I handled all the SEO myself: dug deep into keyword research, rewrote pages to rank better, and built content that actually makes sense to people while keeping Google happy. Ran full technical audits, fixed broken stuff, cleaned up site structure, and got Core Web Vitals into the green pretty much every time. Rankings climbed fast and traffic stuck around. On the paid side, I set up and ran Google Ads (Search, Shopping, Performance Max) and Meta campaigns from top to bottom: audiences, creatives, bidding, budgets, the works.