Pal Anderka Farkas

Managed performance-focused Google Ads campaigns for law firms across the U.S., with a focus on high-intent areas like criminal defense, DUI/DWI, family law, estate planning, probate, elder law, personal injury, and disability law. I combined hands-on PPC, landing page strategy, and call tracking to generate qualified leads at sustainable costs.

Key responsibilities:

• Own end-to-end Google Ads strategy (Search and Call-Only), from account structure and setup to ongoing optimization.
• Build tightly themed campaigns by practice area and geography, aligning keywords, ad copy, and landing pages for strong Quality Scores.
• Write and test responsive search ads, call-only ads, and extensions that speak to legal prospects while staying compliant with Google and state bar rules.
• Perform ongoing keyword research, query mining, and negative keyword work to reduce waste and push budget to high-intent terms.
• Develop and optimize PPC landing pages in WordPress with clear benefits, FAQs, and strong phone/form CTAs.
• Implement tracking in GA4 + GTM, manage CallTrackingMetrics (dynamic numbers, routing, GCLID capture), and troubleshoot issues.
• Performance report, highlight underperforming campaigns, and shift budget toward the highest-ROI practice areas.

Key achievements:

• Cut wasted spend by over 60% and improved lead quality by restructuring campaigns and tightening keyword targeting around high-intent legal queries.
• Increased volume of qualified calls and form leads by over 200% for multiple firms by aligning campaigns to specific practice areas (criminal, DWI, divorce, estate, probate, disability, etc.).
• Stabilized tracking and reporting across Google Ads, GA4, and CTM, enabling accurate cost-per-lead and ROI visibility.
• Protected performance during Google policy changes and disapproval by proactively appealing ads and maintaining compliant, effective creatives.

Key responsibilities:

• Designed and executed full-funnel marketing strategies that unified SEO, PPC, content marketing, and CRO to drive customer acquisition, boost engagement, and maximize lifetime value.
• Leveraged deep expertise in data-driven optimization to increase organic traffic, conversions, and lead quality while managing and improving websites across WordPress and Contentful.
• Collaborated with cross-functional and regional teams to drive performance improvements and significantly scale online visibility and lead generation.

Key achievements:

• Grew online bookings by 42% through SEO and SEM campaigns such as Google, Microsoft, and LinkedIn ads.
• Increased organic traffic by 158% YTD while enhancing online visibility and user engagement.
• Enhanced lead quality (MQLs) by 17%, strengthening the sales funnel.
• Increased conversion rates by 28% through structured CRO testing, including landing page A/B tests, CTA optimization, and user flow refinements.
• Successfully managed and developed the website through five major versions across Clickability, Contentful, and WordPress.
• Optimized campaign performance by leveraging data and real-time analytics to maximize campaign effectiveness and ROI.
• Improved website and marketing content for SEO, achieving measurable search rankings and organic traffic results.

Key responsibilities:

• Specialized in driving quantifiable and measurable growth through strategic SEO initiatives and targeted paid marketing campaigns.
• Leveraging my expertise in Google Analytics, Search Console, and Google Ads, I enhanced online content and optimized advertising to improve website performance and drive lead generation for B2B and B2C businesses.
• Designing and managing pay-per-click campaigns for various English- and international-language clients, as well as for our own websites, my efforts consistently drove qualified traffic, higher conversion rates, and revenue growth.

Key achievements:

• Enhanced organic search visibility by 60% annually through technical SEO and content optimization for the corporate site.
• Enhanced online content by utilizing advanced SEO techniques, increasing organic visibility, and user engagement.
• Managed and executed PPC campaigns for multiple B2B and B2C companies, significantly improving traffic and acquisition metrics.
• Transformed site traffic into leads and revenue through strategic calls to action, optimized landing pages, and continuous testing.
• Optimized marketing strategies based on tracking and behavioral data, enhancing overall campaign performance.
• Spearheaded website migrations to Salesforce Commerce Cloud while preserving traffic and rankings.
• Led CRO initiatives using A/B and multivariate testing on key landing pages, resulting in a 28% increase in conversion rates and improved UX across critical funnel stages.
• Implemented A/B testing on subject lines and CTAs for several email campaigns, leading to an average 33% boost in click-through rates and a 15% increase in demo requests over six months.
• Introduced Google Tag Manager event tracking to improve attribution and performance analysis.

Key responsibilities:

• Focused on increasing online visibility and driving business growth through targeted search marketing strategies.
• Collaborated with cross-functional teams to create campaigns aligned with our business goals and applied SEO techniques to improve organic rankings and generate leads.
• Improved our organic rankings for the industry's top search terms, bringing them to the first page of Google.

Key achievements:

• Over 320% increase in organic traffic over two years, along with a 130% boost in account creation and a 210% increase in engagement time.
• Developed remarketing campaigns to boost returning visitor conversions.
• Enhanced user engagement by 210% through improved UX and content strategy.
• Managed PPC campaigns to drive conversions and increase ROI.
• Conducted keyword research and analysis to optimize ad performance.

Key responsibilities:

• Designed and executed the PPC campaign for Hungary's biggest online electronics retailer on Google Ads and Facebook. By constantly refining strategies to boost efficiency, track performance, and analyze campaign results, we achieved exceptional results.

Key achievements:

• Driving sales by over 220% YoY. Through ongoing testing, I optimized keywords, ad copy, and banners; created detailed weekly and monthly reports; and translated campaign performance into clear insights to inform future improvements.
• Enhanced bidding strategies and keyword performance, reducing CPC by 35% and CPA by 22%, while significantly increasing ROAS.
• Initiated Google Shopping, Display/YouTube, and Facebook campaigns to broaden audience reach and engagement.
• Automated PPC campaign workflows to enhance efficiency and ad performance.

Key responsibilities:

• Led the complete SEM strategy for the company's products, developing and executing Google Ads and Facebook campaigns with continuous analysis and optimization to maximize cost-efficiency per conversion.
• Set up and refined Google Analytics tracking, enhanced Tag Manager functionality, and utilized Search Console data to boost organic traffic and improve search rankings.

Key responsibilities:

• Strategized, developed, and executed Google Ads campaigns while implementing comprehensive SEO strategies to enhance visibility and performance.
• Optimized Google Analytics and Search Console setups for better tracking and insights.
• Conducted keyword research, improved backlinks, enhanced page speed, and optimized images to boost overall site performance.

Key responsibilities:

• Created and optimized campaigns across Google Ads, Yahoo Search Marketing, and Microsoft Ads.
• Conducted thorough market and keyword research to inform strategy.