More customers from the budget you already spend.
Kevin EtiennePerformance Marketing Specialist
10+ years running Google and Meta Ads for eCommerce, B2B and service businesses. I find what's holding the account back, from structure and bidding to landing pages and tracking, then build a system that keeps bringing in leads and sales.
Cost per lead−87%Spa retailer, Australia
Leads+300%Education and coaching, Europe
Revenue$710KBest month, eCommerce
$15M+Managed ad spend
10+ yearsHands-on in paid media
Ex-GoogleContractor, two years
EN / FRWorking languages
Google AdsMeta AdsPerformance MaxGA4Google Tag ManagerEnhanced ConversionsOffline conversion importConversions APILooker StudioGoogle ShoppingLanding pagesCreative productionGoogle AdsMeta AdsPerformance MaxGA4Google Tag ManagerEnhanced ConversionsOffline conversion importConversions APILooker StudioGoogle ShoppingLanding pagesCreative production
Kevin EtiennePerformance Marketing Specialist
Ten years running ad accounts, from first click to paying customer.
New accounts and established ones, for direct clients and agencies. The ads are rarely the whole picture, so I look at everything from the landing page and the tracking to what happens after the lead comes in.
- 2016FreelanceWhere it all startedStart
- 2017GoogleContractor, Dublin2 years
- 2019JaywingOne of Australia's top agencies, Sydney2 years
- 2021Freelance, full timeDirect clients and agencies5 years
- Today$15M+ managedAcross many industries, all over the world10+ years
What I fix
Six problems I find very frequently.
Where the budget goes (example)
All services612 keywords, broad matchBrand, generic, competitors and irrelevant searches, all in one
All services (copy)Overlaps the first campaign
Display, all audiencesNo exclusions
- Can't see what each euro buys
- Campaigns competing with each other
- Nothing safe to scale
BrandProtect
Main serviceScale
Second serviceScale
CompetitorsTest
DiscoveryCut
- Every euro attributable
- Scale what works
- Cut what doesn't
01 Account structureFixed in most accounts
You can't tell where the budget goes.
The issue I find most often. Accounts grow campaign by campaign without a plan: brand and generic traffic mixed together, broad targeting, overlapping campaigns, budgets set by habit. I rebuild the structure around how the business actually sells, so you can see what works, what doesn't, and what's safe to scale.
What I look at- Campaigns organised by product, service and intent
- Brand, generic and competitor traffic separated
- Targeting, locations and audiences that match who buys
- Budgets set by results, not by habit
Typical visitor-to-lead rate
2.3%
Homepage
LOGO
Welcome to our companyWe offer a wide range of services for all your needs since 1998.Learn more
- Generic headline
- A dozen ways to leave
- No form in sight
6.6%
Dedicated landing page
LOGO
Your free quote within 24 hours
✓Matches what they searched✓One clear offer
★★★★★ 4.9 from 200+ reviews
Get my quote
- Matches the search
- Proof above the fold
- Three fields, one action
02 Landing pages
Clicks are fine. Almost nobody converts.
Most ad budgets land on a homepage or a generic services page, written for people who already know the company. A page built around the click, the search and the offer converts far better. I build it end to end, or give your team a clear list of what to change.
What I look at- Is the message clear within a few seconds?
- Does it match the ad and the search behind it?
- Does it work, and load fast, on a phone?
- Is it built for the visitor and the enquiry, or for the company?
Cost per lead as the budget grows (example)BeforeAfter
€3k a month
€4.5k a month
€6k a month
03 Scaling
Works at €3,000 a month. Falls apart at €6,000.
When cost per lead rises with the budget, the cause is usually structure, not spend. Brand and generic traffic mixed together, Performance Max spending where nobody can see, Meta creative running long past its best. I rebuild so you can see what's earning, then scale only that.
What I look at- Brand and non-brand separated
- Where Performance Max actually spends
- Search terms against the keywords you think you're buying
- Creative age and frequency on Meta
Google Ads
200
Your CRM
40
160 leads nobody can find
04 Tracking
The dashboard says 200. Sales say 40.
In 2026, tracking decides results more than ever. With privacy rules, consent and bidding that's almost fully automated, the platforms can only optimise on the data they receive. If that data is wrong, every decision built on it is wrong too, including the ones Google makes on its own. I repair and verify it before touching anything else.
What I look at- What Google is actually counting as a lead
- Duplicates, missing tags and broken events
- GA4, Google Ads and your CRM in agreement
- Consent Mode and Enhanced Conversions in place
Search termTypeStatus
corporate office furniture supplierB2BKept
cheap desk chair for homeB2CExcluded
standing desk for bedroomB2CExcluded
office desks bulk order quoteB2BKept
ikea office chairB2CExcluded
05 Lead quality
You sell to businesses. Your leads are consumers.
One of the most common problems in B2B accounts. The ads attract people shopping for themselves: a single item, the cheapest option, something for home. Volume looks healthy and sales can't use any of it. I go through what people actually searched, then tighten keywords, exclusions, audiences and the offer until consumers stop clicking.
