Michael Hoskins

• 100% ROI — Full Investment Recovered in 60 Days
• $3.29+ Million — Total Media Budget Managed
• 4 Regions — Simultaneous ABM Markets Launched
• 3 Agencies — Cross-agency Coordination Led

Kaiser Permanente needed to penetrate the construction industry employer market across four US regions simultaneously, with no existing playbook. The campaign required coordinating two agencies, multiple stakeholders, and a complex multichannel funnel while building creative, compliance workflows, and tracking infrastructure from scratch.

I designed and launched a full-funnel ABM campaign across LinkedIn Ads, 6sense intent display, content syndication, and Marketo email. I built audience segmentation using target account lists, developed TOFU through BOFU creative, and coordinated creative development, ADA compliance, legal review, and UTM tracking across Intelligent Demand and Hearts & Sciences.

I recovered 100% of the $3.29 million investment within 60 days of launch across four regional markets, establishing a repeatable ABM playbook for future Kaiser Permanente growth plays.

• $500,000 — Incremental Event Promotional Budget Managed
• 4 Channels — Paid Media Across Google PMAX, LinkedIn Ads, Demandbase, and Meta Ads
• 2 Goals — Event Registrations and First Meetings Set Driven

TriNet needed to drive registrations for a 3-day virtual and in-person HR conference while simultaneously converting event interest into a qualified sales pipeline through First Meetings Set for its PEO services.

I managed $500,000 in incremental paid media across Google PMAX, LinkedIn Ads, and Meta Ads to drive event registrations and the FMS pipeline. I worked cross-functionally with creative, event marketing, and executive stakeholders to align messaging, targeting, and conversion strategy across virtual and in-person audiences.

I delivered qualified event registrations and First Meetings Set for TriNet PEO prospects, contributing to a 17% year-over-year increase in client consultations as part of a broader $5+ million demand generation program.

• 82% — Revenue Growth Within 10 Months
• 36% — Increase in New Patient Volume
• $800,000+ — Monthly Paid Media Budget Managed
• 44 — Clinic Locations Managed Across Search and Social

A 45-location dental implant organization (DSO) lacked a cohesive paid media strategy, tracking infrastructure, and team to scale patient acquisition across Google, Bing, and Meta at the national level.

I served as an outsourced digital marketing director, building a full paid media architecture across Google Ads, Bing Ads, and Meta Ads from the ground up. I implemented tracking infrastructure, multi-location budget allocation, BOFU retargeting for implants and All-on-4, and led and mentored the internal paid media team.

I increased new patient volume by 36% and revenue by 82% within 10 months by building a scalable, full-funnel paid media program across 40 clinic locations nationwide.

• 45% — Increase in Lead-to-consultation Conversion Rate
• 28% — Decrease in Wasted Ad Spend Through Negative Keyword Strategy
• 40% — Improvement in Click-through Rate After Account Restructure
• 58% — Lift in Conversion Rate from Landing Page Optimization

The agency needed senior paid media expertise to support both internal strategy and direct client-facing campaign work. Google Ads and LinkedIn campaigns were underperforming in the wealth management vertical; end clients saw weak conversion rates on Google and Meta Ads despite solid traffic, and landing pages were misaligned with campaign intent, hurting lead capture.

Rebuilt Google Ads and LinkedIn Ads accounts with new campaign structure, audience targeting, and negative keyword strategy aligned to wealth management intent. Served as an embedded agency representative managing Google Ads and Meta Ads directly for end clients (RIAs and PE-backed advisory firms), optimized landing pages to align with campaign messaging, and partnered directly with the CMO on paid media strategy, account roadmap, and ongoing performance reporting. Established a testing cadence across creative, audiences, and bidding strategies.

Delivered a 45% lift in lead-to-consultation conversion rate, a 28% cut in wasted ad spend through negative keyword strategy, a 40% CTR gain after account restructure, and a 58% conversion lift from landing page optimization.

• 240% — Growth in Organic Traffic Over 6 Months
• 60% — Growth in Organic-driven Patient Leads Quarter-over-quarter
• 45+ — High-intent Queries Cited in Google Ai Overviews, ChatGPT, and Perplexity
• 12,000+ — Programmatic Directory Pages Indexed with Full Structured Data Coverage

Dental Implants is among the most competitive verticals in digital marketing, with paid search CPCs ranging from $60 to $ 80. Patients lacked a central resource to compare local providers, and research was shifting to AI channels such as Google AI Overviews, ChatGPT, Claude, and Perplexity. A new site with zero domain authority would need to win in both traditional SERPs and AI answer engines.

I built DentalImplantDirectory.com as a programmatic SEO and AEO-first marketplace. I architected programmatic pages covering thousands of practices across hundreds of local markets, with comprehensive structured data (LocalBusiness, FAQPage, medical schema). For AEO, I formatted content in direct-answer blocks, aligned FAQs to the questions patients ask AI assistants, and built topical authority through a dual-track content engine, positioning the site as a citable source for AI Overviews, ChatGPT, Claude, and Perplexity. 1st-party tracking tied every organic visit to qualified patient leads.

Organic traffic grew 240% in six months, with 12,000+ pages indexed. The site earned AI Overview, ChatGPT, and Perplexity citations for 45+ high-intent queries, and organic patient leads grew 60% quarter-over-quarter.