Strategy & Execution I started by optimizing the existing HubSpot setup but quickly hit major limitations. We decided to fully rebrand and migrate to WordPress to unlock more design flexibility and SEO potential. On Google Ads, I rebuilt the campaign structure from the ground up. Medical billing is a very niche service, so a big challenge was avoiding wasted spend on irrelevant searches like people looking to pay bills or apply for billing jobs. I focused on hyper-specific keywords, extensive negative keyword lists, audience targeting, and tested different match types. CPC was higher, but traffic was much more qualified. For SEO, I created a new strategy from scratch. We targeted local keywords like "medical billing company in Los Angeles" and "medical billing services in California" to bypass national competition. I also built specialty service pages such as "urgent care billing services California," added high-quality content related to medical billing and coding to boost E-E-A-T, and worked on technical SEO, on-page optimization, and backlink building with a mix of relevant, high-authority links. I created a full explainer video for the service from script to final edit. Analytics showed visitors who watched the video converted at a higher rate, so I implemented it across landing pages and the main site. On the email side, I built campaigns from scratch, using automation to reach new prospects and keep in touch with past leads through newsletters. Given the high CPC on Google Ads due to the industry's high lifetime value, I tested Bing Ads. Bing’s audience, often older, higher-income professionals, matched our target market perfectly. With the same specialty-based ad groups and retargeting strategy, Bing delivered better results at a lower CPC, so we shifted most of the ad budget there.