Paid search audit
A full review of account structure, tracking accuracy, budget allocation, and bidding strategy across Google Ads and/or Microsoft Ads, with a prioritized list of what to fix first.
Request a paid audit →KSENIIA SHERMIN / PERFORMANCE MARKETING MANAGER
Paid search.
Lead quality.
Room to scale.
I help B2C, B2B, and service businesses grow through Google Ads, Microsoft Ads, and paid social. Hands-on account management, from tracking foundations to scaling acquisition.
Building your team? Explore full-time & fractional fit →
STRATEGY + HANDS-ON EXECUTIONBuilt around business goals.
10+Years of experience
$100K+Daily ad spend managed
PAID SEARCH & PAID SOCIAL
Google Ads · Microsoft Ads
Meta Ads · LinkedIn Ads
SELECTED RESULTS
Real accounts. Real outcomes.
Health Insurance
5Xlead gen growth in 2 years
iHealthQuotes.com
Scaled the whole lead gen program 5X in 2 years, helping the brand reach #24 on the Inc. 5000 list in 2025
See the context & work behind it →Mental Health
90days to operational scale
Riverhouse Wellness (riverhousewellness.com)
Reached operational scale within 90 days
See the context & work behind it →Insurance Lead Gen (Multi-Vertical)
$100K+managed daily ad spend
Insurance Lead Gen at Scale
Consistently hit KPI and daily budget targets across all six verticals, and scaled the health insurance vertical by 25X
See the context & work behind it →E-commerce (Home Appliances)
36Xgrowth in monthly orders
E-techno
Grew monthly orders by 36x and reduced cost per order by 2.5x
See the context & work behind it →FROM A COLLEAGUE
Sienna is a terrific SEM manager! She is extremely knowledgeable about all things Google Ads and she knows how to deliver results. During the high seasons in our business, Sienna always showed up ready to deliver value, regardless of how long the hours were. Thank you Sienna for all the support and hard work!!!
Rodolfo Marrero
CTO & Co-Founder at Excel Impact, LLC
LinkedIn recommendation, November 2024
WORK WITH ME
Start where your account needs help.
Consultation
A focused strategy session. Bring your specific questions or roadblocks, leave with a concrete plan.
Discuss a consultation →Ongoing management
Ongoing, hands-on management of your Google Ads, Microsoft Ads, and/or Meta Ads accounts, built around a predictable lead pipeline.
Discuss your account →Not sure which fits? Start with a free intro call ↗
PLATFORM EXPERTISE
Paid search is where I live.
Paid search is where I live. Over 10 years running Google Ads and Microsoft Ads accounts at scale means knowing the auction mechanics, the bid strategy tradeoffs, and the reporting quirks well enough to know when to trust the platform's automation and when to override it.
Google Ads
Search, Display, Performance Max, Shopping, and YouTube. Comfortable building account structures for scale, tuning Smart Bidding strategies, and getting conversion tracking right before touching anything else.
Microsoft Ads
Microsoft Ads is not just an import job from Google Ads. It's a genuinely different platform with its own auction dynamics and audience network, and it rewards a different approach. Years of hands-on Microsoft Ads campaign management have consistently delivered strong traffic, lead quality, and ROI.
Also experienced with: Meta Ads, LinkedIn Ads, and other PPC platforms depending on where the audience actually is.
Industries
I've run paid search and lead generation campaigns across health insurance (ACA, U65, and Medicare O65), life and final expense insurance, auto and home insurance, mental health and behavioral health treatment, telecom and internet service providers, e-commerce, including home appliances and consumer goods, and B2B SaaS.
How I Work
Start with the goal, not the tactic. I focus on the number that actually matters, usually lowering cost per action and scaling conversion volume at the same time, not one at the expense of the other.
Fix the foundation first. Before touching bids or creative, I make sure tracking and data are accurate. Every scaling decision after that is only as good as the data it's built on.
Then experiment relentlessly. Once the foundation is solid, I test across every layer of the account, including bidding strategy, audience signals, ad copy, and landing pages, to find what actually moves the number.
FOR HIRING MANAGERS
A strategic lead.
A hands-on operator.
10+ years of in-house and agency-side experience managing large-scale lead gen accounts. Open to full-time and fractional Performance Marketing Manager roles.
EXPERIENCE
Director of Marketing
P7 Ventures · May 2024 to July 2026
Founder & PPC Consultant
Smart PPC · May 2023 to May 2024
Head of PPC / Senior PPC Strategist / PPC Specialist
Excel™ · April 2018 to June 2022
View complete career history →FROM THE BLOG
Microsoft Ads vs Google Ads: Cost, Competition, and Bot Traffic (2026 Data)
Read the article →What's included in a paid search audit?
A full review of account structure, tracking accuracy, budget allocation, and bidding strategy across Google Ads and/or Microsoft Ads, with a prioritized list of what to fix first.
Do you work with e-commerce accounts?
Yes, I have experience with large appliance e-commerce (30,000+ items) and I've worked across a wide range of consumer product categories, from electronics and home goods to outdoor, personal care, and apparel.
Which platforms do you work with?
Google Ads, Microsoft Ads, Meta Ads, LinkedIn Ads, and other PPC platforms depending on where your audience is.
Which industries have you worked in?
Health insurance (ACA, U65, and Medicare O65), life and final expense insurance, auto and home insurance, mental health and behavioral health treatment, telecom and internet service providers, e-commerce, including home appliances and consumer goods, and B2B SaaS.
Do you sign NDAs?
Yes, if needed.
LET'S TALK
What's next for your paid search?
Tell me a bit about your account and what you're looking for, and I'll follow up within 1-2 business days.
Hiring for a full-time or fractional role? Tell me about the team and the opportunity.
Prefer to talk? Book a free intro call ↗★★★★★
Kseniia did several PPC audits for us and she was insightful, succinct and technically very proficient. I wouldn't have any hesitation working with her again.
Updated: August 2026