Sonia Beroud, paid search consultant

A Paid Search Consultant
Who Keeps You Off the Hot Seat

Because explaining wasted ad spend shouldn’t be part of your job.

Your paid search agency is proud of a rock-bottom cost-per-click on traffic that hasn’t produced a single customer worth talking about. Thanks but no thanks. I’ll bring revenue your CFO stops questioning.

Want paid search that actually pays off?

CONTACT MEABOUT ME

Numbers up, revenue flat

Your Paid Search Reports Look Great… So Why
Aren’t You Hitting Revenue Goals?

Your paid search marketing reports look amazing. So why does your CFO keep questioning the budget?
You’re showing better CTRs, lower CPCs, and more conversions. But when it’s time to prove the business impact? Crickets. 🦗

If your digital marketing agency can’t connect the dots between spend and actual business growth, you’re just funding Google’s next office party.

Your Dashboard Says “Conversions”, Your Revenue Says “Where?”

Your agency proudly reports “record-breaking conversions”. But when you check sales? Nada. Here’s why:

  • Phantom Leads. Congrats, you’re generating form fills from interns, bots, and people who just wanted your free whitepaper.
  • Wrong-Fit Customers. Sure, they converted… only to ghost your sales team because they were never a real prospect.
  • Google’s Taking Too Much Credit. Did PPC really drive that sale, or did they already know about you from a webinar last month?

You don’t need more “conversions.” You need more customers who actually buy.

Conversions This month

Conversions

▲ 263%

Closed-won

$0

▬ 0%
  • 41% bots & spam
  • 33% free-whitepaper grabs
  • 26% ghosted sales

Sales-qualified: 0

You’re Paying for the Wrong Clicks, And It’s Killing Your ROI

Not all clicks are created equal. If your ads are showing up for irrelevant searches, you’re just setting money on fire.

  • You’re Attracting DIYers, Not Buyers. Searches like “how to do it myself” aren’t going to bring you customers.
  • Google Loves Broad Match. But Your Wallet Doesn’t. Your ad just got served to someone looking for “free templates.” Yikes.
  • Low-Intent Searches = High Wasted Spend. If they’re not ready to buy, why are you paying for them?

More clicks don’t mean more revenue. Better clicks do.

Search terms Last 30 days
Search termSpent
  • how to do it myself low intent $420
  • free templates no buyer $380
  • diy tutorial low intent $210
Wasted spend68%

You’re Stuck in “Test Mode”

Testing is great. Until it becomes an excuse for not delivering results.

  • Your agency keeps saying “We’re learning”. But when does the learning phase end and the winning phase begin?
  • Google’s algorithm doesn’t need endless experiments: it needs a clear direction.
  • Your competitors aren’t “collecting data” forever. They’re using it to crush you while you wait for “statistical significance.”
Campaign health Live

Optimizing

80%
  • Gathering data…
  • Adjusting bids…
  • Recalibrating…

Learning phase · month 7 ETA: forever

Guess who’s winning

Google Ads Is Printing Money… Just Not For You

Your Google Ads budget should be fueling business growth, not funding Google’s next shareholder report.
If you’re spending thousands every month with little to show for it, it’s time to change the way you run your paid search campaigns.

Your Brand Keywords Are Eating Your Budget… And
Google Loves It

Your digital marketing agency keeps pushing brand campaigns, but… why are you paying for clicks you’d already get?

  • You’re Buying What’s Already Yours. If someone searches your brand name, they already know you exist.
  • Google’s Making You Pay for What Should Be Free. Instead of ranking organically, you’re shelling out $$$ for your own traffic.
  • Your Competitors Aren’t Even Bidding on Your Name. So… who exactly are you competing against?

Brand campaigns have their place. But if they’re your top spender, something’s seriously wrong.

