Mauricio Guerrero

Paid Media Strategist

Data-Driven Strategies Creative Solutions

Crafting high-performing, data-driven marketing campaigns.

View My Work

Years of experience

Projects done

+10

Clients

My recent projects

Explore a selection of real-world campaigns where I helped clients unlock growth through performance marketing, content strategy, and automation. Every case study demonstrates the power of strategy-driven execution.

Central Park Tennis Center

Challenge:

Low summer camp sign-ups and confusing website experience.

Solution:

Redesigned user journey with a new summer camp landing page
Launched hyper-targeted Google and Meta Ads
Implemented Google Tag Manager and conditional forms for better tracking and lead filtering

Results:

$50K

Revenue in May 2025

400+

Leads Captured

28%

Qualified Prospects

12.5%

Conversion Rate

60%

Growth in Lesson Sign-Ups

Strategy

Redesigned website flow with a new summer camp landing page

Launched Google Ads and Meta Ads with precision targeting

Set up Google Tag Manager for ad spend tracking and used Meta Ads conditional forms to pre-qualify leads

Overview:
Central Park Tennis Center, an iconic destination nestled in Manhattan, already enjoyed strong organic traffic thanks to its prime location and brand recognition. However, summer camp sign-ups remained below expectations. The leadership team recognized the need for a paid strategy to scale interest and conversions. The core goal was to increase sign-ups, improve funnel performance, and reduce acquisition costs—all without sacrificing brand trust.

Goal-Driven Strategy:
To enable data-backed decisions, we began by installing both the Meta Pixel and Google Tag Manager. This allowed us to accurately attribute leads, measure return on ad spend (ROAS), and refine targeting through audience behavior. Understanding where sign-ups originated helped us shape a high-impact strategy across both Meta and Google Ads platforms.

Tools Used:
Meta Ads, Google Ads, Google Tag Manager, HighLevel CRM, Figma, Meta Pixel, Custom Landing Page

Paid Social Approach:
We collaborated with Central Park Tennis Center’s content team to re-edit existing visuals for use in paid ads. Using Meta’s Advantage+ campaigns, we tested creatives that highlighted parental concerns (limited spots, safety, flexible scheduling) and value-driven messaging. With detailed audience segmentation—based on engagement, location, and site visits—we ran layered prospecting and retargeting campaigns. The result was consistent, qualified lead generation and increased reach at a lower CPM.

Paid Search Optimization:
On Google Ads, the original campaign lacked structure and focus. We rebuilt it from the ground up—launching a summer camp-specific landing page with urgency cues, social proof, and mobile optimization. We restructured campaigns into SKAGs targeting high-intent terms like “tennis summer camp NYC” and used ad extensions and high-performing CTAs to boost Quality Score. Implementing a target ROAS bidding model aligned our ad budget with real business goals, significantly lowering CPL and driving a spike in sign-ups.

Challenge:

Competing in a high-CPC niche with expensive, low-converting keywords

Solution:

Created persuasive ad copy with clear CTAs and USPs
Conducted ongoing search term audits and implemented negative keyword strategies
Tailored messaging to address customer pain points

Results:

32.2 %

Conversion Rate

$342K+

Profit Generated

$210

Cost Per Lead

1184%

ROI

Perry’s Roofing

Challenge:

Competing in a high-CPC niche with expensive, low-converting keywords

Solution:

Created persuasive ad copy with clear CTAs and USPs
Conducted ongoing search term audits and implemented negative keyword strategies
Tailored messaging to address customer pain points

Results:

32.2 %

Conversion Rate

$342K+

Profit Generated

$210

Cost Per Lead

1184%

ROI

Strategy

Created trust-based ad copy with location-specific CTAs and USPs

Ran frequent keyword audits and added negative keywords to cut waste

Focused copy around a “pain-free” roof repair experience

Overview:
Perry’s Roofing, a GAF Master Elite contractor with over 25 years of experience, built its reputation on delivering high-quality, one-day roof replacements backed by lifetime warranties. While the company had strong word-of-mouth and a loyal customer base, they wanted to scale efficiently. Their goals were to increase lead volume, drive more revenue from paid channels, improve return on ad spend (ROAS), and reduce customer acquisition cost (CAC).

