Twenty years of running paid campaigns, pointed at one account: yours. We go through it live, find what's actually wasting money, and you leave with a prioritised list of fixes — not a retainer proposal.
Why people call
These are the six problems that bring people to an expert. All six have causes you can find in an hour if you know where to look.
Usually search terms nobody is managing — broad match reaching queries with no purchase intent, and no negative keyword list holding the line.
Usually tracking counting the wrong thing — duplicate conversion actions, GA4 imports overlapping native tags, or Consent Mode quietly dropping data.
Usually PMax cannibalising your Search brand traffic and reporting it as new performance, with asset groups that were never given real inputs.
Usually a bid strategy without enough conversion volume to learn, or a budget split across too many campaigns for any of them to exit the learning phase.
Usually optimising toward a cheap event — form views or clicks rather than qualified leads — so the algorithm faithfully delivers more of the wrong people.
Usually worth a second opinion before renewing. Bring the account and I'll tell you plainly whether the work is sound.
Scope
Search, Shopping, Performance Max, and the measurement underneath all of it. One platform, done properly.
GA4, Google Tag Manager, enhanced conversions, consent mode, cross-domain. If the signal is wrong, Smart Bidding optimises toward the wrong outcome and everything else is guesswork. See the 9 common tracking failures.
Search terms review, negative keyword architecture, match type strategy, campaign structure, ad copy and assets, Quality Score diagnosis. Read the broad match guide.
Feed quality, asset group strategy, brand exclusions, channel separation, and honest ROAS reading. PMax vs Search — which first.
A structured pass over the whole account — wasted spend, structural problems, tracking gaps, bid strategy mismatches — with a prioritised fix list you keep. See the audit process.
Whether your budget can support the strategy you've chosen, where to consolidate, when tCPA or tROAS actually helps, and what to do while conversion volume is still thin.
The traffic is only half of it. Message match, page structure, and offer clarity decide whether good clicks turn into customers. Landing page structure guide.
Why an expert
Both can work. But if your ad spend is under roughly $10k a month, agency economics rarely work in your favour.
Process
I go through the account beforehand — spend history, conversion actions, search terms, structure — so we don't burn the session on orientation.
We work through what I found in priority order. You ask questions as we go. Nothing is saved for a follow-up deck.
Ranked by impact and effort, written so you or your team can execute it. It's yours whether or not we ever speak again.
Some people fix everything themselves from the list. Others book a four-session package to work through a rebuild, or hand the account over for managed ads. All three are fine.
Pricing
Published rates, no discovery-call-only pricing, no percentage of your ad spend.
Testimonials
If you're a builder, book time with Francesco. He navigated me through the monstrosity called Google Ads UI. But more importantly, he has a natural instinct for spotting marketing problems. And won't hesitate to give you a clear, objective assessment of your strategy!
Francesco's expertise in ecommerce and digital marketing has been invaluable. He helped us scale multiple ecommerce businesses with his strategic approach to growth. His ability to identify opportunities and solve complex challenges made a real difference in our success.
You know what's amazing about Francesco? He doesn't just know the ins and outs of ad platforms - he's actually been in the trenches making them work. When he explains things, it clicks. He takes all these complicated tech concepts and breaks them down into real steps you can actually use.
Have hacked around with meta ads for a few years for my consulting course - mostly has gone well but finally know what I'm doing after a few sessions with Francesco - world class coaching here.
I had never run a FB ads campaign, working with Francesco meant that instead of spending hours figuring out what each option in the ads console meant, or how attribution should work, I could focus on actually launching quickly and effectively.
Tripled my newsletter subscribers in 2 weeks. March 3: 1,131 subs → March 18: 3,409 subs. All using Facebook ads with the help of Francesco.
FAQ
A Google Ads expert diagnoses why your account is or isn't producing customers, then fixes the causes in priority order. In practice that means verifying conversion tracking is honest, reading the search terms report and building negative keyword coverage, checking whether your campaign and match type structure fits your budget, confirming your bid strategy has enough conversion volume to learn, reviewing ad assets and landing page relevance, and deciding how budget should split between Search, Shopping, and Performance Max.
It's the same expertise pointed at a different goal. Expert work is diagnosis and decisions — you want to know what's broken and what to change. Coaching is skill transfer — you want to run the account yourself and get better at it over time. Most people start with an expert review, then continue with coaching if they plan to keep the work in-house. You can do both in the same sessions.
A single 60-minute expert session is $199 and a four-session package is $699. Ongoing management is quoted on scope. For comparison, most agencies charge a monthly retainer or 15 to 20 percent of ad spend on top of your media budget, which is difficult to justify when your budget is small.
Conversion tracking, every time. If conversions are double-counted, miscounted, or importing from GA4 with attribution that doesn't match, then Smart Bidding is optimising toward the wrong signal and nothing downstream can be trusted. Fixing measurement first is usually the single highest-value change in an underperforming account.
All of them. Search, Shopping, Performance Max, Demand Gen, Display, and YouTube. Most small accounts are best served by getting Search right first, then expanding — but if you sell products, the Shopping feed and PMax asset groups are usually where the money is being won or lost.
Yes, that's one of the most common reasons people book. Bring the account, we go through it live on a screen share, and you leave with a prioritised list of what's wasting money, what's structurally wrong, and what to fix in what order. You keep the list whether or not we work together again.
There's no hard floor, but below roughly $1,000 a month you need to be far more disciplined: fewer campaigns, tighter geography, exact and phrase match over broad, and realistic patience with bid strategy learning. An honest expert will tell you when Google Ads isn't the right channel for your budget rather than take your money anyway.
One session, $199, no commitment. You'll know more about your account in 60 minutes than in the last six months of dashboards.
Book an expert session