Work begins with a baseline audit that evaluates the structure, configuration, and performance of existing campaigns.

The audit includes:
• assessment of account and campaign structure;
• verification of key settings;
• review of analytics and tracking setup (pixels, goals, events, UTM parameters);
• evaluation of keyword structure and quality in paid search.

As a result, you receive a structured assessment with clear recommendations for next steps.

A comprehensive audit is available for deeper analysis and includes a personal consultation with a detailed walkthrough of findings and explanation of the factors driving current performance.

At this stage, I analyze the market and priority competitors: which products and services they promote, what messaging and formats they use, and which audiences they target. I also identify patterns — which approaches are widely used across the market and which remain underutilized.

These findings are then aligned with the results of your campaign audit and available performance data. This makes it possible to identify gaps in audience reach and determine which directions offer the strongest growth potential.

As an outcome, you receive a prioritized list of growth hypotheses and a clear set of areas recommended for testing.

Following the analysis and audit, I move to campaign preparation. The structure is defined first: which directions become separate campaigns, how they are segmented by product, audience, and objective.
At this stage, I build and group keyword sets for paid search, develop lists of target queries and negatives, and define the logic for brand, competitor, and generic terms.

In parallel, audience segments are configured for paid social: interest- and behavior-based segments, lookalike audiences, and retargeting where relevant. Based on the approved structure, ads and creatives are developed for different formats, messaging is refined, and landing pages are reviewed to ensure alignment with user intent.

Analytics and tracking are configured in parallel. Goals and events are defined, lead and purchase data flows are set up, UTM parameters are implemented, and CRM integration is established where required. This ensures that conversions and other key actions are measured not only within ad platforms but also on the business side.

As a result, campaigns are launched with a structured setup and a reliable measurement framework in place.

At launch, the approved structure, keyword sets, audiences, and creatives are implemented in the advertising platforms. For each campaign, objectives, budget allocation logic, and bidding strategies are defined, along with placement and format selection. Particular attention is paid to verifying the accuracy of data collection in web analytics systems.

Following launch, campaigns are developed and optimized on an ongoing basis. New ads, targeting segments, and placements are introduced regularly, while underperforming variations are paused or removed. As new formats and platform capabilities become available, they are tested in controlled volumes, and only the solutions validated by performance data are scaled.

Once campaigns reach a stable operating phase, a continuous cycle of analysis and refinement begins. Key performance indicators are monitored, including spend, cost and quality of leads, and the contribution of individual campaigns and ad groups to overall results. Search queries, audiences, ads, and creatives are reviewed to identify which combinations perform effectively and which require restructuring or discontinuation. Where necessary, landing pages and lead capture logic are revisited, with recommendations provided to improve the user journey from first interaction to conversion.

Based on performance data, the strategy is adjusted step by step: budgets are reallocated between stronger and weaker directions, keyword sets and audience segments are refined, and new formats and approaches are tested. All changes and their impact on performance metrics are documented in reports. These reports outline completed actions, metric shifts over the period, and planned next steps aimed at sustaining and improving results.

I work across major international and local markets, including Russia, the CIS region, Europe, Asia, and the United States. For each region, I develop ad creatives and messaging in the local language, taking into account audience behavior and market specifics. This ensures that campaigns remain relevant and clearly understood by the target audience.

I launch and manage campaigns in Google Ads, Meta (Facebook, Instagram), and LinkedIn. For each business, I select platforms and formats individually, based on campaign objectives, competitive landscape, and platform-specific requirements, to ensure optimal reach and performance.

My portfolio includes B2B companies, e-commerce businesses, service providers, online education platforms, offline businesses, and other sectors. For each business type, I develop a strategy based on market insights, target audience analysis, and industry specifics to achieve measurable growth in leads and sales.