What I look at- Search terms that signal a consumer
- Negative keyword lists and exclusions
- Audience and location settings
- Whether the page makes clear it's for businesses
Ad clickEnquiryQualified in your CRMSent back to Google Ads
Qualified leads per month at the same spend (example)What you'd get anywayExtra from the new dataSpend
Spend unchanged
Month 1The algorithm keeps learningMonth 10
06 Algorithm feedingOften the biggest lever in B2B
Google doesn't know which leads closed.
Google optimises for whatever you tell it to count. If that's every form fill, it finds more people who fill in forms, good or bad. I connect what happens after the enquiry (qualified, won, deal value) back to Google Ads, so the algorithm learns what a real customer looks like and goes after more of them. Because it keeps learning, qualified leads keep climbing month after month for the same spend. It's a bigger job than a campaign tweak, and in B2B it usually has the biggest impact.
What I look at- Click ID captured with every enquiry
- Lead status and value stored in your CRM
- Outcomes sent back to Google Ads automatically
- Bidding set to optimise on qualified leads
Results
Real numbers. Clients anonymised, shown by industry and country.
−70%
Cost per lead
×2Leads per quarter
Flight school, Australia
Twice the leads, at under a third of the cost each
Leads and cost per lead, per quarterLeadsCost per lead
BeforeAfter
22 quarters, about five and a half years
- Situation
- One all-in-one campaign sent every visitor to the same page, whatever lesson they were searching for.
- What was wrong
- The website wasn't built for the enquiry, and the bidding was optimising for clicks rather than leads.
- What was done
- Split the campaign by type of lesson, then by match type, and sent each search to its own landing page. Switched the bidding to optimise for leads instead of clicks. Leads per quarter doubled and cost per lead fell 70%.
+39%
Revenue, year on year
$710KBest month
3.91 → 4.09ROAS
eCommerce, Canada & US
Scaled revenue, and ROAS went up too
Revenue from ads, per monthPrevious 12 monthsLast 12 months
$2.14M at a 3.91 ROAS$2.98M at a 4.09 ROAS
24 months. Previous year in grey, last year in colour. Best months: $581K, then $710K.
- Situation
- Every previous attempt to scale the budget brought the same revenue at a lower ROAS.
- What was wrong
- No remarketing at all, and the account ran on Performance Max and Search even though Search wasn't returning a good ROAS.
- What was done
- Added remarketing and split Performance Max by product segment to focus on the best margins. Budgets set per segment by revenue volume and ROAS, and audience signals tested for each one. Revenue up 39% year on year, with ROAS rising from 3.91 to 4.09.
−87%
Cost per lead
145 → 1,534Leads a year
+40%Spend
Spa retailer, Australia
Ten times the leads on 40% more spend
Leads and cost per lead, per monthLeadsCost per lead
BeforeAfter
37 months. First year against the third: ten times the leads on 40% more spend.
- Situation
- They were scaling by raising budgets, but on campaigns that weren't returning anything.
- What was wrong
- A large share of the budget went to Display, YouTube and Search campaigns with no results.
- What was done
- Restructured by match type and keyword intent, and changed the landing page. Paused every campaign that wasn't producing leads, then scaled the ones with good results and room to grow.
−75%
Cost per lead
×3New clients
Education and coaching, Europe
From spending blind to three times the clients
Leads and ad spend, per monthLeadsSpend
Tracking fixedNothing tracked
BeforeAfter
19 months. Spend came down by about a third.
- Situation
- One campaign, with keywords and ads in three languages, targeting all of Europe.
- What was wrong
- Tracking was in place but not firing correctly, so Google had no reliable signal to optimise on.
- What was done
- Fixed the tracking and split the campaign by language. Focused targeting on the countries with the best opportunities, rewrote the ads for each language and added negative keywords to protect lead quality.
+30%
Clients, year on year
+6%Spend
−23%Leads
Lawyer, France
Fewer leads, 30% more clients
Google Ads leads per monthLeadsSpend
Previous year: 6,131 leadsThis year: 4,718 leads
Same nine months, a year apart. Fewer leads, 30% more clients.
- Situation
- Plenty of leads, but many weren't qualified, and Google Ads and the CRM told different stories.
- What was wrong
- The account itself was clean. Nobody, neither the client nor Google, knew where the good leads were coming from.
- What was done
- Added call tracking with follow-up, and updated the landing page to capture the exact source of every lead. Lead quality is tracked and fed back to Google Ads once we know which leads were good. Negative keywords and exclusions remove the low-quality searches we can spot.
−67%
Cost per lead
+400%Clients
+208%Spend
Window and glass repair, France
Five times the clients. He had to hire to keep up.
Leads and cost per lead, per quarterLeadsCost per lead
Takeover
BeforeAfter takeover
25 quarters. First year after takeover: spend +208%, clients +400%.
- Situation
- Lead quality was good, but growth had stalled: the account only targeted a narrow set of very specific keywords.
- What was wrong
- No tracking of lead quality, so reaching wider would have risked a flood of poor leads.
