Audit & strategy
Full account audit or zero-to-one plan — written brief before any setting changes.
Senior · 5+ yrs · €500k+ managed
Senior Google Ads specialist
Senior Campaign Manager. 5+ years across Search, Performance Max, Shopping, YouTube and Demand Gen — for e-commerce, B2B lead gen and brands going multi-market. €500,000+ ad spend managed, 22+ brands. Master's in Marketing. Based in Lisbon (UTC+0/+1) — 100% timezone overlap with UK and Ireland.
What I actually do
Google Ads, end-to-end
Search & Performance Max
Intent-led campaign structure, deep keyword research, PMax with strong Audience Signals, asset group segmentation, search term exclusions.
Shopping & feed
Merchant Center setup, feed optimisation (titles, attributes, GTINs), Shopping with margin-aware bidding.
YouTube & Demand Gen
Top-of-funnel discovery, retargeting via YouTube, video sequences. Optimised for CAC, not CPV.
Conversion setup
GA4 + GTM (client and server-side), Enhanced Conversions with correct hashing, event deduplication, attribution aligned to customer lifetime.
Reporting & optimisation
Custom Looker Studio dashboards your stakeholders actually read. Weekly data-led optimisation, monthly review with clear decisions.
Sectors I've worked in
22+ brands across 6 sectors
E-commerce
HP Banho, Mister PC, Ferramenta Rotativa, Alfaparf — Shopping + Performance Max with clean feeds.
B2B lead gen
Elmafe (telecom), SPLW (industrial). LinkedIn + Google intent + CRM-tracked closed-loop.
Fitness premium
Holmes Place, Fitness Park, BHOUT. Lead Gen Forms + geo-targeting + creative testing.
Health
Ana Leitão (dental), Inês Pilar (aesthetic), Audição Activa. Google intent + Meta local.
Retail
Bricomarché. Catalog ads + brand awareness + retargeting.
Hospitality
Studio 22 (Iceland). Direct booking + multi-market Google Ads.
Quick answers
Before you ask
+What does a senior Google Ads specialist actually do?
Designs and runs Search, Performance Max, Shopping, YouTube and Demand Gen campaigns end-to-end. The role covers account structure, keyword research, conversion setup (GA4, GTM, Enhanced Conversions, server-side tagging), weekly optimisation and reporting that decision-makers actually read. In 2026 it's split roughly 50/50 between technical (tracking and signal quality) and strategic (audiences, creative, budget allocation).
+How much does a Google Ads specialist cost in the UK/IE market?
Common models: monthly retainer £1,000–£3,500 depending on spend volume and number of campaigns; percentage of spend (10–15%); or hourly advisory (£100–£200/hour for senior). Makes sense from ~£2,000/month in ad spend. Below that, start with an audit and SEO-led content.
+Are you available for UK/Ireland clients?
Yes. Based in Lisbon (UTC+0/+1) — 100% timezone overlap with UK and IE. Currently full-time at SpartAds in Portugal, available for: senior full-time roles (UK/IE/remote-EU), 3-6 month contracts, fractional paid media leadership, and written audits.
+What's the engagement process?
1) You write with business context. 2) I respond within 24 business hours — honest read, or a 'no' if I'm not the right fit. 3) 20-min call to validate. 4) Concrete proposal with scope, timeline and price. Monthly contract, no lock-in.
+Do you also handle Meta Ads / LinkedIn Ads?
Yes — most accounts I work with run Google + Meta + LinkedIn together. Each platform has its role in the funnel; I treat them as one account with unified tracking. If you need only Google, that's fine too.
+What's your specialty inside Google Ads?
Performance Max done right (feed cleanup, Audience Signals, asset group segmentation, search term exclusions), server-side conversion tracking with Enhanced Conversions, and rebuilding accounts with budget drift. Also strong on B2B lead gen with offline conversion tracking.
+How long until I see results?
B2C with validated product: 2-4 weeks to enter healthy ROAS. B2B or long sales cycles: 6-10 weeks. The Google algorithm needs clean conversion data to optimise — and that takes time to accumulate when starting from scratch.
Want me to look at your account?
Written audit in 24h. Free. No mandatory call, no upsell.