Budget · Google Ads This month

Budget by campaign

Brand · yourcompany $14,200
Everything else $1,180

#1 organic already yours · competitors bidding: 0

Smart Bidding? More Like Dumb Spending

“Just trust the algorithm,” they said. “It’s optimizing,” they said. And yet…

  • Auto-Bidding Doesn’t Mean Auto-Profit. If your spend keeps climbing, but conversions don’t, something’s broken.
  • Your Agency Isn’t Watching . If they’re blindly trusting Smart Bidding without real strategy, you’re wasting money.
  • Google Doesn’t Care About Efficiency. They care about maximizing your spend, not your results.

Automation should enhance your strategy, not replace it.

Smart Bidding Auto
Maximize conversions
Spend $18,400▲
Cost / conv. ▲

Last human review: never

You’re Running Google Ads, But You Don’t Have a Google Ads Strategy

  • Your Keyword Strategy Is “Whatever Google Suggests”. And that’s why you’re bleeding money.
  • Your Ad Copy Isn’t Selling. It’s Just “There”. And that’s why no one’s clicking.
  • Your Budget Is on Autopilot. And So Are Your Results.

Google Ads works. But only when you work it right.

Campaign settings Account
Keyword strategy Google-suggested
Ad copy Default
Budget Autopilot
Strategy doc None

Twelve people couldn’t. One can.

Say Hello to the Paid Search Consultant
Who Won’t Let Google Eat Your Profits

Google doesn’t need your money: they’re doing just fine. Your business? That’s a different story.
You need a paid search strategy that actually drives profit, not just clicks.

That’s where I come in.

Sonia Beroud, paid search consultant, portrait photo

Throwing more budget at it

Scaling Smart. Not Just Spending More.

Growth shouldn’t mean guesswork. And blindly increasing ad spend is lazy. If your agency is scaling without a clear roadmap, they’re just gambling with your money. I focus on incremental, data-driven scaling that grows revenue first, so you scale with confidence, not panic.

Ads in a vacuum

Full-Funnel Approach. Because Ads Alone Won’t Save You.

Your landing page, conversion flow, and follow-up matter just as much as your ads. I optimize every step, so you’re not just buying traffic: you’re closing deals.

Buried under account managers

No Agency Bloat: You Work Directly With Me

No account managers, no junior intern, no middlemen. Just direct access to an expert who treats your budget like their own.

Want to see what expert paid search can do? Let’s talk.

CONTACT ME

The honest comparison

Consultant math vs agency math vs in-house math

Is your math really mathing? Maybe not.

Option 01

Best fit

Consultant

The senior advantage

Who

Me. Always.

15 years of experience on, well, pretty much everything. Strategy, audits, management, reporting: you name it!

Strategy vs Execution

Both, every week

Strategy that actually ships. Not a 60-slide deck that sits in a Drive folder.

Your business

Embedded, minus the headcount

I read your sales calls, sit in your team meetings, and know your market, competitors, margin.

Continuity

One person. Always the same person.

No account manager rotation. No re-onboarding every three months.

Accountability

Direct line, no buffer

My name is on every result. There’s no PM, AM or intern to hide behind.

Speed

Slack me. Reply today.

No tickets, no triage. Direct channel, senior brain on the other end.

Option 02

Agency

The traditional route

Who

Sold by the senior, done by the junior

Pitched by a director. Executed by whoever started last month (or last week).

Strategy vs Execution

Strategy in the SOW, execution wherever

You pay for the strategist. You get whoever the PM staffed today.

Your business

You’re 1 of 75 accounts

Industry templates with your logo dropped on top. Generic by design.

Continuity

AMs and strategists rotate

Every rotation = a re-onboarding tax you pay in hours and lost context.

Accountability

Diffused across the org chart

AM blames the strategist, strategist blames the specialist, specialist blames the platform.

Speed

Ticket → AM → Strategist → Specialist

"We’ll get back to you in 3 to 5 business days." Awesome.

Option 03

In-house

The internal standard

Who

Whoever you can afford

Senior salary or junior salary, depending on how much you can pay. Plus benefits, taxes, employer contributions...

Strategy vs Execution

Mostly execution

The day-to-day eats the calendar. Strategy gets done at 10pm (or not at all).

Your business

The main focus... with no benchmark

Knows everything about you. Sees nothing about what works elsewhere.

