions were not arriving in an ASX-listed client's Google Ads account and two technical teams had been on it for three months. The tag was firing correctly every time. Three faults came out of one symptom, and the fixes were verified working in production by the client's own technical team.
Read the full case study, including what a confirmed deployment still does not prove
Certifications
11 current Google Skillshop certifications and 12 Anthropic certifications.
Questions
What does David Lopez specialise in?
Google Ads and paid search across Search, Shopping, Video and Performance Max. He specialises in taking over underperforming accounts: aligning campaign structure with search intent, eliminating wasted spend through search term auditing and negative keyword management, rebuilding the conversion tracking so bidding optimises on revenue, and running continuous optimisation rather than relying on automated bidding unattended.
Which Google Ads campaign types has he run?
Search, Display, Shopping, Video and Performance Max, plus Microsoft Advertising. He holds 11 current Google Skillshop certifications, covering Search, Display, Shopping, Video, Measurement and Performance Max among others.
What results has he delivered?
For a Melbourne e-commerce and services client he built three-tier offline conversion tracking, so CRM deal value flows back into Google Ads and GA4 and bidding can optimise on revenue instead of form fills. He also migrated the account off thank-you-page tracking onto verified form submission events, preserving the legacy tag's history through the change. The engagement ended before enough closed sales had accumulated to report a bidding result from it.
Can he set up conversion tracking and attribution?
Yes. Google Tag Manager, dataLayer architecture and GA4, through to three-tier offline conversion tracking that pushes CRM deal outcomes back to Google Ads so an account can bid on revenue.
Where is he based?
Melbourne, Australia. He works with clients and teams across Australia.
Is he available for work?
Yes. He is open to permanent and contract roles in SEO, paid search and digital marketing, across Melbourne and remote.
Get in touch
Tell me about the role and I will come back to you. If you would rather not use a form, I am on LinkedIn.