Hi, I'm Lori Calcott
Partner, webShine · Google Ads
I’ve been working in paid search marketing for more than 25 years — starting back in the days of Overture, before Google Ads even existed. Over the years, I’ve had a front-row seat to the evolution of digital advertising, learning how search behavior, technology, and strategy have continually changed while one thing has remained the same: results matter.
After earning a degree in Biochemistry, I moved to Colorado in 1997 to ski and unexpectedly found my way into marketing while working in Crested Butte. What started as curiosity quickly turned into a career. I spent several years working at an agency before co-founding webShine with Lindsay, combining deep experience in paid search with a passion for helping businesses grow.
I’m also the co-author of The Definitive Guide to Google AdWords, a book written to help businesses and marketers better understand the rapidly changing world of Google advertising.
What I enjoy most about paid search is the balance between creativity and analytics. Few areas of marketing provide such immediate, measurable feedback. I love combining strategy, messaging, data, and testing to uncover what truly drives growth for a business.
When I’m not working, you’ll usually find me spending time with my family skiing, biking, hiking, or enjoying the outdoors here in Colorado.
What I Focus on at webShine
As a partner at webShine, I build and manage paid search campaigns focused on measurable ROI and long-term growth.
- Google Ads strategy and campaign planning
- AI-powered search marketing strategy
- Search, Performance Max, YouTube, and Demand Gen campaigns
- Keyword and search intent research
- Competitive advertising analysis
- Audience targeting and segmentation
- Conversion tracking and GA4 configuration
- Landing page and conversion rate optimization
- Ad copywriting and creative strategy
- Remarketing and customer match audiences
- Budget management and bidding strategy
- Lead quality analysis and CRM integration
- Reporting, attribution, and performance analysis
- Client communication and education
- Sales and new client onboarding
What Clients Are Saying
"Working with Lindsay and Lori was easily one of the best decisions we made as a small business. They have patiently helped us retool our marketing for maximum value. Whether it was launching a vibrant blog, or explaining the new rules of GEO related to LLMs, Lindsay and Lori helped us stay one step ahead of our competitors."
Sean
Collective Speakers