- What was done
- Added broader campaigns to scale, and fed the algorithm data on the existing customer base and on which leads were good or bad, so volume and qualified leads grew together. Restructured to manage budgets by region, alongside national campaigns with their own target cost per lead.
“We hired Kevin to assist with several client's PPC needs. Kevin is extremely knowledgeable when it comes to Adwords and Facebook Ads, and he has a very efficient process to ensure we were meeting deadlines and achieving results. He was quick to understand our clients, review and edit previous Adword campaigns to improve results, ensure all the right tracking and conversions are set up and provide recommendations on the best PPC strategy for our clients. I highly recommend Kevin.”Read more
“Highly recommend Kevin for you PPC activities. He's not only Supremely capable at a technical level, but is also willing to take initiative and move obvious wins forward without delay.”Read more
“Kevin is just great, explains everything, always answering all and any question each day. I am happy because I had been looking for an adwords manager for some time since my last one has now too many clients.. He has all my next contracts, and I asked for priority over new customers.. Just saying.”Read more
“We made a great ads relaunch, Kevin helped us to build a good ads campaign structure we can handle further on by ourselves. But we will definitely contact Kevin again in case we will need his help. We liked Kevin's super professional approach, also Kevin is really great in communication. Which is a great bonus to karma! Thanks and keep in touch!”Read more
“Kevin has been wonderful! He is truly an expert on his field of work and doesnt just do it for the sake of being billed! Thank you Kev!”Read more
“Kevin has extensive knowledge and experience with Google's Advertising platforms. (adwords & Google Shopping), plus a sound understanding of B2B and B2C selling online. He achieved great results for us. Very reliable and responsive as well.”Read more
“His commitment to his work is exemplary and his attention to detail is incredible. Kevin has been a key element in the success of our company. His hard work and perseverance have allowed projects to be completed on time and with great quality. He has a great ability to solve problems and find effective solutions that benefit the entire team.”Read more
“Kevin is very knowledgeable on the topic of online advertising. He has helped us tremendously to advance in this domain. We will rehire if the right job comes along.”Read more
“Easy to work with. Understood the very brief brief he's was given and asked excellent follow up questions to ensure clarity of the request. Then completed the task ahead of schedule and to the highest standard.”Read more
“We hired Kevin to assist with several client's PPC needs. Kevin is extremely knowledgeable when it comes to Adwords and Facebook Ads, and he has a very efficient process to ensure we were meeting deadlines and achieving results. He was quick to understand our clients, review and edit previous Adword campaigns to improve results, ensure all the right tracking and conversions are set up and provide recommendations on the best PPC strategy for our clients. I highly recommend Kevin.”Read more
“Highly recommend Kevin for you PPC activities. He's not only Supremely capable at a technical level, but is also willing to take initiative and move obvious wins forward without delay.”Read more
“Kevin is just great, explains everything, always answering all and any question each day. I am happy because I had been looking for an adwords manager for some time since my last one has now too many clients.. He has all my next contracts, and I asked for priority over new customers.. Just saying.”Read more
“We made a great ads relaunch, Kevin helped us to build a good ads campaign structure we can handle further on by ourselves. But we will definitely contact Kevin again in case we will need his help. We liked Kevin's super professional approach, also Kevin is really great in communication. Which is a great bonus to karma! Thanks and keep in touch!”Read more
“Kevin has been wonderful! He is truly an expert on his field of work and doesnt just do it for the sake of being billed! Thank you Kev!”Read more
“Kevin has extensive knowledge and experience with Google's Advertising platforms. (adwords & Google Shopping), plus a sound understanding of B2B and B2C selling online. He achieved great results for us. Very reliable and responsive as well.”Read more
“His commitment to his work is exemplary and his attention to detail is incredible. Kevin has been a key element in the success of our company. His hard work and perseverance have allowed projects to be completed on time and with great quality. He has a great ability to solve problems and find effective solutions that benefit the entire team.”Read more
“Kevin is very knowledgeable on the topic of online advertising. He has helped us tremendously to advance in this domain. We will rehire if the right job comes along.”Read more
“Easy to work with. Understood the very brief brief he's was given and asked excellent follow up questions to ensure clarity of the request. Then completed the task ahead of schedule and to the highest standard.”Read more
How I work
From first look to ongoing management.
- 1Step 1
Free review
Read access is enough. You get what's working, what's costing money and what I'd change first. No obligation.
- 2Step 2
Priorities
An ordered list, not a list of everything wrong. You decide what happens next.
- 3Step 3
The fix
Landing pages, tracking, structure, lead feedback or creative. Each one a defined piece of work.
- 4Step 4
Ongoing management
Where most relationships end up. Continuous testing, one change at a time.
You can see everything, all the time.
- Live dashboard, 24/7. Not a report that lands three weeks late.
- Replies within 24 hours, seven days a week.
- Your accounts stay yours. Your data, your access, revocable any time.
Already running Google or Meta ads?
Send me read access and I'll tell you what I find. No cost, no obligation.
Request a free reviewhello@kevinetienne.com