The Person Behind the Work
Hi, I’m Kevin Wetherby.
Google Ads consultant. Ex-Google. 18+ years in paid search. I run Transitive Properties — a boutique practice helping service businesses and ecommerce brands grow profitably.
My Background
I started in digital advertising before Google Ads was even called Google Ads. Over the past 18+ years I’ve managed paid search accounts ranging from a few thousand dollars a month to millions — across nearly every industry you can name.
I spent time working inside Google, which gave me a perspective most consultants simply don’t have. I understand how the platform actually works, not just how to click around in it. That experience changed the way I think about campaign strategy, bidding, and how the auction dynamics actually play out.
In 2019 I founded Transitive Properties as a solo consultancy. The name reflects my philosophy: outcomes compound. The work you do on your data today creates advantages that compound into better performance months from now.
I keep my client roster intentionally small. That’s not a marketing line — it’s a business decision. Every client gets direct access to me, not an account coordinator. I’ve turned down work that would have required me to compromise on that.
Credentials
- 18+ years in paid search
- Former Google employee
- Google Partner certified
- Author: Feed Optimization for Google Shopping
- BigQuery & GA4 analytics specialist
- Clients across US markets
Specialties
- Google Ads & Microsoft Ads
- Google Shopping & Merchant Center
- GA4 implementation & analysis
- BigQuery data modeling
- eCommerce feed optimization
- Conversion rate optimization
How I Think About This Work
A few things I believe that shape how I work with clients.
📊
Data tells the truth
Opinions are useful. Data is better. I’ve built BigQuery infrastructure specifically because standard reporting doesn’t show you the patterns that drive real decisions.
🤝
You deserve a straight answer
If your campaigns are doing well, I’ll tell you. If something is a problem, I’ll tell you that too — before it becomes expensive. Transparency isn’t a feature, it’s just how this should work.
🎯
Small roster by design
I take on a limited number of clients so I can do the work properly. I’m not trying to scale an agency. I’m trying to do excellent work for the clients I have.
Published Book
Feed Your Business
I literally wrote the book on feed optimization.
My book on Google Shopping feed optimization has been used by marketers and agencies worldwide to improve product data quality, feed structure, and ultimately, Shopping campaign performance.
Writing it wasn’t a marketing exercise — it forced me to organize and articulate 15 years of hands-on experience in a way that I’ve since applied directly to client work. The ecommerce clients I work with benefit from that depth every day.
Want to work together?
I’m selective about who I work with — not to be difficult, but because the engagements that work best are ones where we’re genuinely a good fit. Let’s find out if that’s you.