I’m the one your ads think about at night.
They’re haunted by bloated CAC, broken tracking, and the last agency that “optimized” everything into the ground. I fix the mess — fast.
— Brands that brag about having me on their side —
All brand names & logos are property of their respective owners.
I’ll help you get profit
from your ads. Simple as that.
In a world full of ad specialists, very few actually know what drives profit. That’s the part no one wants to admit. It’s not about pressing buttons or launching fancy funnels — it’s about understanding how ads fit into the bigger picture, and how that picture connects to revenue.
I started this as a student looking to earn a little extra, and ended up knee-deep in strategies that made real money for real businesses. I’ve worked across dozens of accounts, cleaned up messes, built scalable systems, and turned bad ad spend into actual growth. Because I care about the outcome — not just the setup.
— Certifications —
- Google Ads Search Certification
- Facebook Ads & Marketing Mastery
- Ultimate Google Ads Training 2021
- God Tier Ads
I don’t run ads.
I run results.
I’ve managed over $20M in ad spend across dozens of D2C brands. Whatever your platform, I bring surgical strategy and full-funnel execution. Pick the platform you actually need — or all of them.
01Meta Ads
Meta is where most brands either scale or burn out. I’ve worked in accounts as small as $2K/mo and as large as $500K+/mo, and the pattern is always the same: the account is only as good as the person who’s actually looking at it.
What that looks like in practice: rebuilding your CBO structure so it stops eating budget on losers. Setting up ASC properly (which most agencies still get wrong). Fixing your CAPI setup so Meta’s algorithm actually sees your conversions. Testing creative at a cadence that matches your ad account’s learning capacity — not more, not less.
- ASC + CBO structure rebuild
- CAPI + Conversions API tracking
- Creative testing frameworks
- Retargeting funnels that don’t waste budget
02Google Ads
Search, Shopping, PMax, YouTube. Whatever the placement, Google Ads reward one thing: precision. Not “just launch a PMax campaign and pray” — but actual keyword strategy, exclusions, feed optimization, and conversion value signals.
I’ve turned broken PMax setups (one asset group, one campaign, brand terms polluting everything) into segmented, margin-aware structures that let Google actually optimize. Feed quality alone can move ROAS by 40% before you touch bids.
- PMax segmentation by margin
- Search & Shopping architecture
- Feed optimization (GMC + Symprosis)
- Conversion value + tROAS bidding
03TikTok Ads
TikTok isn’t Meta with different aspect ratios. The algorithm behaves differently, the audiences behave differently, and the creative that wins looks nothing like a Meta ad. It’s a different sport — and I’ve been running it since it was worth running.
Real UGC-style creative testing, spark ads with real creators, VBO campaign structures, TikTok Shop when it makes sense. If you’re an emerging D2C brand with a product that shows well on video, this is where scale is hiding.
- UGC creator strategy
- Spark Ads + VBO campaigns
- TikTok Shop integration
- Creative testing at velocity
04LinkedIn Ads (B2B)
LinkedIn is the most expensive platform per click and the most valuable per lead — if you know what you’re doing. Most agencies waste 60% of the budget on wrong targeting layers and generic creative.
Job title + seniority + company size targeting done properly. Conversation ads, document ads, lead gen forms with CRM sync. If your ACV is above $20K, LinkedIn should be in your stack.
- Precise ABM targeting
- Lead gen form + CRM integration
- Conversation & Document Ads
- Full-funnel B2B strategy
The unsexy things
that actually move the needle.
This is the part of the job most people skip. It’s not glamorous, it doesn’t win awards, and it definitely doesn’t fit in a case study reel. But it’s what separates ads that work from ads that just spend.
Fix tracking
Broken pixels, missing CAPI, wrong events. Your ad platforms are optimizing against garbage data. Fix this first.
Build smart strategy
Full-funnel mapping tied to your actual business model — not the platform’s default template.
Structure that scales
Account architecture designed for the budget you’ll be spending in 6 months, not the one you’re spending today.
Test what matters
Creative testing frameworks that respect the algorithm’s learning capacity — not throw-everything-and-pray.
Ad creation & advise
I brief your creative team with what the algorithm actually wants, and iterate based on data — not vibes.
Rebuild broken accounts
Inherited an account from a previous agency? I’ll audit, rebuild, and get it moving again.
