Google Ads & Meta
I manage large-scale advertising budgets across multi-market accounts. The lesson that scale teaches is simple: success is not clicking the button the platform recommends — it is measuring the right conversion and steering budget by it.
- Campaign architecture: treatment/product-based structure, market-language separation, brand protection
- Conversion tracking setup: GA4 + platform pixels + CRM feedback loops
- Weekly optimisation: query hygiene, negative lists, bid strategy management
- Restricted-vertical experience: healthcare-compliant campaign and copy design
- Lean performance reporting: the spend → conversion → cost chain
- Measurement built for the cookieless era: first-party data and Conversions API
- Audit: I review account structure and measurement setup.
- Build: I construct a simple campaign architecture and test plan.
- Optimise: I manage budget weekly, on data.
- Report: I share the real cost/conversion picture.
Frequently Asked Questions
FAQWhat does meaningful advertising performance require?
Three preconditions: a correctly defined conversion (form? sale? qualified lead?), a budget large enough to produce test data, and a landing page that matches the ad's message. If one is missing, no "smart" platform feature can compensate.
How does advertising work in restricted verticals like healthcare?
Google and Meta restrict personalised targeting and certain claims in healthcare. What works: building targeting on search intent rather than identity, writing policy-compliant copy and keeping landing pages consistent. Accounts opened without policy knowledge burn weeks in rejection/suspension loops.
When do smart bidding strategies work well?
With clean, sufficient conversion data. Machine learning multiplies whatever you call a conversion: automation fed a mis-defined conversion scales the mistake perfectly. Measurement discipline first, automation second.
Where should ad results be tracked?
Not in one source but along the chain: the ads panel shows spend, GA4 shows behaviour, the CRM shows real customers. Healthy reading puts the three side by side; accounts that only watch the ads panel fall into the "many forms, no customers" trap.
Want to talk about this?
Questions, ideas or collaboration — email and LinkedIn are always open.