Christine + CN
Established 2018Christine is our Director of Lead Gen and a co-host on our weekly Marketing O’Clock podcast. Known affectionately among coworkers and podcast listeners as Shep, she joined Cypress North in 2018 and works out of our Buffalo office.
As Director of Lead Gen, Christine oversees all of our lead generation clients, providing strategic guidance and assistance as needed to ensure we’re hitting their goals. She is on the cutting edge of paid search strategy and uses her expertise to not only uncover more quality leads for clients, but to turn those leads into customers.
Christine is an established thought leader in the digital marketing community, known for her PPC expertise and strategic mindset. She was recognized as one of the Top 50 Most Influential PPC Experts of 2025 by PPC Survey. Christine has shared her insights as a speaker at several major digital marketing conferences, including SMX Advanced in Boston, SMX London, and SMX Next. She has contributed to Search Engine Journal and Search Engine Land, and even published an ultimate playbook for Google Ads.
Originally from Ashburn, Virginia, Christine graduated from Canisius University with a bachelor's degree in marketing. She also has an associate's degree in fashion business management from the Fashion Institute of Technology.
When she’s not working, Christine can be found singing karaoke or watching Miss Rachel with her toddlers, watching Bravo, dining al fresco, and drinking Diet Coke. She’s known for making her Taylor Swift fandom her personality, talking about the royal family to any of her coworkers who will listen, and reading books about wives who kill their husbands. Christine was the 2002 Hula Hoop Champion at Ashburn Elementary School – and may still be undefeated.
Christine's Life At CN
Christine-isms
Written By Christine
Google Marketing Live 2025: The Biggest Changes Coming to Google Ads & How They'll Impact You
A lot of news came out of GML 2025, including tons of AI features. Here are the biggest Google Ads announcements and how they could impact you.
Google Ads Brand Lists: How to Use Brand Inclusions & Exclusions in Search & PMax
Showing ads for your brand name may be wasting money you could use elsewhere. Learn how to use brand lists, inclusions, and exclusions to control your branded searches.
How to Opt Out of Auto-Applied Recommendations in Google Ads
Learn more about what auto-applied recommendations are in Google Ads and how to opt out of them in your account.
How to Opt-Out of All Automated Google Ads Extensions
What you need to know about automated extension changes and how to turn them off. Automated extensions are one of the sneakiest forms of automation pushed on Google Ads advertisers, and they are soon going to be pushed even more. […]
Making the Case for Broad Match
Hear me out, I tested broad match keywords in Google Ads, and they’re actually converting. I know, I know, I’m the biggest hypocrite in history. If you’ve read my book or ever listened to me rant on Marketing O’Clock, you […]
Google Ads Search Keywords: Match Types + Best Practices
In this guide we’ll dive deep into all the keyword match types (close variants and all), adding keywords to your ad groups, and keyword management techniques. Plus, we’ll make you an expert on the complex ad auction and explain how Google prioritizes similar keywords in the same account.
Selecting the Right Bid Strategy for Your Google Ads Campaign
This is the ultimate bid strategy guide for performance-driven marketers. We’ll go through every option available to advertisers and dive deep into the pros and cons of every strategy, when to use them, how to measure success with different strategies, and how to optimize settings based on your bid strategy.
Google Ads Account, Campaign, & Ad Group Settings: Optimization Guide
In this comprehensive guide, we’ll cover every account, campaign, and ad group setting in Google Ads, including the settings Google doesn’t want you to know about! We’ll tell you best practices for settings and weigh the pros and cons of all the options available to advertisers. From location targeting options to network settings and content exclusions, you’ll be empowered to optimize all of your Google Ads settings to improve performance.
Are You (Accurately) Tracking The Right Conversions? A Google Ads Conversion Breakdown
Conversions are the bread and butter of Google Ads. If you’re not tracking them, you don’t have a chance of knowing how your campaigns are performing and how valuable they are to your business. Learn the different types of conversions available to track, how to track them on your website, and how to use conversion reporting to optimize campaigns.
Advanced Targeting In Google Ads: Audiences + Contextual Targeting Guide
Follow along as we dive deep into advanced targeting methods in Google Ads. Learn about the difference between targeting and observing audiences along with how to find new customers with contextual or audience-based targeting.
Google Ads Account Structure: Infographic + Account Structure Considerations
Learn about the hierarchy of a Google Ads account and what you should consider when breaking out campaigns and ad groups. We also have a handy infographic that shows all the settings and features that can be used at the account, campaign, ad group, keyword, and ad levels.
How to target Google Ads search campaigns to specific audiences [Guide & Full List]
In 2019 (to the delight of the digital marketing community) Google announced that marketers would now be able to apply four different audience formats to their search campaigns at the ad group or campaign level: in-market audiences affinity audiences seasonal […]
Best Digital Marketing Podcasts
Whether you're focused on SEO, PPC, social media, content, or affiliate marketing, podcasts are a great way to stay competitive in the dynamic digital marketing landscape. Finding a reliable program to consume from your car, desk, or treadmill allows you […]
A Simple & Customizable Google Ads Script To Prevent Your Account from Overspending
Google Ads does not make budget management an easy task. As we all know (and roll our eyes at), Google allows campaigns to spend up to 2X their daily “budget”. This creates a need for advertisers to frequently check on […]
Device Targeting With Target CPA Bidding In Google Ads
All device targeting is not created equal. If your Google Ads campaign uses target CPA bidding and you're prioritizing conversions from a certain device, we're willing to bet you're doing it wrong. We rarely see this stipulation highlighted when we research […]
Digital Marketing in 2019: What to Watch For
The Pros Rampant Responsive One of the biggest boons for advertisers in 2018 was the ability to optimize campaigns by moving away from standard banner sizes and utilizing responsive display ad formats. The proliferation of flexible ads such as Facebook […]
