How I work
Data and strategy first. Budget comes after.
Over 15 years I have looked into many ad accounts. Most often I saw the same thing: campaigns without a strategy, launched on gut feeling and judged by clicks.
I work differently. I start with data, build a strategy for the whole sales funnel, and only then spend your budget.
Data
Without data there is nothing to talk about
I don’t judge an account from a single screenshot, and I don’t promise results before I’ve seen the numbers.
01
Measurement first
If conversions are tracked incorrectly, every optimisation goes in the wrong direction. That’s why I start by checking tracking.
02
Numbers your accountant sees
Revenue, margin, customer acquisition cost and customer lifetime value. Clicks and reach are only a means to an end.
03
Decisions based on tests
I introduce changes in stages and check their impact. What doesn’t work, I switch off. What works, I scale.
I don’t pour traffic into a leaky bucket.
For an audit and a call I need view access to Google Ads, Analytics, Merchant Center, Search Console and Meta Business Manager. I never ask for passwords. Granting access takes 10 minutes over the phone.
Experience
What 15 years in ad accounts have taught me
The market is full of promises of results here and now. I prefer to show how I get to results.
What I usually see in accounts
- No strategy. Campaigns run “because you have to be on Google”.
- Every channel lives on its own and nobody looks at the whole funnel.
- Demand-building campaigns don’t produce last-click sales, so someone decides they don’t work and switches them off. A few months later there are no new customers.
- Success measured in clicks and reach instead of margin.
- Reports full of charts designed to look good in front of the board. It’s a very common picture. In the account, reality can be a disaster: cost per order rises, margin falls, and the report doesn’t show it.
How I do it
- A written strategy before the first campaign goes live.
- Google Ads, Meta Ads and other channels planned together, as one funnel.
- Budget split between building demand and selling. Each stage judged by its own metrics, not just the last click.
- Results measured by revenue, margin and customer acquisition cost.
- A no-frills report that shows what we do next month.
Strategy
The store funnel according to AIDA+R
Many people know this model. Few actually implement and analyse it. For me it is the foundation of every e-commerce campaign plan.
A
Attention
The customer sees the brand for the first time. YouTube, Meta, Demand Gen. We measure reach in the target group and cost of reach.
I
Interest
They browse products and compare. Search on generic keywords, comparison content. We measure engagement and return visits.
D
Desire
They come back and add to cart. Dynamic remarketing, reviews, offers. We measure carts and cart abandonment.
A
Action
They buy. Shopping, Performance Max, product keywords. We measure ROAS, margin and cost per order.
R
Retention
They come back for more purchases. Upselling, e-mail, remarketing to customers. We measure repeat purchases and customer lifetime value.
STDC as a complement
AIDA+R tells you what to show the customer at each stage of the path to purchase. STDC helps decide who we reach and in which channels. I use both, but for an online store the starting point is AIDA+R.
See
Might buy one day.
Think
Considering a purchase.
Do
Ready to buy.
Care
Already customers.
Let’s look at your account from this perspective
Write or call. After a short conversation I’ll tell you what’s missing from your strategy and where to start.