Google Ads

Google Ads works when you know what it costs to win a customer, not just what a click costs. So I start with measurement: what the goal is, how we count it and what happens to the user after they land. Only then do I set up campaigns.

How I run campaigns

A full funnel instead of a single brand campaign: buying queries, comparison queries and returning visitors each handled separately. Plus exclusions for the phrases that burn budget, and regular pruning of whatever fails to deliver.

Measurement that means something

Server-side conversions where possible, GDPR-compliant consent and Consent Mode, attribution carried through to the actual order. Without that, optimisation is guesswork.

Numbers from a real project

Green Eco Poland: 5M PLN of annual store revenue on a 250k PLN advertising budget — 20 PLN of revenue for every zloty spent. Customer acquisition cost of 88 PLN at an average click price of 2.60 PLN.

Who it is for

• Online stores that want to measure return on ad spend
• Service businesses collecting enquiries by form or phone
• Brands entering a new market or category