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Advertising

Google Ads and Meta Ads campaigns that are measurable, with no wasted budget

Paid advertising works when every euro is connected to an observable result. I plan and manage Search, display, social and remarketing campaigns tied to proper landing pages and correct tracking.

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A target hit by an arrow, surrounded by search ads, video ads and audience cards

How are campaign conversions measured?

A conversion is measured when the action that matters to the business — form submitted, call, booking, purchase — is recorded as an event and tied back to the campaign, ad group and keyword that produced it. Without that link you are watching clicks and impressions, which say nothing about return.

Setup has three steps: define which actions count as conversions, track them in Google Tag Manager while checking nothing is counted twice, and import them into the ad platforms so they can optimise spend. User consent is a hard constraint: without consent the data is partial, and reports have to be read with that in mind.

Who this is for

  • Businesses that need enquiries within weeks, not months.
  • Companies spending on ads without knowing which ones deliver.
  • Anyone launching a service and validating demand.
  • Local businesses that want visibility in their own area.

A campaign performs only as well as the page it lands on: explore landing pages and funnels and connect incoming contacts to your CRM.

Problems I solve

What usually gets in the way

  • Campaigns generate clicks but not enquiries.
  • Nobody knows which ads or keywords actually produce contacts.
  • Budget is consumed by irrelevant searches.
  • Paid traffic lands on the home page instead of a dedicated page.
  • Conversions are tracked inaccurately or counted twice.
  • People who already visited the site are never re-engaged.

The solution

How I approach it

An effective campaign starts from three things: the right demand to capture, a consistent message and a destination page built for one single action.

I structure accounts by objective, separate traffic types, exclude what is not relevant and connect every conversion to a properly tracked event. Landing pages are built or revised together with the campaign, not afterwards.

The work continues with tests on ads, audiences and bidding, and with reports showing cost per lead and lead quality, not just impressions and clicks.

What is included

Activities included in this service

  • Google Ads Search and Performance Max campaigns
  • Display and video campaigns
  • Meta Ads on Facebook and Instagram
  • Remarketing and custom audiences
  • Audience and demand analysis
  • Landing page creation and optimisation
  • Account structure, ad groups and negative keywords
  • Conversion tracking setup and verification
  • Budget and bidding strategy optimisation
  • Regular reports with cost per lead and next actions

Concrete benefits

What changes for your business

Immediate visibility

Unlike SEO, campaigns bring traffic from day one.

Budget control

Spend concentrated on what produces enquiries, not on what only produces clicks.

Data to decide on

You know which campaign, ad and keyword generated each contact.

End-to-end consistency

Ad, landing page and automated follow-up designed together.

Comparison

SEO or Google Ads?

SEO or Google Ads?
SEOGoogle Ads
TimelineMonths. Results build gradually and persist.Days. Traffic starts as soon as the campaign is approved and stops when you pause it.
CostInvestment in optimisation work; the traffic itself is not paid per click.Continuous cost per click, proportional to volume and competition.
ControlIndirect: you influence rankings, you do not set them.Direct: you choose searches, audiences, locations, schedules and budget.
TogetherCombining them is the usual choice: campaigns cover demand while SEO grows, and campaign data shows which searches are worth pursuing organically.

How I work

Five phases, in this order

The same sequence applies to a website, a campaign and an automation project. It keeps decisions traceable and avoids work done for its own sake.

Analysis

I study your market, your competitors, the data you already have and how enquiries reach you today. Without analysis, every decision is guesswork.

Strategy

We define measurable goals, priorities and budget. We decide what comes first and what can wait, in a written plan you can actually read.

Design

Structure, content, interfaces and conversion paths are designed before a single line of code is written or a campaign goes live.

Implementation

I build the website, campaigns, automations and tracking, with quality checks on speed, accessibility and data accuracy.

Measurement and optimisation

We review results with real data and act where it matters. The work does not end at launch.

Frequently asked questions

Questions I am asked most often

It depends on your industry, competition and geography. During the analysis we estimate the average cost per click together and set a realistic budget that can collect useful data.

Google Ads captures existing demand, Meta Ads creates interest within a defined audience. The choice depends on the service, the buying cycle and your goals. Often a combination makes sense.

Not necessarily. A dedicated landing page is often enough, faster to build and easier to optimise.

I configure events in Google Tag Manager and Analytics 4, verify there are no duplicates and respect the user's consent choices.

With regular reports showing spend, leads generated, cost per lead and the decisions taken, without decorative metrics.

Sources and references

Content on this page last reviewed: September 2026. The tools referenced above are changed by their own providers: where in doubt, the official documentation linked here takes precedence.

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Let’s turn your digital presence into a growth tool

Tell me about your project. We will look at your goals, obstacles and opportunities together and identify the most effective solution.

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