Eleanor Knight is the Senior Digital Marketing Strategist at Marketing4ECPs, a digital marketing agency that provides tailored marketing solutions for eye care professionals. With a management degree focused on marketing from the University of Lethbridge, she brings experience from agency, platform, and in-house roles. Eleanor specializes in paid media strategy, audience targeting, and campaign testing, helping eye care practices make smarter decisions across search, social, display, and geolocation advertising.

In this episode…

Paid digital marketing works best when it is treated less like a guessing game and more like a series of smart, measured choices. When every budget has limits, how do practices know where to invest and what to test?

The answer is to align strategy with goals and let the data guide the next move. According to Eleanor Knight, a communications-minded marketing strategist with experience across agency, platform, and in-house roles, paid search often sits closest to driving action and conversions, while display, geolocation, and paid social help build awareness and consideration. She explains that stronger results come from sharper structure, like grouping keywords more thoughtfully, tailoring ad copy to match search intent, and testing one variable at a time, so even small-budget campaigns can produce useful insights.

In this episode of the Cleinman Connect Podcast, Kim Carson is joined by Eleanor Knight, Senior Digital Marketing Strategist at Marketing4ECPs, to discuss practical paid digital marketing for any budget. Eleanor covers how paid search, display, geolocation, and social channels fit within the marketing funnel, how audience targeting has evolved, and why testing one variable at a time can make a big difference. She also shares how a display campaign delivered 97 bonus conversions.