Senior Google Ads consultant
Google Ads should not only generate conversions. It should generate value.
I work directly on campaigns, account structure, bidding, tracking, offline conversions, CRO and CRM. The goal is not to improve an isolated metric, but to understand which signals produce sales, revenue and margin.
Before proposing any activity I check objectives, data, margin and operating conditions.
Managed volume
- 100M+
- euros of managed Google Ads spend
- 10+
- industries with hands-on experience
I have managed over 100 million euros of Google Ads spend across more than ten industries.
In digital marketing since 2005
Strategy and hands-on execution
Google Ads connected to the commercial result
I do not delegate the strategic part to an account manager: I work directly in the account, in the data and in the decisions.
Recurring signals
A campaign can look correct and keep producing the wrong result.
A low cost per lead is not enough if the contacts are not qualified. Campaigns need information about opportunities and sales, not just submitted forms.
Costs rising without a clear cause.
Leads that never become opportunities.
Conversions with different commercial value treated the same way.
Conflicting data between Google Ads, GA4 and the CRM.
Complex accounts with no economic priorities.
Reports that do not help decide the budget.
The system
From demand to margin, and back.
Forward flow
Demand
Queries, intent and markets where there is demand to capture.
Campaigns
Structure, budget and coverage of the queries that matter.
Landing page
Message, clarity of the offer and friction along the path.
Conversion
A tracked event, with a value that has to be reliable.
CRM
The contact becomes a record with a commercial status.
Opportunity
Only part of the contacts has real potential.
Sale
The result the company actually measures.
Margin
What is left after acquisition and delivery costs.
Feedback to the campaigns
- Real conversion value
- Qualified opportunities
- Offline imported sales
- Margin by campaign and source
When one of these links is missing, the algorithm can optimise the wrong signal perfectly.
Scope of work
I start from the diagnosis, not from a new campaign.
These six areas are read together. The problem is rarely where it shows up.
Economics and objectives
I reconstruct how margin is generated before looking at campaigns: what the company can afford and what acquisition has to produce.
- CAC
- Margin
- LTV
- Budget
- Capacity
Measurement
I check that the data tells the same story as the commercial systems, and that conversions are reliable and not duplicated.
- GA4
- GTM
- Conversions
- Data layer
- Enhanced conversions
Account structure
I look at how campaigns, budgets and assets are organised against economic priorities rather than management convenience.
- Campaigns
- Queries
- Markets
- Assets
- Budget
Bidding and signals
Automated strategies work on the signals they receive: I check which values are actually driving the bids.
- Smart Bidding
- tCPA
- tROAS
- Conversion value
Landing pages and CRO
I analyse the point where traffic becomes a contact: clarity of the message, form friction, mobile behaviour and speed.
- Message
- UX
- Forms
- Mobile
- Speed
CRM and commercial quality
I connect the contact to its commercial outcome, so campaigns can be judged on opportunities and sales.
- Leads
- Opportunities
- Sales
- Offline feedback
Method
Six phases to understand what to change, and in which order.
First I reconstruct how margin is generated. Then I decide what to change.Read more about the method
Method
01 Understand
Economic objectives, operating constraints, margin and delivery capacity.
02 Measure
Checking tracking, conversions, values and consistency across platforms.
03 Diagnose
Finding where the system loses value, not just where the symptom appears.
04 Prioritise
Ordering the work by economic impact and by what can actually be implemented.
05 Execute
Direct work on the account, measurement, landing pages and integrations.
06 Optimise
Continuously reading the signals and correcting priorities when the data changes.
Ways of working together
The shape of the work depends on the problem, not on a price list.
These are the formats I use most often. The scope is defined after understanding the context.
Audit and diagnosis
A time-boxed piece of work to understand where the system loses value and what should come first.
Time-boxed hands-on engagement
Direct execution on an agreed scope: account, measurement, integrations or landing pages.
Ongoing advisory
Oversight of decisions and priorities, with the internal team or the agency staying operational.
Fractional CMO
Responsibility for marketing direction when the company has no senior figure in house.
Fit conditions
When this work makes sense, and when it does not.
It is a fit when
- Google Ads is already a relevant channel.
- There is measurable data or commercial results.
- The CEO, CMO or marketing lead is involved.
- Tracking, website and CRM can also be addressed.
- There is capacity to implement.
It is not a fit when
- The only goal is the lowest CPC.
- Data cannot be shared.
- A guaranteed ROAS is required.
- Google Ads is treated as separate from the rest of the business.
Experience
I work on the campaigns, and also on what determines their result.
I have worked in digital marketing since 2005. I run Google Ads, analytics, tracking, CRO and MarTech work directly.
Since 2020 I have been CMO of The Bright Hotel, coordinating marketing for ten hotels in the United States. I have also worked on projects in hospitality, travel, education, online services, sport, gaming and mobile apps.
- Hospitality
- Travel
- Education
- Online services
- Sport
- Gaming
- Mobile apps
Frequently asked questions
The questions I receive most often.
Do you run the campaigns yourself?
Yes. I work inside the account, on measurement and on the integrations. I do not hand the work over to an execution team.
Do you replace our current agency?
Not necessarily. In many cases I work alongside the agency or the internal team, covering diagnosis, priorities and decisions. If the setup needs to change, I say so openly.
Does the audit cover only Google Ads?
No. I also look at measurement, landing pages and the handover to the CRM, because campaign results depend on those steps.
Can you connect Google Ads to the CRM?
Yes, when the CRM exposes the necessary data. The point is to feed opportunities and sales back to the campaigns, not just submitted forms.
How long does it take to see results?
It depends on data volume, sales cycle and what needs fixing. I do not quote standard timelines and I do not guarantee results: after the diagnosis I can say what is reasonable to expect and how to verify it.
How much does the consulting cost?
It depends on the scope and the way we work together. I define the cost after understanding objectives, available data and implementation capacity.
Do you work with international companies?
Yes. I work in Italian and English, including multi-market setups and accounts with a multi-country structure.
Request
Tell me about your project.
The more context I get, the more useful the first reply is. I read every request personally.
Or email me directly fabio.deleonardis@bigup.marketing
In short
Campaigns produce data. The point is to understand which data deserves more budget.
When Google Ads, the website, tracking and the CRM tell different stories, more optimisation is not the answer. The system has to be rebuilt and the right priorities defined.
Let us talk about your project