2018–2021
The practitioner years
Richard built the foundation through hands-on paid search and e-commerce work, including Robert Dyas and Happeo. Campaign structure, product feeds and international growth became part of the working method.
About PPC Snobs
PPC expertise.
An innovation lab.
PPC Snobs is a PPC Innovation Lab. We bring together the ABC framework, AI-augmented workflows and a global network of engineers and partners to test ideas and build better ways to grow.
Where we come from
From search practice to a connected lab.
Our roots are in paid search: measurement that follows the sale, landing pages that support the promise, and campaigns managed with intent.
Today we connect Attribution, Branding and Campaigns with technical talent, partners and AI-assisted workflows. The aim is to test useful ideas, document what works and improve the system behind performance.
Technology helps the team work with more context and consistency. People remain responsible for the quality of the work and the decisions it informs.
Explore the ABC frameworkFounder · Executive perspective
Richard Castello
Google Marketing Platform & Search Ads 360 experience, brought into the decisions your business needs to make.
- Experience
- 12+ years in performance marketing
- Media budgets
- $400M+ in lifetime managed spend
- Based in
- Sitges, Spain · English & Spanish
Richard’s executive lens
Keep the commercial priorities in view.
Richard’s background spans e-commerce, travel and B2B SaaS, from hands-on campaign work to enterprise strategy at Google. His role is to connect the evidence, challenge assumptions and focus the team on what matters next.
Set the direction.
Define the priority, the business question and the decisions that need senior judgment.
Connect the work.
Bring measurement, brand experience and campaigns into one conversation.
Review what changed.
Use results and their limitations to choose the next improvement.
A named reviewer supports day-to-day delivery. Direct executive advisory is scoped separately.
GoogleSolution specialist
UCLMA Global Learning
Peace CorpsService in Ecuador
USF HonorsCommunity mentor
How the business developed
The Snobs evolution.
2021–2025
Enterprise experience
At Google, Richard worked across Search Ads 360 and Google Marketing Platform, alongside major agency teams. That experience shaped the emphasis on commercial priorities, measurement and technical standards.
2025 onward
A connected growth business
PPC Snobs brings search experience into a lab model: one ABC framework, a global partner network and AI-augmented developers. Part-time and dedicated roles are ways to put that capability inside a client team.
Specialist capability
The expertise behind the work.
Measurement and telemetry
Server-side tagging, CRM and call-tracking connections, and reporting that keeps commercial outcomes in view.
AttributionCreative and landing pages
Brand consistency, useful content and performant web experiences built around the next step.
BrandingSearch and campaign discipline
Intent, product feeds, query review and cross-channel coordination, supported by an agreed decision process.
CampaignsPeople and practice
Technical people. A connected network.
Our VA pool brings development and programming capability into the business. The wider network connects technical delivery with strategy and specialist expertise; Arusha, Tanzania, is central to our development pathway.
Our approach combines a shared framework, supervised practice and specialist support. The scope of a role follows the person’s demonstrated capability and the review available behind them.
Explore the partner networkPeople grow through the work they can perform, explain and improve.
Become a SnobThe next conversation
Bring us a growth challenge.
Start with the problem you want to solve. We’ll agree the first step, the right people and a clear scope.