Google Ads Consultant in Amsterdam
I’m Maciej Turek, a Google Ads consultant based in Amsterdam. I work with SaaS and fintech teams across Europe on account audits, campaign structure, Smart Bidding, conversion tracking, and connecting Google Ads to CRM and closed-won revenue. I have 15+ years of growth and performance marketing experience, including senior roles at bunq and Bitvavo.
15+ years of growth and performance marketing, including senior roles at bunq and Bitvavo. Case results: 18% CAC reduction at bunq; 28% CAC reduction and 45% paid-channel revenue growth at Awesome Maps.
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
Google Ads specialist work for mature accounts where structure, measurement, and commercial feedback matter more than launching another campaign.
Large-account audit
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 Checklist.
Smart Bidding
Smart Bidding only works when conversion signals reflect real business value. I clean the inputs, constrain learning, and stop optimising toward vanity CPA while CRM says otherwise.
Unreliable conversion tracking
Fix or rebuild conversion actions so tags do not double-count, miss offline conversions, or fire on the wrong events. Without trustworthy tracking, every bid strategy is guessing.
Connecting CRM / closed-won revenue to Google Ads
Import closed/won and pipeline signals so Google can learn from revenue, not only form fills. This is how acquisition ties to CRM outcomes instead of platform dashboards alone.
Lead quality vs CPL
Shift spend toward campaigns, keywords, and audiences that produce leads that close—not the cheapest CPL. Volume without quality is an expensive vanity metric.
Mature account restructuring
Simplify bloated accounts. Consolidate where needed, segment where it matters, tighten match types and negatives, and give Smart Bidding clean data to work with.
SaaS long sales cycles
Optimise for pipeline quality and payback when sales cycles are long and LTV is high—not for raw lead volume that sales will discard.
Fintech acquisition
Compliance-sensitive paid acquisition where lead quality, cost-per-acquisition, and trustworthy measurement matter more than clicks.
Attribution and measurement
Align Google Ads, analytics, and CRM so reporting answers commercial questions: qualified leads, pipeline, and payback—not only in-platform ROAS.
Landing-page alignment and structured testing sit inside the same engagements when message match or experiments are blocking payback.
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.
Paid acquisition work
Paid acquisition work already on the results page.
bunq
Role: Senior performance marketing at bunq, including Google and Meta acquisition connected to product analytics and lifecycle systems. Also in Storyteq’s article on scaling paid advertising.
Scope: Acquisition and retention.
Results: -18% customer acquisition cost; -15% monthly churn. See bunq on results.
Awesome Maps
Role: Paid acquisition engagement covering Google and Meta campaigns, landing pages, creative testing, and attribution.
Channels: Google + Meta.
Results: -28% customer acquisition cost; +45% paid-channel revenue. See Awesome Maps on results.
Dyme
Role: Paid acquisition and go-to-market engagement for a new vertical, including creative testing and budget allocation across Google and Meta.
Channels: Google + Meta.
Results: +15% new vertical growth; +8% blended ROAS. See Dyme on results.
I’m Google Ads Search certified and Google Analytics certified. Earlier work at Resumedia and OneFit also combined paid search with analytics, attribution, and CRM.
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 Google and Meta together when cross-channel strategy matters. That work lives on the performance marketing page. This page is Google-only audit, structure, and measurement.
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.