Google Ads
consultant

One consultant, not an agency

When you hire a freelance Google Ads consultant, you work with one person instead of an agency with changing hands. I sit in the account myself, know its history and stay accountable for the choices that are made. This is not a criticism of agencies, but a different model: less coordination, a shorter path from decision to action and someone who genuinely knows your business.

I work through Profit Studio, which in practice is me. The advantage is that you get an experienced specialist on the task rather than a junior, without having to hire in-house. The approach rests on Profit Engineering, where ads are seen as part of the whole business rather than an isolated channel.

Profit over ROAS

Most Google Ads accounts are run by ROAS, that is, revenue per ad krone. The trouble is that revenue is not the same as earnings. Two products can share the same ROAS and still have very different bottom lines once margin, shipping, fees and returns are counted in. A campaign can look strong in the numbers and still lose money.

That is why I manage by net profit, as far as the data allows, and use POAS rather than ROAS. The budget moves towards the products and searches that actually earn money, and away from what only looks like growth. If you want to go deeper into the method itself, I have gathered it in my Google Ads playbook.

How I work

The order depends on the account, but some principles recur. They are not revolutionary. The value lies in doing the thorough work consistently.

• The numbers first. Get margin and actual costs on the table, so decisions rest on earnings rather than guesswork.
• Fix what leaks. Often the fastest gain lies in stopping waste on keywords and campaigns that do not pay off.
• A structure you can measure. A setup where it is clear what contributes to the bottom line and what does not.
• Tracking that holds. Data is only as good as the measurement behind it. Without proper tracking, everything else is guesswork.
• Steady adjustment. Follow the numbers that genuinely say something, rather than reacting to random noise day to day.

Who I help

I work mainly with webshops and brands where the ad budget needs to end up as profit, not just clicks. Some need a review and a second opinion on an existing account, others need someone to take the reins on an ongoing basis. Both are possible.

I am based in Copenhagen and happily take on work in Denmark, but ad management knows no borders. International clients in the Nordics and further afield are just as welcome, and we can work in English or Danish. I am open to both projects and ongoing freelance engagements.

Background and experience

I have worked with digital marketing for more than ten years and handled advertising for over twenty brands. Day to day I am CEO of the Danish webshops Maxis.dk and Billigtraening.dk, which is a constant reminder of what marketing means for an actual bottom line. I advise from that perspective rather than only delivering a narrow service.

I have spoken at eTail Nordic and Savant eCommerce about using GenAI for content, tracking and profitability, and I have been a guest lecturer at Copenhagen Business School. You can see more examples in my cases.