Continuity

~18 months average tenure

Marketing roles churn fast. Your playbook walks out the door with them.

Accountability

On you, at the board meeting

Internal teams own ROI, and also own the defense of it. With no external support or fresh set of eyes.

Speed

Fast (if they’re at their desk)

Real-time when present, blocked when on PTO or in another meeting.

The hard truth, not the nice one

A Growth Partner for CMOs
Who Expect Results, Not Excuses

Because your boss wants answers, not a 40-page report full of vanity metrics.

  1. Strategy

    A Strategy Built for Your Bottom Line. Not Google’s.

    Google makes billions off advertisers who don’t know any better. I make sure you’re not one of them.

    • Intent-Driven Targeting. No more wasting money on broad, low-intent searches.
    • No More Default Settings. Google’s recommendations serve them, not you.
    • Smart Scaling. I grow your campaigns profitably, not recklessly.
    Let’s fix this
  2. Data

    Get Data You Can Trust. Not Just Hope Is Right.

    If your tracking is broken, your decisions are too. Bad data leads to wasted budget, misattributed sales, and campaigns running on guesswork instead of facts.

    • I set up airtight conversion tracking, so every lead, sale, and dollar spent is accounted for.
    • I fix attribution gaps across platforms, so you know exactly where your revenue is coming from.
    • I eliminate duplicate, inflated, or ghost conversions, so you don’t base decisions on fake success.
    Let’s fix this
  3. Bidding

    Smarter Bidding. Because ‘Maximize Conversions’ Is Not a Strategy.

    Automated bidding sounds great… until you realize Google’s goal is to make you spend more, not earn more.

    • I test and refine bidding strategies to maximize ROI, not just impressions.
    • I ensure your bids reflect actual profitability, not just what Google suggests.
    • I prevent overpaying for unqualified traffic by using smarter audience layers.
    Let’s fix this
  4. Landing

    Landing Pages That Sell. Not Just Look Pretty.

    A well-structured account is useless if the landing page kills conversions. I make sure every click has the best shot at turning into revenue.

    • I audit and optimize page speed, because slow sites kill conversions.
    • I align ad messaging with landing pages so there’s zero disconnect.
    • I A/B test layouts, CTAs, and content to drive higher conversion rates.
    Let’s fix this

Spoiler alert: it’s not luck

My Process, Your Success

High-ROI PPC campaigns aren’t luck: they’re built on a repeatable process. Here’s mine.

1. AUDIT

We need to find the leaks before you sink.
No guesswork, just cold, hard data. It’s not sexy, but it works.

Conversion tracking check
Because bad data = bad decisions.
Deep-dive account audit
I find every wasted dollar, weak spot, and missed opportunity.
Keyword & search term analysis
Are you attracting buyers or just bored browsers?
Competitive insights
What’s working for them (and how we do it better).

2. FIX

Time to plug the leaks and lay the foundation for real growth. Stop wasting, start winning.

Kill wasted ad spend
No more funding Google’s next office party.
Tighten targeting
And show up for searches that actually convert.
Rewrite ad copy
Ain’t nobody got time to read copy that sucks.
Landing page alignment
Because a great ad with a bad page = burning money.

3. SCALE

Now we take what works and turn it into unstoppable momentum.

Smarter bidding, better ROI
No more blindly trusting Google’s algorithm.
A/B testing on steroids
Ads, audiences, landing pages: everything gets optimized.
Incremental scaling
More revenue, not just more spend.
Clear reporting, zero fluff
Know exactly what’s driving results, and more importantly, what isn’t.

No Googling required

Tell me what hurts. I’ll handle the fix.

Every one of these is a mess I’ve cleaned up before. Yours is next.

my paid search numbers don’t add up
Suggested fixes6 results
my paid search numbers don’t add up

Paid Search Audit

my agency ruined my Google Ads

Google Ads Management

my Bing Ads are all spam clicks

Microsoft (Bing) Ads Management

my Google Ads bring trials, not revenue

Google Ads for SaaS

 my Shopping ads lose money

E-commerce Google Ads

my Local Service Ads send junk leads

Google Local Service Ads

I’d tell you myself, but…

I'll let my clients do the talking

That's what they said.

