“The account is constantly being optimised and still brings in less.”
Revenue, margin and market decide the budget.
Found: The account was optimised for impressions and conversions. Margin didn’t count.
The account now earns more than it costs.
Projects
Google Ads
Review and run Google Ads.
Your account should bring in more enquiries. First it is settled whether it sells what you want to sell.
The means are already chosen. First I check whether the decision behind them holds.
Then I tell you whether your account sells what you want to sell, where it breaks and what that costs. And I correct it, with no agency behind it.
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Situation
Sound familiar?
Budget keeps growing“Every month we spend more, and it just doesn’t come back.”
The account optimises what it has. Nobody has checked whether it sells the offer that is meant to grow.Place 03 · What keeps running because nobody stops it
Everyone has tinkered“Agency, tool, freelancer: they’ve all had a go at it.”
Whoever only optimises never checks the underlying assumption. That is usually where the mistake sits.Place 02 · The work that looks like progress
The report“Every month a report full of numbers. What the budget actually brought in isn’t in it.”
A report shows what was measured. Nobody set beforehand what should count.Place 01 · The decision that was never made
If one of the five decisions is written down nowhere, the account optimises for a target nobody chose.
That is rarely down to the people. Usually all that is missing is the decision everyone can line up behind.
What becomes possible
- The account sells the offer that is meant to grow.
- You know what a customer may cost, and the account sticks to it.
- Every report ends with a decision.
Who takes on what
I
- read business, offer and account together
- check the tracking before I judge
- write the Decision Letter or the Findings
- rebuild the account, if you want it
- run it myself or hold the decisions for your team
You
- decide what gets sold and what a customer may cost
- give access to account and tracking
- sign off
Your agency or your team
- keeps running the account, if you want that
- works to the five decisions
How I go about it
- ReadBefore I open a campaign, I understand the business, its products and the people who buy them. Then I read the account together with brand, market and organic visibility.
- DecideFive decisions: what gets sold, to whom, what a customer may cost, what counts as a result and when to stop. I prepare, you decide.
- LeadWith an ad account, the verdict is the build. I set the account up again, with tracking that means something and landing pages that fit the offer.
- CloseI check against the five decisions and hand over. Or I keep running the account, with a monthly letter: what holds, what goes.
What may lie behind it
Five decisions before any optimisation.
What gets sold. To whom. What a customer may cost. What counts as a result. When to stop.
Where the tracking is broken, I don’t judge until it is repaired. If Microsoft or Meta run alongside, I read them too.
How you know it is done
- The five decisions are in writing.
- The tracking counts what was set as the result.
- The account is set up on that basis and signed off.
- The first report is in, with the decision that follows from it.
The criteria are set before anything is built.
Decided
Voice
“In all my time as a Senior Account Manager I only saw a ROAS this high once, and that was on a Bundesliga account.” Review on ProvenExpert, May 2025
Limits
I don’t take on an account without reading it first. I don’t optimise for clicks until it is settled that the account sells what you want to sell. And I don’t send a report that contains no decision.
Conversation
Let’s find out where your account loses money.
Twenty minutes, free of charge, nothing to prepare. You describe your situation, I tell you whether and where I would start. You know what a format costs before we begin.