Felipe Posada - PPC Expert

FAQ

Frequently Asked Questions

Interview-focused Q&A covering strategy, tools, campaign management, and performance.

Tell me about yourself / Your career?

Hello! I’m Felipe Posada, a results-driven and versatile digital marketing professional with more than 15 years of experience helping businesses grow through SEO, PPC, and conversion rate optimization. Lately, I’ve been focusing on lead generation, designing strategies that attract and convert high-quality leads.

In college, I launched two forum websites (AndroidCheats.org and iOSCheaters.com) that grew to over one million subscribers and thousands of daily users. That early venture taught me the power of SEO, user acquisition, and ad monetization, as I transformed a hobby project into a profitable business.

To broaden my experience, I took a role at Shift4Shop (formerly 3dcart) where I sharpened my Google Ads expertise, led extensive SEO campaigns, and mentored fellow marketers. Since then, I’ve worked with a variety of agencies and in-house teams across industries, from e-commerce and hospitality to healthcare, insurance, and entertainment, always focused on delivering measurable results and sustainable growth.

I love discovering new opportunities to help businesses grow, scaling their online presence and exceeding their goals. If you’re looking for an adaptable, passionate, and results-driven marketer to elevate your lead generation and digital strategy, I’d be honored to explore how we can work together.

What tools do you use? | What Software have you used?
  • Google Ads
  • Google Ads Editor
  • Google Analytics
  • Google Search Console
  • Google My Business
  • Google Tag Manager
  • Google Looker (Data Studio)
  • Google Optimize
  • VWO
  • SEM Rush
  • AHRefs
  • Spyfu
  • UberSuggest
  • WordTracker
  • KeywordToaster
  • Microsoft Clarity
  • HotJar
  • LuckyOrange
  • ScreamingFrog
  • Opteo
  • SuperMetrics
What types of campaigns have you ran?
  • Search
  • Dynamic
  • Display
  • Discovery
  • Local
  • Shopping
  • Performance Max
What are your thoughts on Performance Max?

It’s a great campaign type that is on the more difficult side to setup and have it run correctly, you must set it up with the correct audiences signals, audience segments, negative kws and other factors.

Performance Max shows ads on all Google advertising services.

What are your thoughts on Broad Match Keywords?

Google is trying to go back to making users use Broad March Keywords. We’re going full circle around.
In the beginning it was all about broad, then phrase, phrase and exact… then broad match modifiers and single keyword ad groups and now it’s back to phrase and Google is saying their Broad algorithm is getting better and want users to use Broad.

In my opinion, phrase/exact are the way to go, and broad is a great way to spend a lot of money.
A lot of negative keywords have to be implemented for it to work successfully.

How do you build Campaigns, Keywords, Ad Groups and Ads?

I build campaigns in theme formats.
For example, if a website sells web hosting services, I would set up campaigns in theme format for what they sell.

  • Campaign 1 – Dedicated Hosting
  • Campaign 2 – VPS Hosting
  • Campaign 3 – Cloud Hosting
  • Campaign 4 – Shared Hosting

Ad groups would relate to the different plans under each campaign

  • Campaign 1 – Dedicated Hosting
  • Ad group 1 – Self Managed Dedicated Hosting
  • Ad group 2 – Fully Managed Dedicated Hosting
  • Ad group 3 – Other plans.

Keywords would relate to each individual Ad Group

Keywords for Ad Group 1:

  • Windows Self Managed Dedicated Hosting
  • Linux Self Managed Dedicated Hosting
  • Enterprise Linux Self Managed Dedicated Hosting
  • DDOs Protection Self Managed Dedicated Hosting
What Bid Strategies do you use? | What Bid Strategies have you used?
  • Manual CPC
  • Maximize Clicks
  • Target Impression Share
  • Target Cost Per Acquisition (TCPA)
  • Target ROAS (TROAS)

I’ve used all those bidding strategies and they depend on what you are looking for.

For a new account, you can run Manual CPC or Maximize Clicks to get Google’s algorithm some data to work with. Then switch to an automatic bid strategy such as TROAS and Maximize Conversions.

Lead Generation campaigns can benefit more from TCPA since they don’t usually return value for a TROAS setting.
Ecommerce campaign benefit from both TROAS and TCPA, some campaigns perform better on either. Can be a good A/B test experiment.

What are the most important metrics in a campaign?

ALL.

But since you’re asking:

  • Lead Generation:
    Cost, CTR, CPA (CPL), Impression Share.
  • Ecommerce
    Cost, CTR, CPA (CPL), ROAS, Impression Share.
What budgets have you ran? | What is the largest budget you’ve ran?

$25 Million / Year.

What niches have you worked with?

Ecommerce

  • Food Ecommerce
  • Wrist Watches
  • Bike Clothing
  • Weight-loss
  • Dietary Supplements
  • Massage Guns
  • Jewelry
  • Toys
  • Clothing
  • ConnectBooks

Lead Generation

  • Hotels
  • Broadway Plays
  • Drug Rehabilitation Marketing
  • Healthcare Bio Hacking
  • Physicians
  • Psychiatrists
  • Osteoporosis gym
  • TRT
  • Auto Insurance
  • Lawyers
  • Stickers
  • Luxury Car Pickup Service
  • Phone Answering System
  • Home Services
How do you stay up to date with the most recent news?
  • SearchEngineLand.com
  • Slack (I am part of the largest digital marketing channel online, we share news, ideas, and working tactics).
What do you think of the ever changing Google Ads space?

Adaptation is the name of the game.
They throw things at us and we adapt. Changes in keywords matches, broad match modifiers, Performance Max, New Bidding Strategies, Removing ad types, introducing new ad types, etc.

We always have to learn and adapt. And how is that different from any other business?
Nurses, doctors, construction workers, most professions always have to learn new things, and with the fast advancements in technology, we do too.

How would you write good ad copy?

Make sure that they have:

  • Benefits
  • Features
  • Qualifiers / Disqualifiers

Qualifiers and Disqualifiers:
There are many qualifiers and disqualifiers that can be used, one for example is placing the price of the item on the ad so that people who are looking for that specific item do click on the ad, while those looking for cheaper items don’t click. These improves CTR, CPA, and Cost.

Tell me about a time you had a disgruntled client and how handled it?

I once had a client who was unhappy with the performance of their Google Ads account. They had been working with another agency prior to coming to me, and were already skeptical about the effectiveness of Google Ads. On top of that, they had just spent a large amount of money on their latest ad campaign, and were not seeing the results they had hoped for. They were understandably upset, and I knew I had to act fast to regain their trust.

I started by listening carefully to their concerns, and reviewing their account data to understand what had gone wrong. After analyzing the data, I realized that their previous agency had not properly set up conversion tracking with Google Tag Manager, which meant that they had been wasting a lot of money. I immediately got to work on fixing this issue, and within a few days, I was able to optimize their ad campaigns and increase their conversion rates significantly. I also provided them with regular reports and updates, so they could see the progress we were making.

As a result of my efforts, the client’s trust in Google Ads was restored, and they were delighted with the results I was able to achieve for them. They went on to refer the agency I was working for to other businesses in their network, and we continued to work together successfully. This experience taught me the importance of listening to clients’ concerns and proactively addressing issues to build and maintain strong, lasting relationships with clients.

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