Expertise
I work hands-on with Google Ads, tracking, analytics, measurement and MarTech. When the problem involves the website, CRM, automation, creative or development, I bring in and coordinate the right people while keeping a single view of the outcome.
Result chain
Positioning
Weak Google Ads results are almost always read as a campaign problem. In practice the cause often sits somewhere else, at a point in the chain nobody is measuring. So the first thing I do is find where the loss actually starts.
The map isn’t there to add activities, but to decide what to fix first.
Duplicated, missing or misattributed conversions.
Demand reaches the site, but the journey doesn’t hold up.
The algorithm optimises towards actions that create no value.
The real value of a sale never returns to the ad platforms.
Assets and messages that don’t match the format or the search moment.
The proposition isn’t distinguishable from competitors in the auction.
Spend spread across campaigns that don’t move the result.
Leads handled late or without qualification: cost per sale rises with the same campaigns.
Primary specialisation
This is the area I have worked on longest and most consistently, always personally inside the account. Strategy, structure and optimisation aren’t separate stages: daily decisions come from business goals, not from platform metrics.
I don’t optimise a campaign just to increase conversions. I check which conversions create value, how much margin they generate and which signals go back to the algorithm.
Data and measurement
Measurement isn’t a technical formality: it’s what makes every later decision possible. Before touching campaigns I check that the data really describes what happens in the business.
If Google Ads receives incomplete or incorrect signals, it can optimise efficiently towards the wrong outcome.
Data path
Real behaviour on the site or booking engine.
A consistent data structure that stays stable over time.
Collection rules that are controlled and documented.
Conversions and micro-conversions with the right hierarchy.
Lead qualification and actual value.
The data that returns to the platforms as a useful signal.
CRO, UX and landing pages
A campaign can bring the right demand and lose it at the next step. I analyse the post-click journey with the same criteria I use inside an account: where it breaks, why, and what that break costs.
When demand exists but doesn’t turn into leads, bookings or sales, the problem can be in the journey, not in the campaign.
I define and lead the optimisation strategy, set test priorities and verify results. When implementation is required, I coordinate designers and developers while keeping goals and accountability clear.
MarTech, automation and AI
I introduce a tool only when it solves a measurable problem: missing data, a manual step that slows things down, information that never reaches the person who has to decide.
Strategy and fractional CMO
When the problem doesn’t belong to a single channel, someone has to take responsibility for connecting people, data and decisions.
In some projects the most useful contribution isn’t operating a platform, but putting priorities in order and holding marketing, technology and business goals together.
Transparency
I don’t present myself as a specialist in every discipline. When a specific skill is needed, I bring in or coordinate the right professional, keeping goals, priorities and accountability clear.
Dependency map
Each area affects the others. Working on one in isolation produces improvements that don’t hold over time.
Defines goals, priorities and what is worth measuring.
Turns existing demand into qualified traffic.
Verifies what creates value and what doesn’t.
Moves information between systems and people.
Determines how much demand becomes a result.
Brings the real value of a sale back into the system.
Holds decisions, timing and accountability together.
Roles
The distinction is stated upfront: it makes clear who is accountable for what and avoids grey areas during the project.
Who this is for
It isn’t a fit for everyone. It works when advertising investment already exists and the question is no longer purely operational.
Direct answers
A MarTech consultant designs and connects the tools that collect, move and use marketing data: tracking, analytics, CRM, automation and integrations. The goal is that information reaches decision makers and ad platforms complete and consistent.
How I work on measurement systemsBeyond running campaigns, they assess whether the account is optimising towards economically correct goals. The work covers structure, conversion signals, budget allocation and profitability, not only bids and keywords.
The stages of work on an accountCampaigns optimise on the signals they receive. If tracking is incomplete or the CRM never returns the real value of sales, the algorithm keeps pushing towards conversions that generate no margin.
From measurement to optimisationWhen a company needs senior, continuous marketing leadership but not a full-time hire. It helps to set priorities, coordinate suppliers and connect marketing to revenue goals.
Roles and projectsCampaign management operates inside the ad platform. Strategic consulting decides where to invest, which results count and which problems come first. In my projects the two stay connected.
The working methodIn the projects I lead, coordination is mine: I define requirements, priorities and acceptance criteria, while technical or creative execution stays with specialists.
Let’s talk about your projectTell me how your marketing works, what results you are getting and where you think the system is losing effectiveness. The first conversation is there to understand if and how I can be useful.