This will be the last issue you’ll receive here on Substack.

I’ve decided to move The Full-Stack Marketer newsletter exclusively to Kit. That’s where I’ll be sending my weekly marketing newsletter moving forward — packed with quick tips, new platform strategies, and the deeper insights you’ve come to expect from me.

Why the move?

• Kit gives me more flexibility to share both bite-sized marketing tidbits and longer, strategy-driven breakdowns.

• It’s easier for me to grow the newsletter and build future digital products I’ve been planning.

• And most importantly: I want all of us together in one place, not scattered across platforms.

One more note:
I’ll also be paywalling all content here on Substack. Think of it as an archive moving forward. If you want ongoing, free weekly access to my marketing strategies, make sure you’re signed up with me on Kit.

👉 Join me on Kit for Free

Looking ahead:
Eventually, all of my content will live on my own website (not a third-party platform) so that everything is under one roof. Kit is the next step toward that vision, and I’d love for you to come along.

And if email isn’t your thing, you can also keep up with me here:

• 𝕏

• LinkedIn

• Facebook

• Instagram

• YouTube

I’m grateful you’ve been here with me on Substack, and I’m excited for what’s next. I’ll see you over on Kit!

Talk soon,
Virginia
The Full-Stack Marketer

We had a few good conversations, including one about whether I’d share some of my Google Ads strategies.

But the ti…

Read more

Leadership Isn’t What You Think

At our scrap yard, we’ve recently been training some of our key team members in leadership.

On the surface, that might sound like we’re giving them authority. But what i…

Read more

It’s not just about running ads — it’s about running the right ads at the right time. By pairing the funnel with the right platforms, you’ll create a system that meets people exactly where they are.

Top of Funnel: Discovery with Meta (Facebook/Instagram)

Best for: Awareness

• Meta’s targeting is unmatched for discovery.

• Use videos, carousels, or photos to highlight:

  • Who you are

  • What problem you solve

  • Why people should care

• Keep it light, visual, and memorable — you’re not asking for a purchase yet.

Read more

If you’ve ever wondered why some people just scroll past your ad while others are ready to buy, it’s because not everyone is at the same stage in their decision-m…

Read more

I see this happen all the time:
A business owner hears Google Ads is great for getting more customers. They create an account, pick a few keywords, set a d…

Read more

I run marketing for a scrap yard — not exactly the kind of business you p…

Read more

The Budget-Saver Most Marketers Overlook

Negative keywords are the unsung hero of PPC performance.

Most advertisers stop at broad match or rely on Google’s “Smart” features to auto-filter.

That’s a mistake.

I’ve audited dozens of accounts, and the same patterns show up: Vague, unqualified searches draining $50–200/month per campaign—and no one notices.

Here’s What I Do for Every Service-Based Client

These are the actual negative keywords I routinely add across my Google Ads accounts:

Read more

Let’s Talk About Leaks

Running a Google Search campaign without negative keywords is like trying to fill a leaky bucket.

No matter how good your ad copy or landing page is, you’ll waste money on people…

Read more

• See which campaigns, ads, and keywords generate high-quality leads

• Automatically alert your team to issues before they become costly

• Scale budgets with confidence—knowing exactly where extra spend pays off

1. Hidden UTM Capture in Client Forms

Rather than rely on post-click reports alone, I embed hidden UTM fields in every contact form.

• Outcome: Every lead record carries the original source, medium, and campaign.

• Strategic Edge: Build ROI models at the lead level—understand not just volume, but which ads produce your best opportunities.

2. Funnel-Stage Conversion Actions

Stop driving all campaigns toward a one-size-fits-all goal. Instead:

• Top-Funnel: Track “Download eBook” or “Video View.”

• Mid-Funnel: Track “Demo Request” or “Webinar Sign-Up.”

• Bottom-Funnel: Track “Contact Form” or “Phone Call.”