Ad Copy & Optimization:
Ad copy was tailored to address common pain points homeowners face—cost, speed, and reliability. We leaned into messaging around quick service, financing options, and risk-free guarantees. Weekly audits of search terms allowed us to refine keywords, exclude irrelevant traffic, and optimize for high-intent queries like “roof replacement near me.” We also tested SKAGs and match types to balance scale with quality.

Tools Used:
Google Ads, Google Keyword Planner, Search Term Reports, Landing Pages, Call Tracking Analytics, Conversion Tracking Tools

Campaign Strategy:
We restructured their Google Ads from the ground up, focusing on high-converting headline structures and ad groups. Key elements included primary keywords, location-specific targeting, and powerful USPs like “Roof in One Day.” Strong trust signals (“Certified,” “Lifetime Warranty”) and direct CTAs (“Free Estimate Today”) helped build immediate credibility. This structure laid the groundwork for stronger ad relevance and higher engagement.

Customer-Centric Positioning:
Understanding the emotional side of roofing needs was essential. Homeowners usually don’t plan for roof issues, so our messaging focused on reassurance and simplicity. We emphasized that Perry’s made roof replacements hassle-free, affordable, and fast. This tone built trust and helped convert clicks into booked jobs—turning a traditionally high-CPC vertical into a profitable funnel.

Winston Digital Marketing

Challenge:

Improve lead gen and appointment show-ups through automation

Solution:

Developed AI automation flows for CRM and funnel optimization
Led SEM keyword planning and audience targeting
Streamlined lead-gen operations using tools and data

Results:

35%

Increase in CTR

42%

More Appointment Attendance

30%

More Discovery Calls

Strategy

Built automation workflows for reminders, bookings, and nurturing

Selected and structured keywords across campaigns (dentists, ecommerce, etc.)

Developed SEM funnels and improved appointment attendance

Overview:
Winston Digital Marketing partnered with service-based businesses like dental practices, eCommerce brands, and entertainment rental services. The agency sought to improve client discovery call rates, lead generation, and campaign efficiency through enhanced automation and keyword strategy. My mission was to scale these outcomes using data, automation, and strategic funnel development.

Automation & Lead Generation:
Through customized automation workflows, we streamlined lead capture and engagement. This included automated appointment reminders, nurturing sequences, and behavior-based follow-ups. These improvements led to a 42% boost in appointment attendance and a 30% increase in qualified discovery calls—contributing directly to client retention and revenue growth.

Strategy & Execution:
I played a key role in selecting high-converting keywords for various industries using Google Keyword Planner and Semrush, ensuring relevance, volume, and competitive advantage. I also contributed to the architecture and deployment of AI-powered automation flows—improving outreach and follow-up for potential SEO clients. These funnels included smart reminders, demo scheduling, and integrated tracking, drastically improving operational efficiency.

Tools Used:
HighLevel CRM, Google Keyword Planner, Semrush, Meta Ads, Zapier / Workflow Builders, Lead Capture Forms

Challenge:

Drive Spotify streams and grow reach across global indie fans

Solution:

Built geo-segmented campaigns for key cities (Paris, Buenos Aires, etc.)
Created emotionally resonant videos and copy tailored for Instagram and Facebook
Targeted indie lovers aged 18–35 with story-driven creatives

Results:

$0.30

CPC

3–5%

CTR

65+

Countries Reached

10+

Featured on Spotify Playlists

MAØU Music Project

Challenge:

Drive Spotify streams and grow reach across global indie fans

Solution:

Built geo-segmented campaigns for key cities (Paris, Buenos Aires, etc.)
Created emotionally resonant videos and copy tailored for Instagram and Facebook
Targeted indie lovers aged 18–35 with story-driven creatives

Results:

$0.30

CPC

3–5%

CTR

65+

Countries Reached

10+

Featured on Spotify Playlists

Strategy

Used interest-based targeting to reach indie fans in 65+ countries

Created segmented ad sets by geography (Paris, Buenos Aires, etc.) and demographic

Designed emotional video content tailored for mobile social platforms

Overview:
MAØU is an indie music artist seeking to grow their global listener base. The goal was to boost awareness, engagement, and Spotify streams by targeting relevant audiences across Facebook and Instagram using visually-driven ads and precise targeting strategies.

