Who this is for
Store owners and marketing teams who spend on Google Ads and Meta and cannot say with confidence what came back: the platforms report conversions the order system does not have, the feed rejects half the catalogue after every import, and the agency report arrives with numbers nobody can reproduce.
I run Google Ads and Meta Ads accounts for stores I also engineer, which is the point: the campaign, the feed, the landing page and the tracking are one system, and the failures usually sit where they meet. Campaigns are built on the platform’s own tools; what I add is the data engineering around them and a reporting line that ends in orders.
Typical situations
- Google Ads and Meta both claim the same order, and the sum of their conversions is larger than the orders in the store.
- Shopping or Performance Max campaigns underperform because the feed has missing GTINs, wrong prices or disapproved products.
- iOS and consent changes cut the pixel’s view of conversions and nobody set up the Conversions API.
- Campaign structure grew by copy and paste: hundreds of ad groups, budgets spread thin, no negative keywords.
- Return on ad spend is reported per platform, and the blended number in the accounting is much lower.
- An agency runs the ads, but the store’s tracking, feed and landing pages are nobody’s job.
What I deliver
- Conversion tracking that matches the store: Google Ads conversions with order values, the Meta pixel with Conversions API and deduplication, built on the GA4 and Tag Manager events, consent handled.
- Product feeds for Google Merchant Center and Meta catalogues generated from the store data, validated before submission, with the disapprovals explained and fixed at the source.
- Campaign structure and settings for Google Search, Shopping and Performance Max and for Meta: account structure, audiences, budgets, negatives and the rules for changing them.
- Landing pages that match the ad and load fast, measured against the same events as the store.
- Reporting that reconciles platform numbers with orders and margin, in a sheet or a dashboard the team owns.
- Automation around the campaigns: budget and bid rules, alerts on disapprovals and tracking failures, exports to the CRM or the email tool.
How it goes
Audit the money and the measurement. Account structure, spend, the conversions the platforms claim against the orders that exist, feed health and landing page speed. The first output is a list of leaks with evidence, ordered by the money involved.
Fix tracking and feeds before touching bids. A campaign optimised on wrong data optimises for the wrong thing. Tracking, deduplication, consent and the feed get fixed and verified first.
Then restructure, run and report. Campaigns are rebuilt or adjusted with written rules for budgets and changes; a monthly note shows what the spend did in orders, not in platform conversions.