Lower CAC — without killing scale
Efficient and scaling aren’t the same thing. I balance both instead of picking a side.
Align ads with offers
The ad is only as good as what it points to. LP audits, offer sequencing, funnel logic.
Optimize what you have
Sometimes the account doesn’t need a rebuild — it needs someone who actually reads the reports.
Where I’ve been.
Numbers over stories.
Real accounts, real numbers, real stakes. Each one below opens up — no external links, no “request the full case study.” It’s all here.
Meta · Real Estate · US −70% CPL for Real Estate Lead Gen −70%
— CPL trajectory · 6 months —
The account came in with a solid structure — I actually kept the bones of what was there. The problem wasn’t broken; it was constrained. Targeting was locked to a few states, which starved the algorithm.
Opened it up to the entire US, consolidated the best performers into a single ad set CBO, and rebuilt the lead flow around a 2-form opt-in: general form first (low friction) → detailed form second. That let us retarget partial fills — the leads that would’ve slipped through — and pushed opt-in rate from 9% to 16% while cutting CPL more than two-thirds. Same budget. 6 months.
— What changed —
- Broadened targeting to full US
- Consolidated to single ad set CBO
- 2-form opt-in structure (soft → detailed)
- Retargeted partial-fill leads
- Creative refresh cadence tightened
- Lead quality scoring implemented
Google · eCom · US +314% ROAS on eCom Hats Brand +314%
— ROAS trajectory · 6 months —
Broken account. One PMax campaign with a single asset group burning through budget. Brand keywords polluting PMax — the campaign was cannibalizing free brand traffic and taking credit for it.
Segmented PMax into 3 campaigns by margin tier, added brand exclusions, and layered in dedicated Shopping + Search + DSA + demand-gen campaigns. Switched from Max Conversions to tCPA, then tROAS once we had 30 days of clean signal. Same category, same product — completely different economics.
— What changed —
- PMax segmented by margin (3 campaigns)
- Brand keywords excluded from PMax
- Dedicated Shopping + Search + DSA
- Demand Gen for TOF
- Bid strategy: Max Conv → tCPA → tROAS
- Feed optimization (titles, categories, custom labels)
Meta + Google · eCom · US +138% ROAS on eCom Apparel Brand +138%
— ROAS + Budget · 10 months · $2M+ total spend —
Different beast. This wasn’t broken — it was capped. The account was profitable at $20K/mo but couldn’t scale without ROAS collapsing. Q4/BFCM was coming and the team wanted to more than double budget without losing efficiency.
Built a multi-ASC scaling framework: Broad Autobid for volume, CC (Cost Cap) for controlled scale, tROAS for efficiency — running in parallel with defined budget allocation rules. On Google, filtered PMax by margin and heavily optimized the GMC feed with Symprosis. Hit 5.1 ROAS at $45K/mo, $2M+ total spend across the engagement.
— What changed —
- Multi-ASC framework (Broad + CC + tROAS)
- PMax segmented by margin tier
- GMC feed optimization (Symprosis)
- Creative production cadence 3x per week
- Automated ASC exclusion rules
- Q4/BFCM specific ramp playbook
Meta + Google · SaaS · US SaaS Lead Gen: $346 → $35 CPL −90%
— CPL trajectory · 12 months —
Joined to open the ad function from scratch. The company was gathering leads through non-paid methods and paying $346 per lead — $2,600 per booked demo. Agreed with the founders that cost per demo would be the north-star KPI, CPL secondary.
Started by testing five lead magnet ideas via a Meta traffic campaign — cheapest way to see what resonates. “Case Study”-style lead magnet won. Built the opt-in page + thank-you page flow around it. CPL dropped from $50 to $35 through constant LP A/B testing.
The hard part was lead → demo conversion. Tweaked the thank-you page relentlessly, layered in remarketing + email flows, and eventually built a dynamic thank-you page with IP-based inputs. That’s what pushed lead-to-demo from ~1% to 10%. 12 months. Meta + Google.
— What changed —
- Full platform fundamentals (Meta + Google)
- CAPI setup via Zapier
- 5-lead-magnet A/B test → Case Study winner
- Dynamic thank-you page (IP-based inputs)
- ABO testing + CBO scaling on Meta
- Branded + Generic Search on Google
- Lead quality scoring system
- Automated email flows for lead → demo
Meta · Fundraising · US 0 → $25K collected · Fundraising Startup 0 → 2.5
— Cash collected + ROAS · 3 months from zero —
Brand new. Unvalidated. Zero advertising channels running. The founders needed someone to establish the entire flow and figure out whether ads even worked for this offer — a genuinely open question in fundraising.
