More customers from the budget you already spend.

Kevin EtiennePerformance Marketing Specialist

Google and Meta Ads, done properly, and ready for what comes next, starting with ads in ChatGPT. I find what's holding your account back, then fix it.

Request a free reviewSee results
A$142
−87%Cost per leadSpa retailer, Australia
+300%Leads within a yearEducation and coaching, Europe
$581K$710K
$710KBest montheCommerce, Canada & US
$15M+Managed ad spend
10+ yearsHands-on in paid media
Ex-GoogleContractor, two years
EN / FRWorking languages
Google AdsMeta AdsPerformance MaxGA4Google Tag ManagerEnhanced ConversionsOffline conversion importConversions APILooker StudioGoogle ShoppingLanding pagesCreative productionGoogle AdsMeta AdsPerformance MaxGA4Google Tag ManagerEnhanced ConversionsOffline conversion importConversions APILooker StudioGoogle ShoppingLanding pagesCreative production

Ten years running ad accounts, from first click to paying customer.

New accounts and established ones, for direct clients and agencies. The ads are rarely the whole picture, so I look at everything from the landing page and the tracking to what happens after the lead comes in.

  1. 2016
    FreelanceWhere it all started
    Start
  2. 2017
    GoogleContractor, Dublin
    2 years
  3. 2019
    JaywingOne of Australia's top agencies, Sydney
    2 years
  4. 2021
    Freelance, full timeDirect clients and agencies
    5 years
  5. Today
    $15M+ managedAcross many industries, all over the world
    10+ years

What I fix

Six problems I find very frequently.

Where the budget goes (example)
Before
Messy structurePoor traffic segmentation BrandGenericIrrelevant
  • No idea what each euro buys
After
BrandProtect
Main serviceScale
Second serviceScale
DiscoveryCut
  • Scale what works, cut the rest
01 Account structureFixed in most accounts

You can't tell where the budget goes.

The issue I find most often: accounts grown campaign by campaign, with brand, generic and broad traffic mixed together. I rebuild around how you sell, so you can see what works and what's safe to scale.

  • Campaigns by product, service and intent
  • Brand, generic and competitors separated
  • Budgets set by results, not habit
Typical visitor-to-lead rate
2.3%
LOGO
Welcome to our companyWe offer a wide range of services for all your needs since 1998.Learn more
Homepage
  • Generic headline
  • A dozen ways to leave
  • No form in sight
6.6%
LOGO
Your free quote within 24 hours ✓Matches what they searched✓One clear offer ★★★★★ 4.9 from 200+ reviews
Get my quote
Dedicated landing page
  • Matches the search
  • Proof above the fold
  • Three fields, one action
02 Landing pages

Clicks are fine. Almost nobody converts.

Ads often land on a homepage written for people who already know you. I build pages around the search and the offer, or tell your team exactly what to change.

  • A clear message within seconds
  • Matches the ad and the search
  • Built for mobile and for the enquiry
Cost per lead as the budget grows (example)BeforeAfter
€40€40
€3k a month
€58€42
€4.5k a month
€85€45
€6k a month
03 Scaling

Works at €3,000 a month. Falls apart at €6,000.

When cost per lead rises with the budget, the cause is usually structure, not spend. I find what's really earning, and scale only that.

  • Brand and non-brand separated
  • Where Performance Max really spends
  • Creative that's run its course on Meta
Example
Google Ads
200
Your CRM
40
160 leads nobody can find
04 Tracking

The dashboard says 200. Sales say 40.

Bidding is now almost fully automated, so it's only as good as the data it gets. I fix and verify tracking before touching anything else.

  • What each action really counts
  • Google Ads, GA4 and CRM in agreement
  • Consent Mode and Enhanced Conversions
Search termTypeStatus
corporate office furniture supplierB2BKept
cheap desk chair for homeB2CExcluded
standing desk for bedroomB2CExcluded
office desks bulk order quoteB2BKept
ikea office chairB2CExcluded
05 Lead quality

You sell to businesses. Your leads are consumers.

