Most Google Ads specialists have worked on a few dozen accounts. Google assigned me over a thousand.
For two and a half years I was a Google-appointed representative — businesses assigned to me directly by Google, 300+ accounts a quarter, across every industry and budget level. My job was to find what was broken and fix it.
That volume of exposure is the thing I’d point to. Pattern recognition across a thousand accounts means I’ve usually encountered your specific problem before, on someone else’s account.
The role also came with access most advertisers don’t have. Google runs internal teams that will work on an account at no cost — conversion tracking and server-side tagging, audience building, Merchant Center and feed optimisation, creative production. Knowing what they’ll do and how to request it is a genuine advantage.
Policy issues came through me directly. Suspensions, disapprovals, compliance flags — I researched the cause, filed the appeal, and worked with Google’s policy team through to resolution. Most were successful.
Selected results: built a Google Ads channel from zero to roughly 5,000% ROAS for an eCommerce brand with no prior paid search history. Restructured a cosmetics brand’s Performance Max campaigns, growing ROAS from 3x to 7–9x by fixing the feed before touching the bidding. Rebuilt a fashion brand’s underperforming campaigns to 4x core ROAS, with Brand campaigns at 8x.
My approach is consistent: diagnose before touching anything. Tracking first, then structure and feed, then bidding. I’m direct about what’s actually wrong, including when the answer isn’t what a client wants to hear.
I offer a free first look — a 20-minute review of your account plus one written page covering what’s working, what isn’t, and what I’d fix first. No cost, no obligation.
Available for full account management, audits, and one-off strategic consulting.
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eCommerce · Performance Max · Brand Search · Demand Gen · Creative Testing
This clothing brand had underperforming campaigns with low ROAS and no clear growth strategy. I rebuilt the entire account structure — starting with segmented PMax asset groups by gender, product category, and messaging, followed by Brand campaign setup to capture high-intent demand, and Demand Gen expansion for visual channel growth.
Creative and targeting testing ran throughout to continuously improve efficiency. The account went from barely breaking even to a consistently profitable, scaling channel.
Result: Core ROAS 1–2x → 4x · Brand campaigns 8x · Demand Gen ~$50K revenue
eCommerce · Performance Max · Merchant Center · Feed Optimisation · A/B Testing
This cosmetics brand had Performance Max campaigns running but performance had plateaued. The existing structure lacked proper asset group segmentation and the product feed had quality issues affecting how products were being served.
I rebuilt the PMax structure with segmented asset groups, cleaned and optimised the product feed in Merchant Center, ran continuous A/B tests across creatives and audiences, and refined bidding strategy throughout. Performance improved consistently over the campaign period.
Result: ROAS grew from ~3x to 7–9x
Lead Generation · YouTube · Demand Gen · Funnel Optimisation
A hobby-based online course business was using YouTube Shorts for demand generation but struggling with conversion efficiency. I analysed the funnel end to end — targeting, creative alignment, and campaign structure — and rebuilt the approach around what was actually driving course purchases.
Optimisations focused on audience refinement, creative-to-landing page alignment, and bidding strategy to improve conversion rate while scaling spend.
Result: ~1,000–1,500% ROAS (10x–15x) while scaling
eCommerce · Google Search · Performance Max · Demand Gen · Merchant Center
This brand was running Meta ads only and had never used Google Ads. I built the entire channel from scratch — starting with Search campaigns to validate demand, followed by Merchant Center setup, product feed upload, and Performance Max launch.
Once the core campaigns were profitable, I expanded into Brand campaigns and Demand Gen to capture intent at every stage of the funnel. The account went from zero Google Ads history to a fully scaled, profitable acquisition channel.
Result: ~5,000% ROAS (50x return) from a cold start
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