E-commerce CEO · SEO · Profitable growth Michael Kirkegaard

By day, CEO of two Danish webshops. I help brands with Profit Engineering, growth you can see on the bottom line.

Open for projects Copenhagen, DK

Tech stack

Ahrefs

Shopify Klaviyo

Meta Ads

Google Ads

Google Analytics

Search Console

WordPress

Elementor

Claude

Notion

Make

Semrush

Selected projects

Webshop · CEO

MAXIS

maxis.dk

Home of the sportswear brand Nordic Power. As CEO, my main focus is business development, marketing, and sales.

Webshop · CEO

Billig Træning

billigtraening.dk

Training equipment for all of Denmark. Built on the same engine room as Maxis.

Profit Studio

Profit Engineering

profitstudio.io

A systematic approach to profitable growth, where everything a webshop does is judged on the bottom line.

Case

VICOS

vicos.dk

SEO and AI visibility for a nationwide staffing and recruitment agency serving industry.

Brand case

Energize

energiz.dk

Complete underfloor heating systems for Danish homes. One of the brand cases I have built over the years.

Speaker

eTail Nordic 2025

youtube.com/@michaelkirkegaard

GenAI for content, tracking, and profitability. Most recently on stage at eTail Nordic and Savant Ecommerce.

Latest from LinkedIn

Follow along on LinkedIn.

Michael Kirkegaard ClausenCEO, Maxis | Ekstern CMO | Profitabel marketing, der investerer i din fremtid | Founder, Profit Studio

Der er ingen alternativ tekst for dette billede

10x 💯 anmeldelser på Trustpilot ⭐⭐⭐⭐⭐

39 · 5 commentsOpen on LinkedIn

Michael Kirkegaard ClausenCEO, Maxis | Ekstern CMO | Profitabel marketing, der investerer i din fremtid | Founder, Profit Studio

FIBO Dream Team → New theme

26Open on LinkedIn

Michael Kirkegaard ClausenCEO, Maxis | Ekstern CMO | Profitabel marketing, der investerer i din fremtid | Founder, Profit Studio

It's a wrap! 🎬

17 · 2 commentsOpen on LinkedIn

Michael Kirkegaard ClausenCEO, Maxis | Ekstern CMO | Profitabel marketing, der investerer i din fremtid | Founder, Profit Studio

A cold call on a Friday turned into a 26 km trail race.

12 · 2 commentsOpen on LinkedIn

Maxis80 følgere

Nyheder fra Nordic Power 💪

13 · 2 commentsOpen on LinkedIn

Profit Studio237 følgere

Profit Studio Podcast is coming.

11Open on LinkedIn

Profit calculator

How much profit is left when every cost is paid?

Eight numbers from your webshop. See contribution margins, profit per order, break-even ROAS and POAS as you type. No sign-up.

Run your numbers

1 Contribution margin 1 Revenue after returns, minus the cost of goods.
2 Contribution margin 2 After shipping, handling and payment fees.
3 Contribution margin 3 After advertising. The number growth is measured on.

Who I am

CEO, marketing leader & SEO geek

After more than ten years in digital marketing, I now lead Maxis.dk and Billigtraening.dk as CEO. That means I know the pressure on a bottom line from the inside.

Through Profit Studio I bring that same thinking to other brands: SEO, paid advertising, email, and data working together toward one goal. I have also spoken at eTail Nordic on how GenAI is reshaping content and tracking.

Years experience

Brands

Webshops as CEO

Free PDF

Coming soon

Profit Engineering

An approach for webshops that want to make money, gathered in one PDF.

Download

Daily posts on profit & SEO

YouTube

@michaelkirkegaard

Instagram

@michaelkirkegaardclausen

Write to me

mail@michaelkirkegaard.dk

Want your webshop to make more money?

See how I work with Profit Engineering, SEO, and case studies at Profit Studio.

profitstudio.io

Marketing, explained

SEO

08 Sept

Google Search Console: how I read the numbers before touching a site

Search Console is Google's own data on your site. Here is how I set it up, read the Performance report, find the easy wins and catch indexing errors before they cost traffic.

SEO

08 Sept

Lighthouse and Core Web Vitals: what the numbers mean and what moves them

Lighthouse measures in the lab, Core Web Vitals measure real users. Here is the difference, the three thresholds, the errors I find most often, and what took my own site from 75 to 98.

SEO

08 Sept

Yoast or Rank Math: what an SEO plugin should do, and what it must not

Yoast and Rank Math solve the same job in WordPress. Here are the differences, what I switch off in both, the setup I use, and why the choice matters less than most people think.

Strategy

06 Sept

10 Books for Personal and Professional Growth

Ten books about persuasion, decision-making, habits, focus and business. A practical reading list with the central idea from each title.

E-commerce

06 Sept

What Is Online Commerce? A Practical Guide

Online commerce connects digital sales with operations and economics. Learn the models, systems, customer journey and measures that matter.

SEO

26 Aug

How to Build Online Authority With Content and Mentions

Online authority grows through credible content, mentions, links and citations. Learn how to assess and strengthen your digital footprint.

Technical

26 Aug

Vibe Coding in Practice: How This Website Is Built

This website is built and updated with Claude Code. See what vibe coding means in practice and which checks happen before publication.

Google Ads

16 Aug

Google Ads cost per click: what does a click cost?

There is no fixed price per click in Google Ads. Here is what drives the price, the rough levels to expect, and how to find your own cost per click.

Latest from Instagram

Follow along on @michaelkirkegaardclausen for more.

Profit Engineering The method that ties the disciplines together Profit calculator Eight numbers in, contribution margin 1, 2 and 3 out

Playbooks