Services
Four disciplines. They can be taken on separately, but the value is in the connection: a campaign optimised on the wrong data spends the budget well in the wrong place.
How we work together
- 1
Audit
It always starts here. I analyse ad accounts, tracking and actual sales, and compare them against each other. The result is a written document with the problems found, how much they weigh and in what order to fix them: it stays useful even if we don’t go further.
- 2
Project
Work with a start and an end, chosen from the audit’s priorities: setting up or fixing tracking, restructuring an account, an automation, the acquisition plan. Goal and deliverable are defined before we start, and the documentation stays with you at the end.
- 3
Management
Ongoing work: campaign management, automated reports, marketing leadership as a fractional CMO. Every month a written review: what happened, why, and what changes the following month.
Tailored quote after the first call, based on channels, budget managed and scope.
Advertising
Google, Meta and other channels
The problem: The campaigns are running and the platform ROAS looks acceptable, but sales don’t follow. It isn’t clear which campaign brings in new customers and which spends budget on people who would have bought anyway.
What I do: I work on Google Ads (Search, Shopping, Performance Max) and Meta Ads, plus LinkedIn, TikTok, Microsoft, Amazon and Pinterest where the audience is. I build the campaign structure, the testing logic and the criteria for scaling or stopping. Every decision starts from actual sales data: a product that spends more than it returns in value is loss-making at any margin, and you see it before increasing the budget.
What’s included
- Account review: structure, history, conversions used by automated bidding
- Campaign structure and naming conventions
- Launch with testing logic and stated stop thresholds
- Static and video creative for testing, from creative concept to production
- Ongoing management with documented changes
- Monthly report on what happened, why, and what changes
Data & business intelligence
Tracking, business and market analysis
The problem: GA4, Meta and Google Ads report different numbers. A purchase counted twice, or not counted at all, changes the decisions of automated bidding, and nobody notices until the budget has already been spent. Beyond the accounts, there’s often no picture of the market either: what competitors are doing, how prices and demand are moving.
What I do: I check the entire measurement chain, from the tag to the order recorded in the management system. I fix what’s broken, set up server-side tracking where needed and build reports that put all channels in one view, with margin next to revenue. Then I widen the view: I cross-reference data from ads, e-commerce, management system and CRM, and analyse the market in depth, from competitors to the ads they run, from prices to search demand. The result is guidance on where to position yourself, not only on how to optimise.
What’s included
- Audit of tags, events and conversions across all platforms
- Comparison between platform data and actual sales
- Setup fixes and, if needed, server-side tracking
- Automated multi-channel reports: weekly and monthly
- Contribution margin analysis on products and campaigns
- Dashboards combining ads, e-commerce, management system and CRM
- Business analysis: sales and margins by product, seasonality
- Market analysis: competitors, active ads, prices, search demand and social content
AI automation
Workflows and integrations
The problem: Hours every month on repetitive tasks: reports put together by hand, exports to cross-reference, leads to sort. AI looks like the answer, but it isn’t clear what can really be applied.
What I do: I start from the processes that take the most time or produce the most errors and automate them with tools I use every day on my own accounts: API integrations, workflows on n8n or Make, agents built on language models. Every automation has an owner, documentation and a measure of the time saved.
What’s included
- Mapping of candidate processes
- Prioritisation by time saved and complexity
- Development and testing on real data
- Operational documentation
- Maintenance or handover to the in-house team
Strategy / fractional CMO
Plan, budget, coordination
The problem: There are different suppliers for the website, social media and campaigns, each with their own numbers. Nobody decides where the budget goes and reports to management with a single picture.
What I do: I set goals, channels, budget and review thresholds for the next twelve months. I read the funnel from click to order and point out where to act, even when the problem is the page and not the campaign. I coordinate suppliers on the same KPIs.
What’s included
- Analysis of sales history, seasonality and channels
- Acquisition plan with budget and KPIs by channel
- Review of the funnel and landing pages
- Coordination of suppliers on the same KPIs
- Monthly review with management
Not sure which of the four to start with? That’s the right question for the first call.