Read more

Problem: Imagine investing thousands in Google Ads and seeing nothing but clicks—no leads, no calls, no sales. That’s exactly what happens when your conversion actions go “Inactive.” You lose:

• Perform…

Read more

Elevate Using Keyword Planner

Marketers still use Keyword Planner like it’s 2017—punch in a few keywords, glance at search volume, and check the average CPC.

But here’s the truth: Google quietly updated Keyword Planner with local forecast tools that give you access to ZIP code–level bidding insights, competitor density, and spend forecasts.

And nobody’s talking about it.

What’s New in Keyword Planner

Here are the new features you’ll see when using Forecasting Mode:

1. ZIP Code-Level Forecasting
You can now break down ad forecasts by:

• Specific ZIP codes

• Cities

• Regions or radius targeting

Read more

The Problem

Google Ads has gotten smarter. But if you think keywords are dead, think again.

With AI-driven campaigns like Performance Max and broad match automation, it’s tempting to skip the keyword r…

Read more

Whatever the reason—you're now staring at a paused campaign, wondering if you should just hit "Enable."

Not so fast.

Restarting without a strategy is like jumping into a marathon without warming up. Here’s how to strategically revive a paused campaign without wasting budget, time, or trust with the algorithm.

Step 1: Conduct a Full Campaign Audit

Start fresh with a full diagnostic:

• Keywords: Are your terms still relevant and competitive? Use tools like Google Keyword Planner, Ahrefs, or SEMrush to analyze trends.

Read more

Google Ads isn’t just an auction platform—it’s an engine that thrives on consistent data.

When your campaign is live, even if it’s not in position #1, your ads are feeding Google’s learning algorithms…

Read more

We're walking through the real-world buildout of a complete Google Ads system for a local exterior cleaning business (power washing, soft washing, deck cleaning, and more).

This business operates in a high-demand region of North Jersey, competing with large regional players and underpriced solo operators. The goal? Drive profitable leads at $20–$50 CPA, and do it in a way that’s efficient, scalable, and smart.

Today, we’re diving deep into the Performance Max campaign — how it was structured, the strategic decisions behind it, and the tactical insights that only come from real implementation.

Why Start with PMAX?

Most local businesses underestimate Performance Max because it’s a "black box." But in this case, PMAX was used intentionally to do one thing really well: scale the best-performing services without relying solely on search intent.

Key PMAX Objectives:

• Extend reach beyond keyword traffic

• Reinforce branded & non-branded messaging across placements

• Automate local targeting with clear conversion tracking

• Test creative messaging & audience match in real time

Structure: 3 Asset Groups

We created three tightly themed asset groups inside a single PMAX campaign:

1. House Washing

• Focused on the business’s most in-demand, cost-efficient service

• Final URL: Dedicated landing page with strong CTA + text message button

• Custom audience signal:

  • Search terms like "house washing near me", "soft wash siding"

  • In-market audiences: Homeowners, home maintenance services

Read more

We added an iPad to the scale at our scrap yard.

Nothing fancy. Just a check-in kiosk for our loyalty program using SlickText.

That one addition?

It turned casual visitors into recurring customers—and g…

Read more

🎥 Video below!

Most advertisers think Performance Max is 100% hands-off. But a smart audience signal can massively influence who sees your ads, where, and when.

This week, I’m breaking down exactly how to build these segments, what to add, and how to make sure they’re pulling in quality traffic — not just random clicks.

🎯 Step 1 — Create Your Competitor Audience

• Go to:Tools & Settings → Audience Manager → Custom Segments

• Click ➕ New Custom Segment

• Name it something like “Competitor Sites — Plumbing” or “Sneaker Competitors”

Read more

If you run Google Ads — or hire someone to do it — this might sting a little:

Most wasted ad spend isn’t from bad keywords or lazy copy.
It’s from over-managing campaigns to death.

Every week, I see it:…

Read more

In Part 1, I shared how I bartered my Google Ads expertise for a power-washed house.

It started as a trade.
But what happened next turned into one of my favorite client success stories — and a reminder…

Read more