Mike Larchick

Mike is the Senior Vice President at Silverback Marketing, bringing more than 25 years of experience in digital marketing, technology, and performance marketing. He builds integrated programs that combine paid media, SEO, Generative Engine Optimization (GEO), analytics, and marketing automation so every dollar an organization spends can be traced to pipeline and revenue.

Throughout his career, Mike has managed multi-million-dollar advertising portfolios across Google, Microsoft Ads, LinkedIn, Meta, and other digital platforms. His expertise spans AI-powered bidding strategies, audience development, attribution modeling, offline conversion tracking, and advanced analytics, so clients can make marketing decisions backed by their own numbers.

“Every dollar of marketing spend should be accountable. If you cannot measure it, you cannot improve it.”

An early adopter of artificial intelligence in digital marketing, Mike has consistently embraced emerging technologies to improve campaign performance and marketing efficiency. From AI-powered bidding and predictive audiences to Generative Engine Optimization (GEO) and automation, he helps clients put new tools to work without losing the discipline of measuring what each one returns.

Mike pairs leadership experience with hands-on technical depth in Google Analytics 4 (GA4), Google Tag Manager, Looker Studio, Salesforce reporting, SQL Server, and custom marketing technology solutions. His background in web development and database architecture gives him a deeper understanding of the technical foundations that drive successful digital marketing programs.

“The focus never changes: help clients make better decisions, get more from their marketing budget, and grow in a way that lasts.”

At Silverback, where he has been since the agency's founding in 2007, Mike works closely with clients to develop customized growth strategies, optimize campaign performance, and implement measurement frameworks that provide clear visibility into marketing effectiveness. Whether leading enterprise paid media initiatives, modernizing analytics infrastructure, or integrating AI into marketing workflows, his focus remains the same: better decisions, more return on the budget, and growth that holds up.