Google increased YoY traffic by
20M+ while cutting costs by $800K.

Before starting Groov, Chris led marketing for Google’s Safety Center, one of the company’s most highly visited websites—with the goal of building trust, growing engagement and driving performance.

Before starting Groov, Chris led marketing efforts for Google’s Safety Center, one of the company’s most
highly visited websites—with the goal of building trust, growing engagement and driving performance.

20 Million+

YoY Increase in Targeted Traffic

214%

Increase in SEM Click-Though-Rate

$800K

YoY Savings from Optimizations

The Company

Google is the world’s leading search engine and digital technology company, founded in 1998 and now a core subsidiary of Alphabet Inc. Built at the intersection of information and innovation, Google develops tools and platforms that power how billions of people access, organize, and use knowledge every day.

With a product portfolio that spans Search, YouTube, Android, Chrome, Maps, and Gmail—plus a dominant advertising business through Google Ads—Google is a global leader in internet services and digital advertising.

Google’s brand focuses on making information universally accessible and useful, while advancing the future through AI and cloud computing.

The Challenge

At a company like Google, trust can’t just be a feature—it has to be foundational. With billions of users across its products, one of Google’s biggest challenges was addressing mounting concerns around privacy, safety, and data transparency.

Enter the Google Safety Center, the company’s central platform for communicating its privacy and security efforts. Its mission: to earn trust by educating users and showing how their data is protected.

But trust in Google was at a low point.

Despite world-class products, many users still lacked confidence in how their data was being handled. And the deeper issue? Google had no way to measure trust—no data, no benchmarks, no feedback loops. Without measurement, there could be no meaningful improvement.

The Solution

To tackle the trust gap, Chris built a dual-layered measurement system from the ground up:

  • Qualitative: He launched global user surveys across key points in the Google Ecosystem user journey to understand how people felt about their safety, privacy, and control. These insights became the foundation for a full-site redesign.
  • Quantitative: He developed a new analytics roadmap using Google Analytics to track conversion, engagement, and traffic quality. This work enabled the team to make data-driven decisions, informing a revamped SEM strategy that cut costs while improving reach.

For the first time, Google had a system to measure user trust and the tools to act on those insights.

Chris also led marketing and growth for the Google Safety Center, managing strategy and execution across →

Chris also led marketing and growth for the Google Safety Center, managing strategy and execution across:

  • Analytics & CRO: Identified key drop-offs and optimized user flows to improve engagement and conversion.
  • Search (SEM & SEO): Scaled high-intent traffic while lowering acquisition costs through campaign and content optimization.
  • Localization: Adapted content and messaging for global audiences to ensure clarity and relevance across regions.
  • Audience Targeting: Focused specifically on low-trust users, designing content and campaigns to build their confidence in how Google protects their data.
  • Trust Optimization: Used data-backed insights to refine messaging, boost trust metrics, and support a broader privacy narrative across Google.

The Results

Once trust measurement was in place, it unlocked rapid performance gains across the board.

What was once a blind spot became a competitive advantage—aligning user sentiment with site performance.

Chris’s work helped evolve the Google Safety Center into a data-driven platform that boosted user confidence and demonstrated clear potential to drive billions in
long-term revenue.

Google generated over 20 million
new users in 2023.

Google generated over
20 million new users in 2023.

214% increase in SEM campaign click-through rate

Cost-per-click across campaigns dropped from $1.06 to $0.61

$800K in YoY site and SEM savings from optimizations

At Google, Chris helped one of the world’s most influential tech companies earn back user trust—leading data transparency campaigns that reached over 20 million users.

At Google, Chris helped one of the world’s most influential tech companies develop trust with its users—leading data transparency campaigns that reached over 20 million people.

Now, he’s bringing that same data-driven mindset and performance-focused playbook to Groov, helping brands grow smarter and more efficiently without wasting ad spend.

Ready to Get More Customers with Instagram & Facebook Ads?

We optimize digital advertising to build trust with your ideal
customers online and maximize profitable growth.

Talk To Our Founders