After paying for Kellogg business school by buying and selling trademarks, Perez focused his spare time on online arbitrage opportunities such as lead generation and made for AdSense sites. When his lead gen earnings significantly eclipsed his salary he decided to do his own thing. After leaving eHarmony, where he was the head of online acquisition marketing, he became one of eHarmony’s top individual affiliates. He hoards thousands of domains that drive millions of page views each month. Numerous of his AdSense sites come up in the first position for generic keywords. Disgraced celebrities hire him to bury negative stories in Google. Perez thinks that 20,000 ad groups is a good starting point. While managing PPC for YLighting.com Perez leveraged the technology soon to be known as Convertro to grow revenue and ROAS at the same time. After deploying Convertro with several of his other clients and in every case seeing the same results – he was hooked.