Common in B2B: the ads attract people shopping for themselves. I tighten keywords, exclusions and targeting until they stop clicking.

  • Search terms that signal a consumer
  • Negative keywords and exclusions
  • A page that says who it's for
LeadQualified in CRMBack to Google Ads
Qualified leads, same spend (example)BaselineGainedSpend
Spend unchanged
Month 1Month 10
06 Algorithm feedingOften the biggest lever in B2B

Google doesn't know which leads closed.

Google optimises for whatever you count. I feed back which leads became customers, so it learns to find more of them, month after month.

  • Lead source captured on every enquiry
  • Quality and value tracked in the CRM
  • Outcomes sent back to Google Ads

Results

Real numbers. Clients anonymised, shown by industry and country.

−70%
Cost per lead
×2Leads per quarter
Flight school, Australia

Twice the leads, at under a third of the cost each

Leads and cost per lead, per quarterLeadsCost per lead
BeforeAfter
22 quarters, about five and a half years
Flight school, Australia
Landing pagesAccount structure

Twice the leads, at under a third of the cost each

−70%Cost per lead
×2Leads per quarter
1

Situation

One all-in-one campaign sent every visitor to the same page, whatever lesson they were searching for.

2

What was wrong

The website wasn't built for the enquiry, and the bidding was optimising for clicks rather than leads.

3

What was done

Split the campaign by type of lesson, then by match type, and sent each search to its own landing page. Switched the bidding to optimise for leads instead of clicks. Leads per quarter doubled and cost per lead fell 70%.

Request a free review
+39%
Revenue, year on year
$710KBest month
4.09ROAS
eCommerce, Canada & US

Scaled revenue, and ROAS went up too

Revenue from ads, per monthPrevious 12 monthsLast 12 months
$2.14M at a 3.91 ROAS$2.98M at a 4.09 ROAS
24 months. Previous year in grey, last year in colour. Best months: $581K, then $710K.
eCommerce, Canada & US
ScalingAccount structureTracking

Scaled revenue, and ROAS went up too

+39%Revenue, year on year
$710KBest month
4.09ROAS
1

Situation

Every previous attempt to scale the budget brought the same revenue at a lower ROAS.

2

What was wrong

No remarketing at all, and the account ran on Performance Max and Search even though Search wasn't returning a good ROAS.

3

What was done

Added remarketing and split Performance Max by product segment to focus on the best margins. Budgets set per segment by revenue volume and ROAS, and audience signals tested for each one. Revenue up 39% year on year, with ROAS rising from 3.91 to 4.09.

Request a free review
−87%
Cost per lead
145 → 1,534Leads a year
+40%Spend
Spa retailer, Australia

Ten times the leads on 40% more spend

Leads and cost per lead, per monthLeadsCost per lead
BeforeAfter
37 months. First year against the third: ten times the leads on 40% more spend.
Spa retailer, Australia
Account structureScaling

Ten times the leads on 40% more spend

−87%Cost per lead
145 → 1,534Leads a year
+40%Spend
1

Situation

They were scaling by raising budgets, but on campaigns that weren't returning anything.

2

What was wrong

A large share of the budget went to Display, YouTube and Search campaigns with no results.

3

What was done

Restructured by match type and keyword intent, and changed the landing page. Paused every campaign that wasn't producing leads, then scaled the ones with good results and room to grow.

Request a free review
−75%
Cost per lead
×3New clients
Education and coaching, Europe

From spending blind to three times the clients

Leads and ad spend, per monthLeadsSpend
Tracking fixedNothing tracked
BeforeAfter
19 months. Spend came down by about a third.
Education and coaching, Europe
TrackingAccount structureLead quality

From spending blind to three times the clients

−75%Cost per lead
×3New clients
1

Situation

One campaign, with keywords and ads in three languages, targeting all of Europe.

2

What was wrong

Tracking was in place but not firing correctly, so Google had no reliable signal to optimise on.

3

What was done

Fixed the tracking and split the campaign by language. Focused targeting on the countries with the best opportunities, rewrote the ads for each language and added negative keywords to protect lead quality.

