---
title: "Mike Larchick, Senior Vice President"
site: "Silverback Marketing"
domain: "silverbackmarketing.com"
type: "About"
description: "Mike Larchick leads paid media and analytics at Silverback Marketing: 25+ years across Google, Microsoft, LinkedIn, and Meta with AI-powered measurement."
canonical: "https://silverbackmarketing.com/about/mike-larchick"
markdown: "https://silverbackmarketing.com/about/mike-larchick.md"
---


Senior Vice President

# Mike Larchick

Turning marketing spend into measurable growth. Senior Vice President at Silverback Marketing. Building integrated paid media, analytics, and AI-driven programs that get more from every dollar of spend.

## Smarter decisions, clearer numbers.

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.

- 25+: Years in digital
- 2007: Since founding
- 5+: Ad platforms managed

## Proficient Tools & Platforms

- Google Ads (Paid Search)
- Microsoft Ads (Paid Search)
- LinkedIn Ads (Paid Social)
- Meta Ads (Paid Social)
- GA4 (Analytics)
- Tag Manager (Measurement)
- Salesforce (CRM)
- BigQuery (Data)
- HubSpot (Automation)
- ChatGPT (AI)
- Claude (AI)
- Gemini (AI)

## Specialties

- Paid Media Strategy (Paid)
- AI-Powered Bidding (AI)
- Audience Development (Audiences)
- Attribution Modeling (Data)
- Offline Conversion Tracking (CRM)
- Analytics & Measurement (GA4)
- Marketing Automation (Ops)

## Experience

- Senior Vice President, Silverback Marketing, 2007 to present · 18 years

## On the record

## Articles by Mike Larchick.

Every article on this site bylined to Mike, generated from the blog's author field.

- 2026-10-12: [Brands Are Raising Ad Budgets Over AI Search. Most Skip the Cheap Fix](https://silverbackmarketing.com/ai-search-ad-budgets-share-of-model)
- 2026-06-29: [The Anatomy of a Google Search Ad](https://silverbackmarketing.com/anatomy-of-a-google-search-ad)
- 2026-06-13: [How to Use PMAX Without Losing Strategic Control](https://silverbackmarketing.com/pmax-strategic-control-google-ads)
- 2026-06-12: [How Customer Match Improves Paid Media Performance](https://silverbackmarketing.com/customer-match-paid-media-performance)
- 2026-06-11: [What Is Offline Conversion Tracking for Paid Media?](https://silverbackmarketing.com/offline-conversion-tracking-paid-media)

Talk paid media, analytics, AI-powered bidding, and what it takes to make every marketing dollar accountable.

[Follow on LinkedIn](https://www.linkedin.com/in/mike-larchick/)

Ready when you are

## Build a smarter growth strategy.

An audit takes 15 minutes of your time and gives you a prioritized 30‑60‑90 plan, whether or not we ever work together.

[Request an audit](/contact/request-an-audit)

[Book a discovery call](/contact/book-a-discovery-call)

- No vendor pitch
- Senior strategist call
- Plan you can keep