Matt Carter is the Senior Director of Marketing at Nápreva, with 20 years of experience in digital marketing and 15 focused specifically on paid media. He’s worked both agency-side and in-house, managing paid media across various industries and translating complex PPC strategies into something stakeholders can actually understand.

Matt is also a former adjunct professor of digital marketing at San Diego State University and a frequent industry speaker, including at Hero Conf. He lives in San Diego with his wife and two kids, and when he’s not working, you’ll usually find him surfing (or at least trying to find time to surf).

Henry Bell is the founder of Bellringer Marketing, a Google Ads agency for owner-operated law firms, and home service businesses. He has managed more than $3M in Google Ads spend, focusing on criminal defense and personal injury, where bar advertising rules and high-stakes leads make every click expensive.

His work centers on a question most accounts can't answer: how much did we spend, and what came back? He builds the tracking to answer it, connecting call tracking, CRM data, and offline conversions so campaigns are judged on signed cases instead of clicks and cost per lead.