Google and Meta Adscampaign management
I run campaigns built on data, campaigns that grow steadily alongside your business. No more marketing guesswork.
What I work on
I set campaigns up for real business profit, not for the cheapest clicks or artificially inflated metrics.
Lead generation for B2B and services
B2B companies, B2C service providers, high-margin offers. Optimised for a qualified lead (SQL), not for mass, accidental submissions.
E-commerce
Google Shopping, Performance Max and the Meta catalogue paired with margin data. Bids set for clean profit, not gross revenue.
Local and bricks-and-mortar services
Clinics, law firms, service points and salons. Tight geotargeting, schedules matched to opening hours and measurable calls straight from the ad.
Account audit, repair and scaling
Companies that spend budget but see no impact on results. An audit of account structure, conversion goals and analytics.
One test,from hypothesis to decision
No chaos, no decisions made on emotion. The schedule is set by the analytics and by how the ad platforms work.
day
0
Hypothesis and success criteria
day
1–7
Attribution window (collecting data)
day
14
Analysis and a hard decision
day
14+
Fixes shipped, next test
„I am happy to recommend working with Mateusz on running Google Ads for my company. […] At every stage of the engagement I could count on his support, a clear explanation of the matter, and concrete, well-thought-out solutions.”
Two channels,two different jobs
Search / Shopping / PMax
The ad usually answers demand that already exists, and I make sure the cost of winning a customer stays within your business targets.
Structure matched to scale
Smart Bidding learns from conversions and needs a reasonable amount of data. That is why I match the campaign structure to your business, your scale and the stage the account is at. On smaller accounts and at launch I control bids manually.
Working the product feed
Shopping and PMax results depend heavily on the quality of the product feed, so I work on it continuously. I split products by category, margin and how they sell, so the budget goes where you earn most.
Regular search term exclusions
Google also shows your ads on queries that merely resemble your keywords, and you pay for every click. That is why I add negatives at every search terms review, so the ad reaches your target audience rather than random people.
Control over reach
Google Ads has plenty of settings that widen reach by default, for example search partners or people outside your chosen location. I set them deliberately at launch. If I switch an expansion on, I do it one at a time, so I can compare the results and turn it off when it does not work.
Want to know what the first month on your account would look like?
The algorithm learns fromwhatever reaches it
Google and Meta decide for themselves who sees your ad. They learn from the conversions your account passes to them: purchases, enquiries, phone calls.
If that data is wrong, the algorithm optimises your campaigns based on it. Below are the three errors I most often find on accounts I take over.
Misconfigured conversion goals
A price list download carries the same weight in the account as a quote request, so the system targets people who take the simplest action rather than potential customers. I set only sales-related conversions as primary and mark the rest as secondary.
Inflated return on ad spend
When a purchase is counted twice, or conversion value is assigned as early as the add-to-cart step, ROAS in the dashboard is several times higher than actual sales. The budget then grows on inflated results. Before increasing the budget, I verify that the data is being collected correctly.
Ads switched off too early
Google and Meta attribute a purchase to an ad even when the customer buys a few days after the click. An ad switched off after three days may not have shown its full results yet. I judge it only after the time it usually takes to purchase on that account.
Before I spend the first unit of budget, I check what your site sends to the algorithm and fix the measurement. That work is a service of its own.
// CASE STUDY
A costlier lead,a cheaper sales conversation
Lead generation on Meta Ads with an Instant Form. Instead of chasing more submissions, I added one question that filters out the undecided.
CHALLENGE
Sales reps were losing time on accidental contacts
- Plenty of cheap leads, and the sales team was calling people who did not remember the form.
- 15% of submissions were worth a conversation.
- A cost outside the dashboard: sales hours spent on contacts with no intent.
SOLUTION
One question that requires a deliberate “yes”
- In the Instant Form: a consent question for a sales call.
- People who only wanted a look at the offer dropped out at that step.
- A decision instead of a reflex tap on “Next”.
RESULT
Sales conversations at half the cost
- Cost per lead rose from 5 to 8 PLN because the reflex clickers dropped out.
- SQL rate from 15% to 50%, peaking at 52% in the best segment.
- 810 qualified leads out of 1,609 submissions.
- Cost per sales conversation: from ~33 to ~16 PLN.
Scope ofthe engagement
I lift the results of the whole business, not just run the ad account. You get support and concrete conclusions at every stage.
Area 01: Strategic advice and analysis
I point out the bottlenecks in your shop or on your page that hold conversion down. I catch budget leaks before we burn through spend.
Area 02: Creative support
You get ready-made briefs, a set of best practices and notes on the graphics, copy and video you prepare.
Area 03: Hard economics and margin maths
I turn your margin into real profitability thresholds (ROAS/CPA), and the bids in your campaigns follow them.
Area 04: Clear rules and decision criteria
You get the criteria for judging tests, along with the rules for pausing and scaling ads.
Area 05: Orderly optimisation on a cadence
I ship changes in batches, every 7 or 14 days. The algorithm collects clean data instead of returning to learning after every edit.
Area 06: Reports built for decisions
Each month a short summary with conclusions and a plan for the next period. Without burying you in charts.
TRUSTED BY
Is this the right fitfor your business?
Campaign success is not decided by the size of the budget, but by how mature the business is and how ready it is to sell.
We will build a system if
- You know your margins. We know exactly how much you can pay to acquire a customer and stay profitable.
- Your sales process works, or you have a team and a plan to fix it: shop, forms, fast contact with new enquiries.
- You understand the need for testing. You have a budget for an initial phase where we gather hard market data and draw the first conclusions.
- You are looking for a long-term partner. You want a predictable source of customers, not one-off, scattergun pushes.
We will not be a fit if
- You are looking for a one-off account “setup”. Campaigns without ongoing oversight, testing and optimisation lose profitability fast.
- You want payment on results only (CPS/CPA), where closing the sale and serving the customer sit entirely on your side.
- You expect absolute promises. I guarantee a professional process, hard analytics and clear conclusions. I do not guarantee a number.
Let's talk about your account
Write a few sentences about your company and your goals for the coming months. I will tell you whether and how campaigns can help you reach them.