Request a free review
+30%
Clients, year on year
+6%Spend
−23%Leads
Lawyer, France

Fewer leads, 30% more clients

Google Ads leads per monthLeadsSpend
Previous year: 6,131 leadsThis year: 4,718 leads
Same nine months, a year apart. Fewer leads, 30% more clients.
Lawyer, France
Lead qualityTrackingAlgorithm feeding

Fewer leads, 30% more clients

+30%Clients, year on year
+6%Spend
−23%Leads
1

Situation

Plenty of leads, but many weren't qualified, and Google Ads and the CRM told different stories.

2

What was wrong

The account itself was clean. Nobody, neither the client nor Google, knew where the good leads were coming from.

3

What was done

Added call tracking with follow-up, and updated the landing page to capture the exact source of every lead. Lead quality is tracked and fed back to Google Ads once we know which leads were good. Negative keywords and exclusions remove the low-quality searches we can spot.

Request a free review
−67%
Cost per lead
+400%Clients
+208%Spend
Window and glass repair, France

Five times the clients. He had to hire to keep up.

Leads and cost per lead, per quarterLeadsCost per lead
Takeover
BeforeAfter takeover
25 quarters. First year after takeover: spend +208%, clients +400%.
Window and glass repair, France
Account structureLead qualityAlgorithm feedingScaling

Five times the clients. He had to hire to keep up.

−67%Cost per lead
+400%Clients
+208%Spend
1

Situation

Lead quality was good, but growth had stalled: the account only targeted a narrow set of very specific keywords.

2

What was wrong

No tracking of lead quality, so reaching wider would have risked a flood of poor leads.

3

What was done

Added broader campaigns to scale, and fed the algorithm data on the existing customer base and on which leads were good or bad, so volume and qualified leads grew together. Restructured to manage budgets by region, alongside national campaigns with their own target cost per lead.

Request a free review

What clients say

Public reviews on Upwork and LinkedIn.

