My name is Alex Lloro, an accomplished pay-per-click advertising professional with 25 years of experience. I’m focused on Conversion Rate Optimization or, in plain English, getting more leads/sales for my clients.

 I’m a certified Google Ads Consultant.  I manage a monthly budget of over $1,100,000 in Google, Microsoft (Bing) and Facebook Ads.

When managing a Cost Per Click campaign (it applies not only to Google Ads but also to Facebook/Instagram) you need to optimize your campaigns using CRO (Conversion Rate Optimization) techniques. Using heat maps and session recordings you can identify usability problems and patterns in visitors' behavior on your landing pages. Then you can define an A/B test to improve the conversion of that landing page. This is a continuous process. Of course, you can also apply A/B at the ad level, testing copy or images.