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Lana Mouton
Director-level Digital Marketing & Google Ads Specialist in performance paid media
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About
Performance marketer who owned a $7M/month Google Ads program for a major U.S. insurance brand, combining full-funnel strategy (Search, YouTube, Performance Max) with offline/value-based conversion tracking built alongside data engineering. Delivered major efficiency and growth gains (~25% lower CPA, 200%+ ROAS lift, ~45% more leads) while improving qualified lead rates to ~45–50% through statistically grounded testing and lead-quality optimization.
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Key Strengths
- Owned and scaled a $7M/month Google Ads account for a large U.S. insurance brand
- Drove ~25% CPA reduction and 200%+ ROAS improvement while increasing lead volume ~45%
- Improved qualified lead rate to ~45–50% via offline/value-based conversion tracking and lead-quality feedback loops
- Full-funnel media execution (Search, YouTube, Performance Max) with structured campaign overhauls
- Rigorous experimentation approach using Google Ads Experiments; evaluates bidding tests against downstream lead quality
- Diagnoses performance declines from over-aggressive budget scaling and restores efficiency via phased budget increases
- Client-safe communication using visual reporting (Looker Studio/AgencyAnalytics) and structured bi-weekly/monthly readouts
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