Google Ads run for margin, not just ROAS.
A high ROAS can still generate little profit if the campaign is mostly selling low-margin products. I structure Search, Shopping and Performance Max around the catalog's real profitability, with direct communication and no agency layer in between.
Real results from the custom label case study, 6-12 months.
How I work
Analysis & strategy
Competitor research, goals defined in terms of margin (not just spend or revenue), audit of the existing account structure.
Tracking
Correct conversion tracking setup on Google Analytics 4 and Google Tag Manager: the foundation without which every later optimization is built on bad data.
Campaign structure
Search, Display, YouTube and Performance Max, with custom label segmentation when the catalog requires it: the same structure that drove +40% net profit in the case study.
Continuous optimization
Daily or weekly monitoring depending on budget, with a data-driven approach rather than "set and forget."
Why freelance, not agency
- Direct communication: you talk to whoever sets up and optimizes the campaigns, not an account manager acting as a go-between.
- Guaranteed seniority: no risk of being handed off to a junior in training.
- Optimized cost: no agency overhead to cover with your media budget.
How pricing works
Depending on budget and project stage, I use a fixed monthly fee, a percentage of ad spend (for budgets above €5k/month) or a hybrid model: fixed fee plus success fee tied to results. We discuss which makes sense for your specific case after the initial audit.