Mathew Berg

I accurately identified and tracked keywords driving conversions and monitored their progress to the final close rate. Also, I leveraged CallRail, a phone call tracking platform, and integrated Google Ads/Analytics to filter out irrelevant clicks from variant keywords, aligning traffic with the client’s need for employer-focused legal representation. Finally, I established a Zapier data feed to automatically transfer each CallRail record into the client’s CRM, Keap.

This way, we could see what Google Ad keyword and campaign drove the phone call lead, track the lead from conversion, and properly disposition those leads into a category—whether they were a closed sale, unqualified employee lead, or non-closed lead. Similarly, each lead form submitted on the site was also pushed into the CRM and Google keyword. Campaign data was attached to the lead record via UTM parameter tracking to track conversion to the final closed sale.

I achieved precise conversion reporting for Google Ad phone calls, site calls, and lead form submissions and optimized Google Ad accounts.

Also, I regionally segmented campaigns to leverage shorter travel times from states closer to Mexico and sorted them using exact matches for accurate bidding and broad matches for new keyword prospecting and capturing long-tail queries.

This setup enabled me to align our bids and budgets with performance by keyword theme, regional target, device type, time of day, and day of week.

Led business efforts to develop Medicare customers’ online lead-generating content assets following SEO best practices. The content was intended to connect ready-to-purchase insurance consumers with carriers and agents. The underlying, primary goal was to make the website content assets attractive for possible buyout/acquisition along with providing a return on investment for owners and equity shareholders.