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Hailey Taylor
Senior Performance Marketer specializing in SEM, ABM, and demand generation
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About
Paid media/SEM owner at Pulseway managing $180K–$230K monthly spend across Google Ads, Microsoft Ads, and Capterra, with a strong emphasis on MQL quality and MQL-to-opportunity conversion rather than lead volume. Runs disciplined, controlled testing across creative, keywords, audiences, and bidding (including Performance Max), and partners closely with sales feedback to reduce junk leads and improve pipeline contribution.
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Key Strengths
- Owned and scaled high-spend SEM program ($180K–$230K/month) with majority in Google Ads ($150K–$200K/month) plus Microsoft Ads and Capterra
- Optimizes for lead quality and pipeline impact (MQL-to-opportunity conversion) over raw lead volume
- Structured experimentation approach (controlled A/B tests across messaging, keywords, location, landing pages, bidding, and audience layering)
- Improved MQL quality and reduced sales-flagged junk leads while scaling spend
- Diagnoses and resolves scale constraints (limited exact/phrase volume) via controlled broad expansion with strong negatives and intent-aligned messaging
- Pragmatic audience strategy when match rates are low (uses audiences as signals, extends lookback windows, relies on intent-driven keywords/content alignment)
- Demonstrated test-to-scale decision-making (pain-led creative drove +28% webinar submissions vs feature-led; scaled winner and paused loser)
- Client-safe communication of complex tradeoffs (e.g., Performance Max: high conversions but rising cost per MQL; used charts and plain language to drive budget reallocation)
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