Mike Larchick

Mike is the Senior Vice President at Silverback Marketing, bringing more than 25 years of experience in digital marketing, technology, and performance-driven growth strategies. He specializes in developing integrated marketing programs that combine paid media, SEO, Generative Engine Optimization (GEO), analytics, and marketing automation to help organizations maximize ROI and accelerate business growth.

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, enabling clients to make smarter, data-driven marketing decisions.

“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 implementing AI-powered bidding and predictive audience strategies to leveraging Generative Engine Optimization (GEO) and advanced automation, he helps clients capitalize on the latest innovations while maintaining a disciplined, data-driven approach focused on measurable business outcomes.

With a unique combination of strategic leadership and technical expertise, Mike has extensive experience with 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, maximize their marketing investment, and achieve sustainable growth.”

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: helping clients make better decisions, maximize their marketing investment, and achieve sustainable growth.