“We hired Kevin to assist with several client's PPC needs. Kevin is extremely knowledgeable when it comes to Adwords and Facebook Ads, and he has a very efficient process to ensure we were meeting deadlines and achieving results. He was quick to understand our clients, review and edit previous Adword campaigns to improve results, ensure all the right tracking and conversions are set up and provide recommendations on the best PPC strategy for our clients. I highly recommend Kevin.”
Read more
BFBen FewtrellDirector, DigiTLCUpwork
“Highly recommend Kevin for you PPC activities. He's not only Supremely capable at a technical level, but is also willing to take initiative and move obvious wins forward without delay.”
Read more
GCGrant CollinsDigital Innovator, Marketing StrategistLinkedIn
“Kevin is just great, explains everything, always answering all and any question each day. I am happy because I had been looking for an adwords manager for some time since my last one has now too many clients.. He has all my next contracts, and I asked for priority over new customers.. Just saying.”
Read more
QLQuentin Le GuenBrand strategistUpwork
“We made a great ads relaunch, Kevin helped us to build a good ads campaign structure we can handle further on by ourselves. But we will definitely contact Kevin again in case we will need his help. We liked Kevin's super professional approach, also Kevin is really great in communication. Which is a great bonus to karma! Thanks and keep in touch!”
Read more
KvKees van Nulandresilieronline.frUpwork
“Kevin has been wonderful! He is truly an expert on his field of work and doesnt just do it for the sake of being billed! Thank you Kev!”
Read more
JTJherico TuazonEDBER Real EstateUpwork
“Kevin has extensive knowledge and experience with Google's Advertising platforms. (adwords & Google Shopping), plus a sound understanding of B2B and B2C selling online. He achieved great results for us. Very reliable and responsive as well.”
Read more
RLRob LawsonFounder, Digital AssassinUpwork
“His commitment to his work is exemplary and his attention to detail is incredible. Kevin has been a key element in the success of our company. His hard work and perseverance have allowed projects to be completed on time and with great quality. He has a great ability to solve problems and find effective solutions that benefit the entire team.”
Read more
TCTed CollinCEO, BWebUpwork
“Kevin is very knowledgeable on the topic of online advertising. He has helped us tremendously to advance in this domain. We will rehire if the right job comes along.”
Read more
SMSebastian MarcuCEO, Design & Data GmbHUpwork
“Easy to work with. Understood the very brief brief he's was given and asked excellent follow up questions to ensure clarity of the request. Then completed the task ahead of schedule and to the highest standard.”
Read more
AMAdam MilikinsFounder, Nurture DigitalUpwork
“We hired Kevin to assist with several client's PPC needs. Kevin is extremely knowledgeable when it comes to Adwords and Facebook Ads, and he has a very efficient process to ensure we were meeting deadlines and achieving results. He was quick to understand our clients, review and edit previous Adword campaigns to improve results, ensure all the right tracking and conversions are set up and provide recommendations on the best PPC strategy for our clients. I highly recommend Kevin.”
Read more
BFBen FewtrellDirector, DigiTLCUpwork
“Highly recommend Kevin for you PPC activities. He's not only Supremely capable at a technical level, but is also willing to take initiative and move obvious wins forward without delay.”
Read more
GCGrant CollinsDigital Innovator, Marketing StrategistLinkedIn
“Kevin is just great, explains everything, always answering all and any question each day. I am happy because I had been looking for an adwords manager for some time since my last one has now too many clients.. He has all my next contracts, and I asked for priority over new customers.. Just saying.”
Read more
QLQuentin Le GuenBrand strategistUpwork
“We made a great ads relaunch, Kevin helped us to build a good ads campaign structure we can handle further on by ourselves. But we will definitely contact Kevin again in case we will need his help. We liked Kevin's super professional approach, also Kevin is really great in communication. Which is a great bonus to karma! Thanks and keep in touch!”
Read more
KvKees van Nulandresilieronline.frUpwork
“Kevin has been wonderful! He is truly an expert on his field of work and doesnt just do it for the sake of being billed! Thank you Kev!”
Read more
JTJherico TuazonEDBER Real EstateUpwork
“Kevin has extensive knowledge and experience with Google's Advertising platforms. (adwords & Google Shopping), plus a sound understanding of B2B and B2C selling online. He achieved great results for us. Very reliable and responsive as well.”
Read more
RLRob LawsonFounder, Digital AssassinUpwork
“His commitment to his work is exemplary and his attention to detail is incredible. Kevin has been a key element in the success of our company. His hard work and perseverance have allowed projects to be completed on time and with great quality. He has a great ability to solve problems and find effective solutions that benefit the entire team.”
Read more
TCTed CollinCEO, BWebUpwork
“Kevin is very knowledgeable on the topic of online advertising. He has helped us tremendously to advance in this domain. We will rehire if the right job comes along.”
Read more
SMSebastian MarcuCEO, Design & Data GmbHUpwork
“Easy to work with. Understood the very brief brief he's was given and asked excellent follow up questions to ensure clarity of the request. Then completed the task ahead of schedule and to the highest standard.”
Read more
AMAdam MilikinsFounder, Nurture DigitalUpwork

How I work

From first look to ongoing management.

  1. 1

    Free review

    Read access is enough. You get what's working, what's costing money and what I'd change first. No obligation.

  2. 2

    Priorities

    An ordered list, not a list of everything wrong. You decide what happens next.

  3. 3

    The fix

    Landing pages, tracking, structure, lead feedback or creative. Each one a defined piece of work.

  4. 4

    Ongoing management

    Where most relationships end up. Continuous campaign optimisation, to get the most out of your paid ads.

You can see everything, all the time.

  • Live Looker Studio dashboard, 24/7. Not a report that lands three weeks late.
  • Replies within 24 hours, seven days a week.
  • Your accounts stay yours. Your data, your access, revocable any time.

Already running Google or Meta ads?

Send me read access and I'll tell you what I find. No cost, no obligation.

Request a free review

[email protected]