Matt Ellis
Summary
Results-driven Senior Paid Media & Growth Marketing Manager with 9+ years of experience in planning and optimizing digital advertising programs across B2C, B2B, and B2G sectors. Expertise in driving eCommerce revenue and demand generation through full-funnel strategies. Skilled in managing substantial monthly ad spend across various channels, with a focus on data-driven insights and CRM-integrated reporting to enhance revenue outcomes.
Overview
9
9
years of professional experience
1
1
Certification
Work History
Media Buyer & Paid Media Consultant
Self Employed
05.2025 - Current
- Translated business objectives into scalable full-funnel acquisition strategies to meet revenue and pipeline goals
- Built campaign structures with refined keyword architecture and negative keyword frameworks, implementing continuous creative testing for optimization
- Deliver executive-level reporting, insights, and optimization recommendations to stakeholders
- Led fractional paid media initiatives for various B2C and B2B brands, managing strategy and execution across search, social, and DOOH.
Digital Marketing Manager
Triad Behavioral Health
03.2022 - 05.2025
- Spearheaded Google Ads team in developing and executing effective paid search strategies for Triad's core brands.
- Achieved and sustained 2X blended return on advertising spend across key performance indicators for major accounts.
- Generated organic SEO content and performed on-page technical SEO to enhance website visibility.
- Managed and implemented successful paid search campaigns while coordinating budget pacing measures for accuracy.
- Oversaw monthly expenditures exceeding $200K across all paid media channels including Programmatic, Microsoft Ads, Google Ads, Google Shopping, and Meta Ads.
- Developed comprehensive internal SOP documents for paid media team outlining PPC management processes.
PPC Strategist
Thrive Internet Marketing
01.2018 - 02.2022
- Developed and executed paid search strategies that drove client revenue growth and improved campaign efficiency.
- Managed paid search budget allocation and bid strategies to maximize return on investment.
- Implemented continuous testing and optimization to improve ROI and conversion efficiency.
- Conducted competitive analysis and keyword research to identify opportunities for expansion across multiple verticals.
- Developed strategic marketing plans to enhance client online presence.
- Oversaw client accounts as the primary point of contact for 15 clients.
PPC Account Manager
Absolutely Dominate
03.2017 - 01.2018
- Managed over 50 ad accounts across Facebook and Google platforms.
- Handled onboarding processes for new clients, including setup of accounts in Google Ads MCC.
- Analyzed campaign performance for Google Ads and Facebook ads to identify improvement areas.
- Optimized Facebook ads while remaining current with latest industry trends.
- Developed diverse ad creatives, including single image and carousel ads.
- Installed Facebook pixel and implemented Google remarketing strategies.
- Reviewed API functionalities and educated clients on performance metrics.
Education
Digital Marketing Certificate -
Digital Marketing Blueprint
Online01-2016
Skills
- Google Ads and Microsoft/Bing Ads
- Meta and Twitter/X Ads
- Programmatic advertising and DOOH
- E-commerce scaling strategies
- Budget forecasting and ROAS optimization
- Audience and keyword architecture
- GA4 and Google Tag Manager
- Conversion tracking and CRO
- Looker Studio dashboards
- Salesforce, HubSpot, and Zoho CRM
- Pipeline attribution and lead quality analysis
- Search Ads 360 and StackAdapt
- Vibe CTV
Selected Performance Case Study
Large-Scale Entertainment Brand, DC, Maryland, Virginia, Led full-funnel paid media strategy across Google Ads, Meta, Programmatic, and Audio channels., Managed six-figure seasonal budgets tied to aggressive attendance and revenue targets., Rebuilt campaign structure, audience segmentation, and creative testing framework., Implemented enhanced conversion tracking and revenue attribution., Generated a 3× return on ad spend, outperforming historical benchmarks while scaling during peak demand periods.
Certification
- Google Ads (Search, Display, Video, Shopping, Mobile)
- Google Analytics
- Waze Ads
Notable Clients
- Ryan Homes
- Orange Theory Fitness
- 9Round Fitness
- Northwestern Medicine
- BigBear.ai
- Magnet Forensics
- Vienna Beef
- Case IQ
- Image 3D
- Management Concepts
Core Skills
Google Ads (Search, PMAX, YouTube), Microsoft/Bing Ads, Meta (Facebook & Instagram), Spotify Ads, Quora Ads, Twitter/X Ads, Programmatic (CTV/OTT), DOOH, Full-Funnel Demand Generation, eCommerce Scaling, Budget Forecasting & Pacing ($500K+ Monthly), CPQL, CAC & ROAS Optimization, Audience & Keyword Architecture, GA4, Google Tag Manager, Conversion Tracking & Attribution, Looker Studio Dashboards, CRO, A/B & Multivariate Testing, Salesforce, HubSpot, Zoho CRM, Pipeline Attribution, Lead Quality Analysis, Search Ads 360, StackAdapt, Vibe, Crazy Frog, Unbounce, Salesforce, Teamwork, Asana, Basecamp, WordPress, Leadpages
Timeline
Media Buyer & Paid Media Consultant
Self Employed
05.2025 - Current
Digital Marketing Manager
Triad Behavioral Health
03.2022 - 05.2025
PPC Strategist
Thrive Internet Marketing
01.2018 - 02.2022
PPC Account Manager
Absolutely Dominate
03.2017 - 01.2018
Digital Marketing Certificate -
Digital Marketing Blueprint