I run performance marketing for e-commerce businesses across Europe — Google Ads, Shopping, Performance Max and Meta — and I build the technical infrastructure that makes those campaigns measurable.
Six years, 25+ markets. Most of my work is e-commerce with large product catalogues, where the gap between a mediocre account and a profitable one usually comes down to feed quality, campaign structure, and whether the tracking can be trusted. I’ve restructured Shopping and PMax accounts around product-level margin instead of flat ROAS targets, rebuilt tracking setups that were quietly under-reporting conversions, and taken new markets live from zero.
What sets my work apart is that I’m also a developer. I write PHP/Laravel and Google Ads Scripts, work directly with the Google Ads and Merchant Center APIs, and build the tools the platforms don’t give you: automated supplier feed exporters, daily account monitoring with anomaly alerts, custom reporting dashboards, server-side tracking. When a client’s problem has no off-the-shelf solution, I build one.
Core services:
Google Ads — Search, Shopping, Performance Max, YouTube: full-funnel architecture and ongoing optimisation (Google Ads certified in Search and Shopping)
Meta Ads — account structure, creative testing, ROAS and incrementality analysis
Product feed optimisation and Merchant Center troubleshooting
GTM, GA4, conversion tracking and server-side implementation
Custom automation — scripts, API integrations, reporting pipelines
New market entry, from account build to first profitable scale
I work best with businesses that want an owner rather than an operator — someone who takes the full scope from strategy and infrastructure through to execution and results.
Send me a note about your account and where the gaps are.
Henrikas
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A small-budget Google Ads account for a nail polish retailer. The brief wasn’t “spend more” — it was to prove the account had headroom before the client committed a larger budget.
Over one month, compared to the previous month:
Conversions up 51% (55 → 84)
ROAS improved from 13.3 to 14.3 — return went up while spend went up
Cost per conversion down 20%, from €2.65 to €2.13
Average CPC down 13%
CTR up from 14.9% to 17.6%
All of it on a 22% budget increase
What I actually did:
The account was profitable but undisciplined. Budget was spread across search queries with very different buying intent, and the bidding strategy wasn’t distinguishing between them — high-intent product searches and vague browsing traffic were being paid for at similar rates.
I restructured the campaigns around intent, then tightened match types and built out negative keywords so spend concentrated on the queries that were converting. Ad copy was rewritten for relevance, which lifted CTR sharply and pulled CPC down as a knock-on effect. With the efficiency floor established, I adjusted bidding to let the account take on more volume without loosening the ROAS target.
The outcome: a 22% budget increase produced 51% more conversions and a better return than before — scaling without the usual efficiency trade-off. Full screenshots from the Google Ads interface available on request.
Screenshots from the Google Ads interface available on request.
Google Ads account for a kitchenware retailer selling knives, cookware and sharpeners. The account was profitable but spending more than it needed to for the revenue it produced. The objective was to cut wasted spend without losing sales volume.
Over one month, compared to the previous month:
Spend reduced by 13% (€1,415 → €1,233)
Revenue held flat — same sales, materially lower cost
ROAS up from 6.64 to 7.52 (+13%)
Conversions up 18.5% (725 → 859)
Cost per conversion down 26%, from €1.95 to €1.44
Average CPC down 13.5%, with click volume unchanged
Approach:
The account was buying its traffic too expensively rather than buying the wrong traffic — click volume was healthy, but the cost of each click had drifted upward and a meaningful share of spend sat on queries that never converted.
I worked through the search term data to identify where budget was leaking, expanded negative keywords accordingly, and restructured campaigns so that high-intent product searches weren’t competing for budget with broad category browsing. Bid targets were recalibrated to the account’s actual profitable range instead of the inherited one, and ad relevance was improved to bring CPCs down.
The result: the same click volume and the same revenue for 13% less spend. Freed budget could then be redeployed into the campaigns that were demonstrably profitable rather than subsidising the ones that weren’t.
Screenshots from the Google Ads interface available on request.
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