Google Ads and SEA
SEA and trusted accounts.
I work on Search, Shopping and Display for agencies and in-house teams that need senior hands on account structure, budgets, bidding and conversion quality. Before I push spend, I check whether the setup is telling the truth.
Where I’m useful
The work usually starts when spend is moving but confidence in the account is not where it should be.
Account structure
Campaigns, assets, queries, budgets and bidding logic need to support how the business actually sells.
Conversion quality
The account should optimise for actions that matter, not convenient events that make the numbers look calm.
Commercial discipline
Spend, landing pages, margins and reporting need to line up before optimisation becomes useful.
What I check
Search and Shopping
Query quality, product logic, budget split, negative keywords, bidding constraints and account hygiene.
Display and reach
Placements, audiences, creative context and whether the campaign has a real job to do.
Conversion actions
Primary and secondary goals, duplicated events, imported conversions and lead quality signals.
Budget logic
Where spend is allowed to move, where it should not, and what the data can actually support.
How it moves
01
Diagnose
I map the account, conversion setup and reporting before changing levers.
02
Clean
I remove obvious noise and separate real issues from cosmetic account clutter.
03
Optimise
I tune budgets, bidding and structure against the signals that deserve trust.
04
Document
I leave behind decisions that can be checked, explained and maintained.
Useful questions
When is NUI a good fit for Google Ads management?
NUI is a good fit when monthly media spend is usually at least EUR 2,000 and the account needs senior work on structure, bidding, conversion quality and reporting reliability.
Does NUI only work on Google Ads?
Google Ads and SEA are the core, but the work often includes GA4, GTM, Consent Mode, cookies, HubSpot and reporting because paid media decisions depend on the wider setup.
What happens before optimisation starts?
The account, conversion actions, tracking setup and reporting logic are checked first, so optimisation is based on signals that can be trusted.
Related work
For agencies, end clients and in-house teams
Bring me in when paid media needs a senior technical eye.
SEA, tracking, consent, cookies, HubSpot and reporting.