Frederick Vallaeys

Google Adwords Evangelist


Frederick (“Fred”) Vallaeys is a renowned expert in the online marketing field, and was an early employee at Google where he was instrumental in growing the AdWords search marketing system. Most recently, he served as Google’s AdWords Evangelist, helping advertisers learn about which Google products are best to support their marketing goals. He was one of the few Googlers who covered the entire spectrum of online marketing solutions, including search, social, mobile, organic and display in meetings with some of the largest Fortune 500 companies and events with some of the smallest SMBs.

Frederick first got involved in search marketing in 1998 when he ran campaigns on out of his dorm room at Stanford. He eventually grew this into a million dollar marketing business. He joined Google in 2002 to help bring AdWords to the Dutch and Belgian markets. He was involved in Google’s acquisition of Urchin (now Google Analytics) and has received the top awards at Google for his key role in creating the first version of the AdWords Editor and growing the AdWords API into one of the most robust tools for large advertisers. Until 2012, he was one of the longest-standing members of the core team that developed the Quality Score mechanism and his insights into ads quality have been shared at industry events and been used in the creation of the number one book on Quality Score.

Frederick has spoken at numerous search marketing conferences in the United States and abroad including Search Engine Strategies (SES), Search Marketing Expo (SMX), Ad:Tech, PubCon and the Online Marketing Summit (OMS). He has contributed his search marketing expertise to trade books like "AdWords for Dummies," McGraw-Hill's "Advertising and Promotion" text book, Brad Geddes’ “Advanced Google AdWords,” and Craig Danuloff’s “Quality Score in High Resolution”. 

He has appeared on NPR, ABC News, PBS, Fortune Small Business and many other news outlets to explain how online marketing and AdWords can be main drivers of success for companies. He also has presented about online advertising to MBA programs worldwide, including at Stanford University, University of St. Gallen and Santa Clara University.

Prior to Google, Frederick was an engineer at Sapient as well as a part-time wedding photographer who found new customers through AdWords. He holds a bachelor’s degree in electrical engineering from Stanford University. He was born in Belgium and moved to the Silicon Valley when he was 15.

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