Time promotions precisely
Promotions were planned in detail and activated automatically in ads. That brought messaging, offers and actual availability closer together.
International e-commerce · Interim SEA lead
Around 20–30% more revenue, with clear direction across 6–7 markets.
Following a leadership change, I took interim responsibility for an international SEA team, a seven-figure monthly media budget, and the continued development of Search and Shopping operations.
Seven-figure monthly ad spend
Interim SEA lead
6–7 international markets
Team of 3–4 people
Impact during the project
More revenue with broadly stable efficiency.
Channel revenue in the Google Ads setup under my responsibility increased by around 20 to 30% during the project.
Efficiency remained broadly stable. Clear priorities across markets, accounts and the team laid the groundwork for controlled growth.
Starting point
Maintain continuity and unlock new growth opportunities.
After the leadership change, I took responsibility at short notice for continuity across the team, accounts and budgets.
At the same time, promotions, product signals, feed structure, ads and landing pages needed to work together as a scalable growth system.
My responsibility
Interim leadership and hands-on SEA ownership.
I led the SEA team of three to four people across six to seven markets, combining day-to-day account work with prioritization, budget management and cross-functional coordination.
- Functional leadership of the SEA and Shopping team
- Budget management across six to seven markets
- Prioritizing growth and scale opportunities
- Planning and automating promotions
- Optimizing and restructuring product feeds
- Continuous ad and landing page testing
- Working with copywriting, design, paid social and BI
Growth levers
A more coordinated growth system.
Timing, data, consistent execution and a shared view of Search, Shopping and the funnel amplified the effect of each measure.
Restructure the product feed
The feed was revised and used as a management tool so that product signals and campaign logic could work together more effectively.
Test ads continuously
New messages and promotions were tested regularly, then promising approaches were developed further.
Optimize landing pages too
Landing pages were tested continuously to turn additional reach into revenue as effectively as possible.
Manage Search and Shopping together
Budgets, promotions, product signals and tests were prioritized within one growth context.
Impact
More revenue from a coordinated SEA system.
Managing the team, Search, Shopping, promotions and funnel together captured additional demand on an already meaningful revenue base.
Clear leadership, strong product signals and consistent prioritization make complex SEA setups scalable.
For your setup
What carries over to other setups.
- 01
Interim leadership combines operational continuity with clear growth priorities.
- 02
Promotions are more effective when the offer, timing and ads are technically synchronized.
- 03
The product feed is a strategic management tool for Shopping growth.
- 04
Search, Shopping and landing pages should be tested as one system.
- 05
Market and campaign opportunities become stronger when the team, data and funnel are managed together.
Next step
What is your next commercially sound stage of growth?
Explore the senior capacity that fits your Search, Shopping and growth setup, or discuss your situation directly with me.