Reservations.com
Not a client. This is where the experience came from, and it is the reason the local accounts get run the way they do.
Why this is on the page
Every other entry here is a client. This one is a job, and saying so matters, because an agency that quietly lists its founder's employer as a client is exactly the kind of thing worth being skeptical about.
Tatiana Garcia was Digital Marketing Director at Reservations.com from 2014 until March 2025, after nine years running digital marketing at HotelReservations.com before that. Hotel booking is one of the most expensive and crowded paid search categories in existence, contested by global travel platforms with effectively unlimited budgets.
What the work involves
- Managing multi-million-dollar monthly SEM budgets across Google, Microsoft and other paid search platforms.
- Building campaigns against target ROAS and target CPA goals rather than volume, where a fraction of a percent in efficiency is real money.
- Daily and monthly performance analysis to find trends early and act on them, not to describe them after the fact.
- Working directly with the call center on call strategies that improve conversion after the click.
- Working with engineering on hotel feed alignment, tag implementation, automation and dashboards.
What it means for a local account
The disciplines are identical, just smaller. Campaign structure, match type strategy, negative keyword hygiene, and refusing to let a campaign spend without a defined job are the same whether the monthly budget is seven figures or five hundred dollars. The difference is that at seven figures you find out quickly which habits actually hold up.
Since March 2025 that experience has gone entirely into Higher Ranking Marketing. The client list stays deliberately short, because there are only so many accounts can be managed properly, and that limit is the reason the work stays hands-on.