Meet Our Team
John Lipartito
Digital Advertising Specialist
MeanPug Digital
John is a digital advertising specialist at MeanPug Digital with over a decade of experience in paid ads and a special focus on helping law firms grow.
About John
John is a digital advertising specialist at MeanPug Digital with over a decade of experience in paid ads and a special focus on helping law firms grow. He has personally managed millions of dollars in PPC spend all over North America and Canada, and takes pride in developing custom strategies that help clients succeed.
John began his career as a copywriter, but quickly climbed the ranks, landing marketing director jobs for various businesses before shifting focus to the legal industry, where he worked as a PPC strategist for some of the largest law firms in North America. His passion for new technologies and tactics pairs well with a big picture approach to advertising. It’s a unique mix of perspectives that lets clients know they’re in good hands.
In his spare time, John can be found obsessing over new album releases, opening an old, dusty book, or kayaking down a nearby river. He’s as comfortable identifying native plants as he is cataloging Hank Williams records. More than anything, he believes the topic itself matters less than the joy of learning about it, a mindset that shapes both his work and his life.
Problems I love to solve
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What kind of ad spend do you need to achieve your goals?
Sometimes the costliest mistake you can make is underfunding a campaign, or scaling a budget further than it can reasonably go. Our job as digital advertisers is not just optimizing copy and keywords—it’s also making sure you’re investing the right amount in the right place.
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Which ad platforms will be most efficient for your business?
There are so many places you can run ads these days. How do you know which ones are right for your business? A combination of data and experience gives me the confidence to say where your ads will and won’t work. That’s valuable in an era of seemingly endless options.
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How can you take advantage of what’s new in digital advertising?
I’ve always been a sucker for new shiny objects. If there’s a new release, I’m on it. Sometimes that means figuring out something isn’t worth the hype. Other times it means my clients get to take advantage of a golden opportunity before their competitors do. It’s one of the most exciting parts of the job for me.
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How can branded advertising help your business overall?
People neglect branded advertising because it’s less visible. But the downstream effects of a well-run brand campaign can be just as impactful as lead gen—in some cases, more so. As attribution tracking becomes more and more difficult in this modern digital ecosystem, the power of simply getting eyes on your brand shouldn’t be underestimated.
"The days of gaining an edge through keyword research and bid adjustments are over. What matters now is how your advertising fits into the bigger picture—your data, your business model, and your brand. That’s the difference between running ads and making them count."
