The Special Forces of SEO,
Paid Search, & AI Visibility
The Special Forces of SEO,
Paid Search, & AI Visibility
Director of Paid Search
Nicole Garrell is a seasoned digital marketing strategist with more than a decade of experience in paid search, campaign optimization, and client success. Before joining Borealis Digital Marketing, Nicole spent nearly eight years working at Google (in addition to nearly three years as a Google Ads vendor) where she played key roles in Google Ads product support, led Search Ads quality operations, and provided advanced solutions consulting for Google Ads operations.
At Google, she served as a Search Product Expert (third level) and Solutions Consultant; working to improve a variety of internal processes to reduce investigation times, working closely with the ad extension product team to improve product functionality, plus training internal Google Search Ads support teams and vendor teams on product upskilling as well as best practices. Her technical expertise and ability to simplify complex ad behaviors made her a trusted escalation point and mentor to peers.
At Borealis, Nicole works with top-tier clients to design and optimize high-performance Google Ads campaigns across industries. She specializes in Search Network strategy, ad customizers, and leveraging AI tools like ChatGPT to scale campaigns efficiently.
View Nicole’s Certifications:
Education:
B.B.A. in Food and Consumer Package Goods Marketing
Western Michigan University
Personal Bio:
Nicole is based in Ann Arbor, MI and enjoys solving complex problems through data. Outside of work, she’s passionate about technology, communication, and helping brands grow with measurable results.
Outside of work, Nicole is deeply passionate about electronic music and dance, seeing them as powerful forms of self-expression and building community. She finds balance and clarity in her daily meditation and yoga practices, which enhance both creativity and overall well-being. Whether exploring the latest tech trends, watching science videos, enjoying a dance session, or attending a yoga class, Nicole is committed to nurturing a life of growth, connection, and mindfulness.