Google Ads Consultant Amsterdam
Most Google Ads accounts waste money quietly. The structure drifts, search terms go unchecked, conversion tracking measures the wrong things, and Smart Bidding optimises toward signals that don't reflect real business value. I help teams in Amsterdam and across Europe fix the foundations so ad spend actually pays back.
The Problem
Google Ads accounts grow messy over time. Campaigns get duplicated. Ad groups lose focus. Nobody reviews search terms regularly, so you're paying for queries that will never convert. Match types expand silently. Budget bleeds into campaigns that look active but produce nothing useful.
Conversion tracking is often the worst offender. Tags fire on the wrong events, or double-count, or miss offline conversions entirely. Smart Bidding learns from these bad signals and optimises confidently in the wrong direction. The CPA looks fine in Google's dashboard. The CRM tells a different story.
Lead quality is the hidden problem. Agencies report on volume and cost-per-lead. Nobody asks whether those leads closed, what the payback period was, or whether the campaign attracted the right segment. The account "performs" on platform metrics while the business struggles to see return.
The Solution
I'm a senior Google Ads consultant who starts with commercial questions, not platform settings. Before touching campaigns, I need to understand what a good lead looks like, what the sales cycle is, where revenue actually comes from, and how tracking connects to the CRM.
Most accounts don't need more campaigns. They need fewer, cleaner ones — with tighter queries, accurate conversion signals, and bidding strategies that optimise for outcomes the business cares about. That's where I focus.
I work directly with founders, marketing leads, and in-house teams. No account managers, no dashboards full of vanity metrics. Just clear diagnosis, prioritised fixes, and measurable improvement in the numbers that matter: qualified leads, pipeline, and payback.
What I Help With
- Account audits — Full review of structure, search terms, bidding, audiences, tracking, and spend allocation. I surface the problems costing you money and rank them by impact. For the audit methodology, see the Google Ads Audit Guide.
- Search and query strategy — Analyse actual search term reports, tighten match types, build proper negative keyword lists, and restructure ad groups around commercial intent.
- Campaign structure — Simplify bloated accounts. Consolidate where needed, segment where it matters, and give Smart Bidding clean data to work with.
- Measurement and conversion setup — Fix or rebuild conversion tracking so Google optimises toward actions that correlate with revenue, not just form fills or page views.
- Landing page alignment — Audit the connection between ad copy, keyword intent, and landing page. Misalignment kills quality score and conversion rate simultaneously.
- Lead quality feedback loops — Connect Google Ads data to CRM outcomes. Feed back closed/won signals so bidding improves over time and spend flows toward high-value segments.
- Testing and budget allocation — Set up structured experiments, reallocate budget based on marginal return, and kill campaigns that look busy but produce nothing.
How I Work
Step 1: Audit — I review your Google Ads account end-to-end: structure, search terms, conversion actions, bidding strategies, audience signals, and spend distribution. I also look at your analytics and CRM data to understand what's actually converting downstream.
Step 2: Prioritise — Not everything needs fixing at once. I rank issues by how much money they're wasting or how much performance they're leaving on the table, and build a clear action plan.
Step 3: Fix foundations — Clean up tracking, restructure campaigns, fix conversion actions, and set proper attribution. This is the work that makes everything else possible.
Step 4: Tighten queries and conversion logic — Prune wasteful search terms, add negatives, refine match types, and connect offline conversion data so Smart Bidding learns from the right signals.
Step 5: Test and optimise against business outcomes — Run structured experiments on copy, landing pages, bidding, and audiences. Measure against pipeline and payback, not just CPL. For the broader strategy behind this, see the Google & Meta Ads Management service.
Proof of Approach
My strength is combining paid media with analytics, CRM, and CRO — not treating Google Ads as an isolated channel. At bunq, I managed acquisition across Google and Meta while connecting campaign data to product analytics and lifecycle systems. At Resumedia, I ran multi-brand, multi-market paid search across several verticals, tying ad spend to downstream revenue. At OneFit, paid media was part of a broader growth build-out that included conversion rate optimisation, attribution modelling, and CRM.
I'm Google Ads and Google Analytics certified. Not because certifications prove skill — but because they confirm I stay current on platform changes, measurement tools, and best practices. The real proof is in the outcomes. See specific examples on the results page.
Who It's For
This is for teams spending enough on Google Ads that small improvements in efficiency compound into serious money:
- SaaS companies — Long sales cycles, high LTV, and a need to optimise for pipeline quality rather than raw lead volume.
- Fintech — Compliance-sensitive acquisition where lead quality and cost-per-acquisition matter more than clicks.
- Lead generation businesses — B2B or B2C companies where the gap between a "conversion" in Google and a real customer is wide and expensive.
- Startups and scale-ups with meaningful ad spend — You're past the experimentation phase. You need someone senior to make the account work harder, not just spend more.
If you need a broader engagement covering strategy, CRM, and analytics alongside paid media, the Audit & Strategy Sprint is a good starting point.
FAQs
Do you manage accounts or only advise?
Both. Some clients want hands-on management — I build, optimise, and report. Others have an in-house team or agency and want strategic oversight, audits, and a second pair of eyes. I scope it based on what you actually need.
Can you work with existing in-house teams?
That's the most common setup. I work alongside your PPC specialist or marketing team — providing the strategic layer, fixing structural problems, and coaching on query management and measurement. I'm not here to replace anyone.
Do you help with landing pages?
Yes. I audit the alignment between ad intent, keyword themes, and landing page experience. If the page kills the conversion, the best campaign in the world won't save it. I provide specific recommendations and can work with your designer or developer to implement changes.
Can you improve lead quality, not just CPL?
That's the entire point. I connect Google Ads data to CRM outcomes so we can see which campaigns, keywords, and audiences produce leads that actually close. Then we feed that data back into bidding to shift spend toward higher-value segments.
Do you also work on Meta?
Yes. I run both Google and Meta Ads for clients where cross-channel strategy matters. See the Google & Meta Ads Management page for how that works. For Google-only engagements, this page covers what I do.
Review Your Google Ads Account
Book a quick intro call or send me a short brief. I'll look at your account and reply with what I'd prioritise — no fluff, no hard sell.
Book a 30-minute Free Strategy Call
Use this call to walk through your current Google Ads setup, ask questions, and see if it makes sense to work together.
Prefer email? Send a short brief.
Share a few details about your Google Ads account, what's not working, and what you want to improve. I'll reply personally.