Mike Lovelle

Senior Paid Advertising Strategist

Michael Lovelle, aka Coach Mike, Senior Paid Advertising Strategist at Straight North, brings over ten years of expertise in digital marketing, specifically paid advertisement for B2B and B2C lead gen and ecom clients. Through his hard work, passion, and dedication to his craft — as well as innate competitiveness he displays as a basketball coach and sports enthusiast — Mike helps clients grow and scale their business to the next level.

Mike’s passion for Paid Advertising came from working at his last handful of agencies where he built and developed different processes, strategies, and ideas that were successful. He brought that commitment to SN to help businesses grow and scale efficiently, specifically with PPC. He also works directly with our agencies’ internal accounts to help bring in new business, prospects, and revenue sales.

Articles Written by Mike

  • SME Showcase
  • Thought Leadership
  • Paid Advertising

PMax vs Standard Shopping: Why AI Is the Way to Go

Performance Max (PMax) is Google’s AI-driven, omnichannel campaign type designed to deliver ads across all of Google’s available networks. By leveraging machine learning, PMax goes beyond traditional campaigns, ensuring your ads reach the right customers at the right time.

Articles by other Authors

  • LinkedIn Marketing

What Type of Content Performs Well on LinkedIn?

LinkedIn success depends on more than posting regularly; it depends on sharing content that aligns with how professionals use the platform. The best-performing content tends to be specific, useful, conversation-driven, and built around authentic expertise rather than generic promotion.

  • SEO
  • Local SEO

Seasonal Marketing Strategies: Timing Campaigns for Peak Seasons

This blog post explains why home service businesses need to plan seasonal marketing campaigns well before peak demand arrives. It focuses on HVAC, plumbing, and pest control companies, showing how each vertical can use customer behavior, seasonal demand patterns, and early campaign planning to capture more leads.

  • SEO
  • Local SEO

How to Use Community Partnerships to Build Local Authority

Community partnerships can be a powerful local SEO strategy because they build both real-world trust and online authority. By working with nonprofits, schools, chambers of commerce, local events, and neighboring businesses, companies can earn relevant backlinks, citations, press mentions, and brand visibility that strengthen their presence in local search.

  • LinkedIn Marketing

Creating a LinkedIn Content Calendar That Drives Engagement

A LinkedIn content calendar helps B2B companies move from sporadic posting to a more strategic, consistent presence. By defining goals, organizing content pillars, setting a realistic cadence, and reviewing performance regularly, brands can create LinkedIn content that builds authority, encourages engagement, and supports broader marketing goals.

  • SEO
  • Local SEO

Emergency Services Marketing: Capturing After Hours Leads for HVAC and Plumbing

This blog post explains why after-hours emergency leads are uniquely valuable for HVAC and plumbing companies, and why standard marketing tactics are not enough to capture them. It emphasizes the importance of fast visibility, immediate trust, mobile-first conversion paths, and responsive follow-up when homeowners need urgent help outside normal business hours.

  • Local SEO

Local Link Building Strategies That Work

Local link building is an important part of local SEO because it helps search engines understand that your business is trusted and relevant within its community. This post explains practical ways to earn stronger local backlinks.

  • Internet Marketing
  • LinkedIn Marketing

LinkedIn Versus Facebook for B2B Marketing: Which Platform Delivers Better ROI?

This blog post compares LinkedIn and Facebook as B2B marketing platforms, focusing on how each contributes to ROI in different ways. LinkedIn offers stronger professional targeting and higher lead quality, while Facebook provides broader reach, lower costs, and strong retargeting opportunities.

  • AI
  • SME Showcase
  • Thought Leadership
  • Internet Marketing
  • SEO

What Is llms.txt — And Does It Matter for SEO and AI Search?

As AI-powered search continues to evolve, many publishers are exploring new ways to influence how their content is discovered and used by AI systems. One proposed solution is llms.txt, a file designed to help AI platforms identify a website’s most important content.

  • Internet Marketing

Essential Digital Marketing Tips for the Home Services Industry

This blog post explains how home services businesses can use digital marketing to become more visible, credible, and easy to contact when customers need help quickly. It emphasizes a practical, phased approach which, when done well, will generate more qualified leads.

  • Thought Leadership
  • Internet Marketing

Not Every Marketing Dollar Should Pay Back on the Same Timeline

One thing finance teaches you quickly is that not every investment is supposed to pay back on the same timeline. Some investments are meant to create a return quickly. Others are meant to build efficiency, reduce risk, improve the customer experience, or create value over a longer period.

  • Internet Marketing
  • Local SEO

The Most Important Local Business Directories to Be Listed On

Being listed on the right directories improves your local SEO, but it also builds trust with prospective customers who encounter your business for the first time. Your presence sends a signal about how professional and established your business is.

  • Content Marketing
  • LinkedIn Marketing

LinkedIn Marketing Budget: What to Expect and How to Allocate It

This blog post explains why LinkedIn’s higher costs are tied to its professional audience, precise targeting, and stronger potential for reaching high-value decision-makers.

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