Welcome to 90 with 90, a series of micro -videos that show 90octane team members discussing their marketing expertise in under 90 seconds. Here, 90octane Paid Search Coordinator Will Sherman explains how to use the best practices of paid search to maximize your lead generation results. Paid search has gone from a reliable source of traffic to a key conversion point for campaigns. Learn to identify your business goal and then use paid search to direct your audience where you want them to go.