I consider Sonia my true secret weapon in SEO. Her level of rigor and professionalism is exceptional. I highly recommend her services to any company that wants to improve its organic visibility.

Tony Villela, Goldtex Tony Villela, Goldtex

It’s a pleasure working with Sonia. She has SO much knowledge in both SEO and paid media and she constantly thinks what can be done to improve our brand’s performance even more. We are very lucky to be working with her!

Noga Mor, Dovly Noga Mor, Dovly

Sonia is outstanding; she has been an absolute game-changer for our company. We wholeheartedly credit Sonia for our renewed profitability and highly recommend her services to any business needing a top-notch media buyer.

Ayman Kaouss, Benisouk Ayman Kaouss, Benisouk

Sonia is by far one of the most talented and sharp digital marketers our company has ever worked with. Since hiring her, our CPAs on Facebook and Google decreased by over 60%. Highly recommend!

Nour Kaiss, Revive Superfoods Nour Kaiss, Revive Superfoods

Sonia is a well-rounded + well-versed marketing professional. She is trustworthy and very knowledgeable about best SEO practices, and always implements everything necessary for our brand to get the best results.

Clarissa Shine, Crow Canyon Home Clarissa Shine, Crow Canyon Home

Sonia was a huge help on both managing our Meta ads and helping us build our SEO strategy. She’s evidently knowledgeable about both subjects and was very kind and patient when showing me the ropes.

Gabrielle Stalker, Bestar Gabrielle Stalker, Bestar

Sonia has helped us turn our paid search efforts into meaningful revenue and a significant source of pipeline. For anyone looking to expand the Google Ad presence and performance of their SaaS, Sonia is a great resource!

Daniel Arons, Kinetisense Daniel Arons, Kinetisense

No surprises on your invoice

What’s included in my paid search packages

As difficult as it is to package paid search, here’s an overview of what you can expect for each service category, with the starting price attached.

Option 01

Paid Search Audit

The first step.

From

$3,000

one-time engagement

  • Conversion tracking
  • Account and campaign structure
  • Bid strategies
  • Performance
  • Keywords and search terms
  • Ad copy and landing pages
Let’s talk about it
Option 02 Best fit

Monthly Management

The work that compounds.

From

$2,000 /month

3-month minimum

  • Conversion tracking setup
  • Keyword research
  • Account and campaign structure
  • Ad creation
  • Ongoing optimizations
  • Monthly reporting
Let’s talk about it
Option 03

Coaching

When you want the brains, not the build.

From

$500 /h

no monthly commitment

  • On-demand paid search support
  • 1:1 strategy calls
  • Individual training sessions
  • Group training sessions
  • Paid search workshops
Let’s talk about it

Yes, even the price one

The Questions Your Paid Search Agency Won’t Answer

All your most pressing questions, I have already answered here. If it’s not in the list, you’ll have to ask me directly.

Sonia Online
Hey there! 👋🏻
Here are the questions I get asked most.
Answers are just a tap away!

Tap to ask

What does a paid search consultant do?
A paid search consultant should do what agencies promise to do, but usually don’t. That means:
Making your budget work for you, not for Google. No bloated ad spend, no wasted clicks, just strategy that drives revenue.
Optimizing constantly, not just ‘setting and forgetting’. The Google Ads landscape changes daily, and if your campaigns aren’t evolving, they’re dying.
Fixing tracking & attribution so you know what’s working. If you can’t measure results properly, you can’t improve them.
Prioritizing revenue, not vanity metrics. Impressions and clicks don’t mean a thing if they’re not turning into sales.
If your current agency is giving you pretty reports full of fluff metrics but no real growth, it’s time to upgrade.

What is the difference between paid search and PPC?
Paid search is PPC, but PPC isn’t always paid search.
PPC (pay-per-click) includes all kinds of paid advertising: think Google, Facebook, LinkedIn, even Amazon.
Paid search is specifically about showing ads on search engines when people actively want what you offer.

