About Roman Grigorian

I’m Roman Grigorian, a Google Ads freelancer focused on lead generation. I’ve been working with Google Ads since 2013. Today, I personally manage more than 15 accounts with around $400K in combined monthly ad spend, mostly for service businesses across the U.S.

I work directly with every client. There are no account managers, junior specialists, or outsourced teams between the client and the person making decisions in the account.

What I do today

Google Ads is my core focus. I mainly work with moving companies, local and home service businesses, professional services, B2B companies, and SaaS businesses.

I care much more about what happens after the conversion than about making the Google Ads interface look good. Depending on the business, that means qualified leads, booked jobs, customers, revenue, or ROAS.

That often takes me beyond campaign management itself. If conversion tracking is wrong, I fix the tracking. If the account needs CRM or post-conversion data to understand lead quality, I work on that. If a landing page is limiting performance, I can improve or build it in WordPress.

You can read more about the actual scope on my Google Ads management page.

How I got here

2013-2014: from sales to digital marketing

I was working as a sales manager at a travel agency when I noticed that our website was not bringing in clients. I started learning SEO, rebuilt the site, and began getting more traffic and leads. That was my entry point into digital marketing.

2015-2021: agency years

I later worked at AdPro | Isobar, managing Google and Facebook Ads for larger brands. After that, I worked with a friend at a boutique agency called PPCBAR, where the focus was much closer to the way I work today: leads, sales, analytics, and tracking rather than vanity metrics.

2022-present: independent Google Ads freelancer

I started taking freelance projects through Upwork in 2021 and went fully independent in 2022. I narrowed my focus around Google Ads, conversion tracking, and measurement, and gradually built a client base that is mostly long term.

Today, 80% of my current clients have worked with me for more than a year, and my longest-running client has been with me since 2015.

How I approach the work

I don’t believe every account should use the same campaign structure, bidding strategy, match types, or automation. The right setup depends on the business, the amount and quality of conversion data, the market, and what the client is actually trying to achieve.

For lead generation, Search campaigns are usually the foundation of my approach because they provide more control and make it easier to understand what people are actually searching for. I use automation and Performance Max selectively when there is enough data and a clear reason to give up some control.

The same applies to reporting. A cheap conversion is not automatically a good result. If possible, I connect advertising data with call tracking, CRM data, booked jobs, qualified leads, or revenue so decisions are based on business outcomes rather than platform metrics alone.

Case studies and client feedback

I prefer showing the work rather than relying on generic claims. The portfolio includes examples from moving, appliance repair, B2B, and tracking projects, while the reviews page contains feedback from clients on Upwork and Clutch.

Work with me

If you need ongoing help, see my Google Ads management service. If you already manage the account yourself or work with another specialist and want an independent second opinion, I also offer a Google Ads audit.