Creative Approach:

Testing: Ran A/B versions to determine best-performing creatives
Copywriting: Clear CTAs, emotional hooks
Video Editing: Short-form verticals designed for mobile-first platforms
Segmented Targeting: Interest + location + age-based segmentation

Tools Used:
Meta Ads Manager, CapCut, Instagram Insights, Premiere Pro, TikTok Ads, Facebook Audience Insights

Strategy & Execution:
I began by analyzing Facebook’s Audience Insights to identify relevant behaviors—music interests, live event attendance, and indie fan activity. The campaign was structured into segmented ad sets based on both geographic (Paris, Stuttgart, Buenos Aires, Mexico City) and demographic (ages 18–35) parameters to ensure maximum audience relevance.
I developed and edited vertical video creatives tailored for Stories and Feed placements. Each asset conveyed a relatable summer theme to evoke emotional resonance, supported by compelling copy like “Add to Your Summer Playlist” or “Indie Sounds for Your Weekend.” Videos were optimized with captions to maintain engagement even without sound.

Google Analytics

Zapier

Google Ads

Meta Business Suite

Google Tag Manager

Make.com

About me

Paid Media Strategist | Content Creator | Data-Driven Marketer

I am a bilingual digital marketing strategist specializing in paid media campaigns, content creation, and data analysis. With over 3 years of hands-on experience, I’ve helped brands across industries generate measurable results through highly targeted campaigns on platforms like Google Ads, Meta Ads, and Spotify.

My approach blends creative storytelling with strategic analytics to ensure every dollar spent delivers exceptional return on ad spend (ROAS). Whether managing a music release or optimizing lead funnels for service-based businesses, I use data to drive decisions, sharpen messaging, and boost performance.

Blog

Resume

My services

Solving Business Challenges Through Strategy & Creativity
I don’t just offer services — I build custom solutions that move the needle. Whether you’re looking to lower your cost-per-click, generate high-quality leads, or create thumb-stopping content, I use a blend of creative storytelling and data-driven strategy to make it happen.

01.

Paid Media Campaigns

I specialize in building and managing high-performing paid media campaigns across multiple platforms. From keyword targeting to creative testing and ROI optimization, I ensure every ad dollar is working toward your business goals. Whether you’re looking for brand awareness or lead generation, I tailor each campaign to reach the right audience at the right time — with the right message.

02.

Copywriting

Words matter. I craft persuasive, engaging, and conversion-focused copy that speaks directly to your audience’s needs. Every line of copy is designed to inspire action — whether it’s clicking an ad, signing up for a newsletter, or completing a purchase.

03.

Content Creation

In a world where attention spans are short, content has to be fast, bold, and on-brand. I create compelling visual and audio content tailored for performance across platforms. Whether it’s a video ad for TikTok or a carousel for Instagram, I design assets that stop the scroll and drive results.

04.

Data Analysis & Optimization

Behind every great campaign is even greater data. I analyze campaign performance across multiple touchpoints to identify what’s working — and what’s not. From KPI dashboards to funnel breakdowns, I uncover insights that lead to smarter decisions and better results.

Clients Talk About Me

Real results, lasting impact — here’s what my clients have to say:

Mauricio brought structure and clarity to our campaigns in a way we hadn’t seen before. His ability to combine data analysis with creative execution helped us reduce wasted ad spend and improve ROI significantly.

Randy Reid

CEO, R & R

Working with Mauricio was a game-changer. He didn’t just manage ads — he crafted a full strategy that aligned with our business goals. The results spoke for themselves: more leads, better engagement, and a clearer marketing direction.

Eugene Hart

CEO, M & O

Mauricio has a rare mix of technical skill and creative insight. His campaign structure, messaging, and attention to performance metrics helped us scale faster and more efficiently than expected. Highly recommended.

Michael Dening

CEO, O & S

Let’s Work Together

Whether you’re launching a new campaign, refining your strategy, or need help turning data into growth — I’m here to help. Drop me a message and let’s discuss how we can drive real results for your brand.

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