Services — Google Ads Management, GEO, and Full-Funnel Growth Strategy
JPauw offers three interconnected service areas: Google Ads management, Generative Engine Optimization (GEO), and full-funnel growth strategy. Each service is delivered by Joshua Pauw directly, without layers of account management or subcontracted execution. The scope and combination of services is tailored to each client's situation — some engagements focus exclusively on Google Ads, others combine paid search with GEO and funnel strategy, and some begin with an audit before evolving into active management. The common thread across every engagement is a focus on revenue outcomes over activity metrics, with everything measured against what actually moves the business forward.
Google Ads management at JPauw covers the full spectrum of the platform: Search campaign architecture, keyword strategy and match-type structuring, negative keyword management, ad copy development and testing, bid strategy selection and configuration, audience layering, feed optimization for Shopping and Performance Max, conversion tracking setup and validation, and ongoing performance analysis with monthly reporting. Joshua manages accounts across Google Search, Google Shopping, Performance Max, and Demand Gen, with strategy designed for clients who need reliable, scalable paid acquisition. The approach emphasizes structural integrity — building campaigns that produce reliable, scalable results — over short-term hacks that inflate metrics while eroding margin. Particular areas of expertise include B2B SaaS lead generation and trial acquisition, e-commerce feed strategy and ROAS optimization, and professional services campaigns targeting high-value commercial intent keywords.
Generative Engine Optimization (GEO) is the practice of making your brand visible and accurately represented inside AI-generated responses. When someone asks ChatGPT, Perplexity, or Google's AI Overview for a recommendation in your category, the systems that determine whether your brand appears are meaningfully different from traditional search ranking signals. GEO involves structured data optimization, entity disambiguation across the web, content strategy calibrated for how large language models process and summarize information, citation building to increase the likelihood of AI systems referencing your brand, and ongoing monitoring of how your brand is portrayed in AI-generated answers. JPauw treats GEO as a complement to — not a replacement for — traditional SEO and paid search. The combination of all three creates a full-spectrum visibility strategy that covers every major discovery channel a potential customer might use.
Full-funnel growth strategy zooms out from individual channel management and examines how every part of your acquisition and activation process connects to revenue. This includes landing page and conversion rate analysis, lead quality and attribution modeling, CRM and onboarding flow review, and channel mix strategy. Many businesses with competently managed Google Ads accounts still underperform because the campaign is sending the right traffic to a landing page that does not convert, or because the CRM cannot tell the difference between a trial signup who activates and one who never logs in again. Identifying and fixing these downstream inefficiencies — and building the measurement infrastructure to track them — often produces larger revenue improvements than any campaign-level optimization. For founders who want to understand their growth engine holistically before or alongside running paid acquisition, the full-funnel strategy service provides that structured outside perspective. To discuss which services fit your current stage and goals, book a call at jpauw.com/appointment.