Google Ads Performance
Scaled Google Ads. Across every vertical.
Full account management across B2B lead generation, B2C consumer brands, e-commerce at scale, and pure lead-gen. Custom Google Ads scripts, algorithm-aware bidding architecture, and account structures that compound, not break-fix media buying.
14+ years operating. €50M+ ad spend optimised. Largest active account: $1.5M/month.
Google Ads stack
01 · Strategy
Vertical frameworks · Bidding logic
02 · Automation
Scripts · Anomaly alerts · Pacing
03 · Account
Search · PMax · Shopping · Display
04 · Foundation
Feed · Tracking · Conversion data
€50M+ optimised · 14+ years
operating Google Ads at scale
Vertical coverage
Different verticals, different playbooks.
B2B Google Ads and B2C e-commerce are completely different disciplines. Lead gen and Shopping share almost nothing operationally. The work is tailored, not template-applied.
B2B Lead Generation
Long sales cycle- Account-based search + intent targeting
- LinkedIn offline conversions integration
- MQL → SQL → Close attribution modelling
- Long sales cycle bidding (60–180 day windows)
B2C Services & Consumer
Local + national- Local + national search strategy split
- Display retargeting layers with frequency caps
- Brand defense + competitor conquest
- Lead form ads + landing page testing framework
E-commerce at Scale
Shopping + PMax- Shopping campaigns, Standard + PMax balance
- Feed engineering with custom labels for margin
- Margin-aware bidding (not just ROAS)
- Product-level performance scaling frameworks
Lead Generation
Volume + quality- Search + landing page conversion architecture
- Form ads where appropriate (lower friction)
- Lead quality scoring integration with CRM
- Closed-loop tracking back to revenue
What's included
Capabilities across the full Google Ads stack.
Account Audit & Restructure
Diagnose what's dragging performance, poor structure, bidding conflicts, cannibalisation, wasted spend. Then fix it systematically, not in patches.
PMax Campaign Strategy
Performance Max done properly, asset group architecture, audience signals, exclusions, and search term visibility scripts. Not blind black-box bidding.
Bidding Optimisation
Target CPA, tROAS, or portfolio strategies calibrated to your actual margin and lifetime value. Not Google's defaults, your business reality.
Feed Management
Google Merchant Center optimisation, titles, custom labels, supplemental feeds, feed rules. Where 80% of Shopping performance actually comes from.
Search Campaign Strategy
Keyword architecture, match type strategy, negative lists, and ad copy frameworks built around search intent, not keyword stuffing.
Display & Video
Remarketing, in-market audiences, custom intent, YouTube placements. The full Google ecosystem, not just Search and Shopping.
The differentiator
Custom Google Ads scripts. Most agencies don't bother.
Scripts run hourly inside the platform, for free. They catch what humans miss, react faster than account managers, and turn manual work into background processes. Examples of what I've deployed:
n-gram-analyser.js
Identifies high-cost wasted spend patterns across thousands of search terms in minutes. Surfaces hidden negative keywords.
hour-of-day-bid.js
Automatic bid scaling based on hour/day conversion patterns. Captures the +25% Thursday evening conversion window others miss.
budget-pacing-alert.js
Auto-pause when daily spend trajectory exceeds target. Slack alert with context. No more burning a week's budget on Monday.
quality-score-monitor.js
Tracks Quality Score degradation per keyword over time. Flags drops for action before CPCs spike.
anomaly-detector.js
ROAS/CPA spike detection with Slack alerts. Catches broken tracking or campaign issues within hours, not weeks.
negative-kw-automator.js
Auto-adds negative keywords from low-converting search terms. Frees up budget for search terms that actually convert.
Plus custom scripts scoped per account, whatever repeatable monitoring or automation makes sense for your specific situation.
"Marek delivered exactly what was needed within the agreed timeframe and was incredibly helpful in setting us up for success beyond this contract. Will work with him again in future!"
Solioswatches · ecommerce · Upwork verified
Google is more restrictive than Meta. I'll tell you upfront what's possible.
Most agencies either refuse regulated clients or waste months fighting unwinnable policy battles. I know the landscape well enough to tell you on day one what Google will and won't allow for your category, and where to put your budget if Google isn't the answer.
Allowed with DSHEA-compliant copy. No disease claims, no before/after images. Specific categories (weight loss, testosterone) face tighter review. I know which claims pass.
Healthcare & Medicines certification required for prescription products. General health services (clinics, therapy, telehealth) are largely unrestricted.
Mostly unrestricted. Jurisdiction targeting, lead quality tracking, and compliance with bar association advertising rules. Standard Google Ads with specialist copy.
Financial Products & Services certification required. Crypto campaigns need country-level whitelisting. More work upfront, but fully viable once set up.
ED health services and supplements allowed with compliant copy. Prescription ED medication requires PharmacyChecker certification.
Possible with the right compliant setup, correct account structure, approved landing pages, proper product framing. No black hat.
Possible with specific compliant architecture. The right structure and framing makes this work long-term without the usual headaches.
Engagement options
Three ways to start.
Full Audit
Up to 3 marketing channels in one written report: structure, tracking, attribution, plus an AI opportunity layer. Delivered within 72 hours. €1,500 fixed. Prioritised fixes and a 90-day roadmap included.
See audit options →One-time · From €500Audit + Consulting
Deep written audit with implementation plan. Best if you have an internal team who can execute once they know what to fix.
See audit options →Retainer · From €2,500/moFull Management
Ongoing account management with scripts deployed, weekly reporting, monthly strategy. I handle everything, you get results.
Apply for retainer →Ready to scale Google Ads properly?
Most accounts I audit leak 40% of their budget.
Wasted spend on broken match types, junk search terms, untracked conversions, and algorithm-defeating bidding. The fix usually pays for itself in 30 days. Start with a diagnostic, I'll tell you what's leaking before we agree on anything.
Selective by design
Limited number of Google Ads accounts at any time. I'd rather run five accounts well than twenty poorly. Engagements are earned on outcome, improvement measurable within 90 days, or we stop.
Path 1 · Free
Marketing Diagnostic
90-second diagnostic + 30-min free call. Tracking, ad account, and attribution diagnosed live.
Run Free Diagnostic →Path 2 · Paid
Full Audit (Channels + Tracking + AI)
Up to 3 marketing channels in one written report: structure, tracking, attribution, plus an AI opportunity layer. Delivered within 72 hours. €1,500 fixed.
See audit options →Path 3 · Direct
Strategy Call
You know what you need. We talk scope, fit, and price, no diagnostic required.
Book the call →"Marek did a great job and gave us many insights. His experience is showed in the work and his assignments are completed very quickly. We did a tracking setup and marketing channels audit which gave us an overview of things we can improve on and the direction in which we should focus. Probably not the last time we will work together."
Royalfashion · ecommerce · Upwork verified
Or email contact@adpistols.com with your situation.