Started with a traffic campaign to feel the pulse before jumping into conversions. Solid clicks, some add-to-carts, zero purchases. That told me the offer resonated but the audience wasn’t right.
This was before broad-targeting worked cleanly, so I tested every audience interest that could plausibly convert. Only one moved the needle: “passive income.” Once I found that anchor, scaled with CBO campaigns layered with lookalikes. 3 months from zero to $25K collected on $10K/mo spend at 2.5 ROAS — well above KPI.
— What changed —
- Website UX/CRO suggestions for opt-in flow
- Target persona research from scratch
- Traffic-first validation methodology
- ABO testing SOP established
- Interest testing → “Passive Income” anchor
- CBO scaling + lookalike layering
- Remarketing campaign setup
- Reporting dashboards + future roadmap
What clients say
when I’m not in the room.
Working with Stefan was a game-changer for us. His deep expertise in performance marketing helped us scale our campaigns efficiently. Stefan is not just a strategist — he’s a partner who genuinely cares about the growth of your business.
Stefan brings a rare combination of strategic thinking and hands-on execution. He knows what drives results and has a knack for finding the levers that actually move the needle. Would work with him again in a heartbeat.
Stefan led performance marketing at Referrizer during a critical growth phase. His ability to structure campaigns for scale and drive down CPL while maintaining lead quality was instrumental. A true professional.
Stefan delivered results where other agencies had failed. His approach to Meta and Google Ads is systematic, data-driven, and refreshingly honest about what works and what doesn’t. Highly recommended.
Stefan helped us launch and scale our brand from the ground up. His willingness to test, iterate, and stay hands-on made all the difference. He treats your business like it’s his own.
Stefan is the kind of specialist you want on your side — sharp, responsive, and always thinking one step ahead. He turned our Meta account around and set us up for sustainable growth.
The things you’re
about to ask me anyway.
What’s the minimum monthly ad spend you’ll work with?
Roughly $10K/mo. Below that, my fee eats too much of the budget to justify. There are exceptions — early-stage brands with strong product-market fit and a clear ramp path — but the baseline is $10K.
How fast can I expect results?
If your account is broken, we usually see meaningful improvement inside 30 days. If your account is functional and we’re scaling, expect 60–90 days for the algorithm to stabilize at new budget levels. Anyone promising faster is selling something else.
Do you replace my in-house team or work with them?
Both, depending on need. Many clients have a junior media buyer or a creative team already — I plug in as strategy + oversight. Others need me to run the whole thing. Tell me what you have and we’ll figure it out on the call.
My account was managed by an agency that “broke” it. Can you fix it?
Probably — I’ve inherited more of these than I’ve built from scratch. First step is always a paid audit so I can look at the actual account and tell you honestly what’s salvageable, what needs a rebuild, and whether the “damage” is actually damage or just a different setup than the previous agency’s playbook.
Do you produce creative, or do I need to bring a team?
I don’t produce creative myself, but I brief your team or your creative agency with what the algorithm actually needs to see. If you don’t have anyone, I have creators and editors I can plug in on your dime.
What industries do you actually work with?
D2C ecommerce, SaaS lead gen, financial services / fundraising, real estate lead gen, education. I stay away from anything I don’t understand well enough to have an opinion on. If you’re outside these categories, we can still talk — I’ll tell you honestly if it’s not a fit.
You’re in Serbia — will timezone be a problem?
Central European Time. There’s daily overlap with all US timezones and full overlap with EU/UK. I’ve been working with US-based teams for years — Slack, Loom, async docs, weekly syncs. If anything, the timezone gap means I’ve done half your day’s work before your standup.
How do we start?
Book a 30-minute call using the Calendly widget below. On the call we’ll talk about your business, current setup, goals. If I think I can help, I’ll send a proposal within a few days. If I don’t think I’m the right fit, I’ll tell you and point you toward someone who is.
Your ads deserve more
and you know that.
Book a 30-min call directly, or drop me a note if you’d rather write things out. Either way, I read everything.