What is the difference between paid search and search engine optimization?
Paid search = pay to play. You show up instantly at the top of search results (as long as your campaign is dialed in).
SEO = the long game. You optimize your site, build authority, and hope Google eventually ranks you higher.
Both work, but if you need leads now, paid search wins.

What is the difference between paid social and paid search?
Paid search captures demand: someone already wants your product, and your ad shows up at the right moment.
Paid social generates demand: it puts your offer in front of people who might be interested.
Both have their place, but if you need conversions fast, paid search is the workhorse.

Is PPC marketing worth it?
Done right? 100%. Done wrong? Say goodbye to your marketing budget.
PPC is worth every cent when it’s properly optimized: targeting the right audience, using conversion-driven strategies, and avoiding wasted ad spend.
Otherwise, you’re just giving Google free money.

Should I invest in paid social or paid search?
Depends on your goals.
Want immediate, high-intent traffic? Paid search. Want to build brand awareness and nurture leads over time? Paid social.
The real power move? Doing both strategically, so they fuel each other instead of fighting for budget.

Why does paid search work so well?
Because it’s the only kind of advertising where customers tell you exactly what they need.
No guessing, no hoping.
Someone types in “best project management software,” and boom!
You show up at the top, ready to solve their problem.

What’s the biggest mistake companies make with paid search?
Thinking Google cares about their success. Spoiler alert: It doesn’t.
Google wants you to spend more, not necessarily smarter.
The biggest mistake? Trusting default settings, running broad match everything, and assuming “Maximize Conversions” is a real strategy.
It’s not.

Why should I outsource paid search advertising?
Because Google Ads and Bing Ads are beasts.
Sure, you could DIY it, but unless you love wasted spend, complex algorithms, endless keyword research and constant strategy tweaks, leave it to a pro.
I make sure your budget drives revenue, not just clicks.

How long does it take to see results from paid search?
Faster than SEO, but not instant magic.
If your campaigns are already running, I can typically improve results within weeks.
Starting from scratch? Expect a solid 90 days of testing and optimizing before you really see the magic happen.

What budget do I need to make paid search work?
There's no one-size-fits-all number, but if you're spending less than $5K/month, paid search ads might not be your best bet (unless you're in a super niche market).
The real question isn't how much you spend, it's whether you're spending it profitably.

Why do my PPC campaigns show clicks but no conversions?
If you’re getting traffic but no results, something’s broken. The usual suspects?
Tracking is a mess. If your conversion tracking isn’t set up properly, you’re flying blind. Google might be counting junk actions or missing real sales.
Your landing page isn’t doing its job. If your page loads slower than a dial-up modem or reads like a Wikipedia entry, don’t expect people to convert.
Your offer isn’t compelling. If people click and bounce, your offer might not be strong enough (or clear enough) to make them take action.
Google’s sending the wrong traffic. Broad targeting, lazy automation, or keyword mismatches mean you’re attracting window-shoppers instead of buyers.
The good news? I can fix all of the above.

How much does a paid search consultant cost?
It depends on experience, scope, and whether you’re getting a consultant or a full-blown digital marketing agency.
Some charge a percentage of ad spend, others a flat retainer.
If you’re looking for bargain-bin pricing, though, just know that cheap PPC management is usually very expensive in the long run.

Can you audit my existing PPC campaigns?
Absolutely.
I’ll tear through your account, find what’s bleeding money, and tell you exactly what needs fixing.
No fluff, no sales pitch: just a straight-up reality check on whether your campaigns are working or wasting budget.

What are the next steps if we decide to work together?
First, we jump on a call to audit your current PPC campaigns.
Then, I build a custom strategy based on actual data and keyword research to fix the leaks and scale the wins.
Once we’re aligned, I get to work optimizing your campaigns, so you stop overpaying and start maximizing returns.
Ready? Let’s do this.
Start a real conversation

Stop paying Google’s rent. Time to take what’s yours. Are you in?

Get in touch!

Address:
1295 Des Carrieres Street
Suite 203
Montreal (QC), H2S 0E1
Phone: +438-738-3616
Email: sonia@bersomarketing.com