Google Ads and paid media
Search, Shopping and Performance Max campaigns structured to buy the right clicks, and steered by the real value of sales.
Google Ads · Microsoft Ads · Meta Ads · Merchant Center
See my workMarketing technology · Valais, Switzerland
Sales that are measured, not guessed.
I make tracking reliable, structure Google Ads campaigns and connect marketing tools to each other. The result: every decision is based on real sales, not on numbers that contradict each other.
- Google Ads and paid media
- GA4, GTM, server-side
- Shopify and automation
- SEO, GEO and AI
Tools I use
- Google Ads
- GA4
- Google Tag Manager
- Server-side
- Shopify
- Merchant Center
- Consent Mode v2
- Meta CAPI
- Microsoft Ads
- Google Search Console
- SEO
- GEO
- Zapier
- Airtable
- ActiveCampaign
- Looker Studio
- AI
- in agencies and in-house
- 9 years
- tracking and acquisition projects
- 35+
- Master’s in Information Systems, Lausanne
- HEC
- working languages: French, German, English
- 3
Sound familiar?
The symptoms I fix.
Things marketing teams often say. Behind each one there is a specific technical problem, and a fix.
GA4, Google Ads and Shopify never show the same revenue.
What I do: I trace the gap back to its cause (duplicates, taxes, fees, attribution) and realign the measurement.
Since the cookie banner went live, our conversions have dropped.
What I do: Consent Mode v2, Enhanced Conversions and server-side tagging, while respecting consent.
Our deals close in the CRM. Google Ads never sees them.
What I do: the GCLID follows the lead until the sale, then the real revenue is sent back to Google Ads.
We spend hours copying data from one tool to another.
What I do: automations between shop, CRM and spreadsheets (Zapier, Airtable, APIs, webhooks).
When we ask ChatGPT, it cites our competitors, never us.
What I do: technical SEO, structured data and content designed to be picked up by AI assistants (GEO).
Monday reporting takes us half a day.
What I do: Looker Studio dashboards that update automatically, and AI-assisted workflows for summaries.
- FoundPurchase conversion counted twice
- FoundConsent Mode v2 not configured
- FoundOrder value inconsistent across platforms
- FoundGCLID lost between form and CRM
- FoundProducts disapproved in Merchant Center
- FoundEnhanced Conversions turned off
01 · Expertise
Four levers, one system.
Acquisition is only as good as the data that steers it. I work on the campaigns, the measurement, organic visibility and the tools that connect it all to sales.
GA4 and server-side tracking
Server-side Google Tag Manager, Consent Mode v2 and offline conversions: sales are reported cleanly, including those closed in the CRM.
GA4 · Google Tag Manager · Meta CAPI · Looker Studio
See a sample audit
SEO and GEO
A website that Google understands and ranks, with content structured to be picked up in AI assistants’ answers.
Google Search Console · Technical SEO · Structured data · GEO
Talk for 20 min
Automation and AI
Shop, CRM and spreadsheets connected to each other, and AI-assisted workflows for reporting and repetitive tasks.
Shopify · Zapier · Airtable · ActiveCampaign · Klaviyo · API
See my workPlatforms I use every day
- ADSGoogle Ads
- GA4Google Analytics 4
- GTMGoogle Tag Manager
- GSCGoogle Search Console
- GMCGoogle Merchant Center
- LSLooker Studio
- METAMeta Ads
- MSAMicrosoft Ads
- SHOPShopify
02 · Work
What I have built.
Client names withheld
Hospitality · Multi-brand
Running a portfolio of Google Ads and Microsoft Ads accounts
- Context
- Several brands and markets managed in parallel, with significant monthly budgets.
- My role
- Google Ads manager, on behalf of an agency.
- What I did
- Up to 10 accounts managed at the same time; weekly analysis, reporting and optimisation recommendations.
E-commerce · Switzerland
Shopping and Performance Max powered by clean feeds
- Context
- Swiss online shops whose product catalogues drive the campaigns.
- My role
- PPC manager, at an agency.
- What I did
- Merchant Center feed optimisation (DataFeedWatch, Simprosys), Search, Shopping and Performance Max structure, tracking with GTM, GA4 and Looker Studio.
Lead generation · CRM
Tying Google Ads clicks to real revenue
- Context
- Deals close in the CRM: Google Ads only sees form submissions.
- My role
- Technical design and implementation.
- What I did
- The GCLID is kept until the sale, then CRM revenue is imported into Google Ads as an offline conversion.
Tracking · Attribution
Reliable measurement despite consent and ad blockers
- Context
- Revenue figures that do not match between the shop, GA4 and the ad platforms.
- My role
- Technical design and implementation.
- What I did
- Server-side tagging, Consent Mode v2 and Meta Conversions API, followed by an analysis of revenue and attribution gaps between platforms.
03 · Approach
Measure first, then optimise.
- Level 1DiagnoseAudit of accounts, tags and feeds: where data gets lost, and where budget gets lost.
- Level 2Make it reliableClean, documented tracking and conversions that reflect real sales.
- Level 3Optimise and automateCampaigns steered by accurate signals, repetitive tasks handed over to tools.
Structured campaigns+reliable measurement+connected tools=decisions based on real sales
Education: Master’s in Information Systems, HEC Lausanne · Bachelor’s in Business Administration, University of Fribourg.
Shall we talk?
