I turn ad budgets into profit

Media buyer: Meta, Google and TikTok Ads. Since 2022 I have been running projects both within agency teams and independently: I take accounts to profitability and scale what works.

Working since 2022. Agency teams and independent projects
Project geos: Ukraine, USA, Canada, Germany, Poland
Niches: e-commerce, education products, lead generation
Peak budgets: up to $36k per month
$700k+
ad spend managed over 4 years
10+
projects across 5 countries
88 000+
leads in education & product niches
2.2-4.8
ROAS on sales-focused projects

Sales & ROAS

Projects where profit was the primary KPI. Click a project to see the goals, scope of work and results for the period.

Goals

  • Lift ROAS after the 2025 slump: the average was ~2.7, dropping to 1.68 in some months
  • Keep the scale: the account was spending $25-36k per month
  • Clean up the market structure: DACH, EU, UK
  • Get the most out of seasonal sales

What I did

  • Split scaling into regional Advantage+ Shopping campaigns: each market optimizes for its own economics
  • Built dedicated campaigns for the February Sale and Mid-Season Sale
  • Closed the funnel with catalog retargeting
  • Reallocated budget weekly toward the best-performing markets

Results

  • ROAS ~4.8 for the first half-year vs ~2.7 in 2025
  • Peak: ROAS 7.52 in February; the DACH sale hit 10.65
  • $719k revenue on $150k spend
  • Scale preserved: $25-36k per month with no dips
2.7 4.5 7.5 4.8 2025 Jan 26 Feb 26 H1 2026
Monthly ROAS: before and after the account restructure

Goals

  • Build a Meta sales channel from scratch: no data, no audiences, no proven creatives
  • Reach profitability fast so the budget would not burn for months
  • Assemble a full funnel instead of just pouring cold traffic
  • Lay down a structure that survives scaling

What I did

  • Cold prospecting through interests (Sleep, Stress, specific NMN and resveratrol formulas)
  • Built a Lookalike of active buyers that became the main workhorse campaign
  • Added Advantage+ Shopping and retargeting on views and carts
  • Educational creatives for an aware audience: formula benefits, social proof, objection handling

Results

  • Profitable within ~3 months of launch, peak ROAS 8.0 in November 2023
  • $515k revenue on $232k spend, ROAS ~2.2 for the full period
  • Scaled to $20-25k per month (peak ~$58k) without losing profitability
  • Advantage+ retargeting delivered ROAS up to 16.1
1.3 1.9 3.0 8.0 Aug 23 Sep 23 Oct 23 Nov 23
The channel reaching profitability within the first months after a from-scratch launch

Goals

  • Turn the account profitable after ~1.5 years of losses: April ROAS was just 0.16
  • Respect the high-ticket specifics: gold buyers compare for a long time and often message first, buy later
  • Find a working combination fast: the account had already burned budget for too long

What I did

  • Did not resuscitate the old structure: relaunched the ads around real buyer behavior
  • Pure cold prospecting as the sales driver
  • Split conversion paths: purchases separately, inquiries and contacts for expensive items separately
  • Creatives built on trust and specificity: a concrete bar or coin, a transparent offer

Results

  • ROAS: 0.16 in April, 3.5 in May, 5.0 in June
  • Monthly revenue: $100 → $4,200 → $9,400
  • The prospecting campaign reached ROAS 5.11
  • 25 inquiries for high-ticket items as an extra sales channel
0.16 3.5 5.0 Apr 26 May 26 Jun 26
A two-month account turnaround. A fresh case; next step: scaling the winning combination

Goals

  • Bring sales back: for ~6 months the budget had gone to traffic and messages with almost no purchases on record
  • Grow revenue and order volume month over month
  • Scale the budget without killing profitability

What I did

  • Moved the core budget to purchase optimization instead of traffic
  • Built the full funnel: prospecting, a separate creative-testing track, retargeting on views and carts
  • Deliberately kept part of the budget at the top of the funnel to feed retargeting
  • Moved winning combinations into evergreen campaigns, cut weak ones fast

Results

  • Monthly revenue grew from ~$5k to ~$11k
  • Sales: from ~9 to ~63 per month, ~320 orders in total
  • Sales campaigns ROAS ~2.7, retargeting up to 3.5
  • Best months: ROAS 3.1+
$5k $8k $11k Oct 25 Q1 2026 Jun 26
Monthly revenue growth over 9 months of managing the account

Lead generation & traffic

Long-term agency projects where the KPI was lead/click volume and cost. Several projects ran in parallel for three years.

Goals

  • A steady flow of course applications and webinar registrations
  • Keep the cost per lead at a level comfortable for the project economics
  • Avoid dips while budgets and launch cadence grew

What I did

  • Two parallel tracks: direct course sales and traffic into webinar funnels
  • Systematic testing of offer + creative + audience combinations on cold and warm traffic
  • Manual bid optimization: CPM 20-30% below auto without quality loss
  • Worked with the team on landing pages and the sales team's lead processing speed

Results

  • 59,000 leads over three years of collaboration
  • Average cost per lead $2.69, below the education-niche average
  • CPC $0.43, CTR ~1.9% across $160k of spend
  • A predictable lead flow that never overloaded the sales team

Goals

  • More course applications without a significant rise in cost per lead
  • Test two promotion models: direct course ads and webinars with an upsell
  • Stability while scaling the budget and webinar cadence

What I did

  • Split the ads into two tracks: direct lead generation and webinar registrations
  • Constant creative rotation: weak ones cut, winners scaled
  • Landing page updates for every launch together with the project team
  • Refined the lead handover to sales so applications never went stale

Results

  • Direct ads: 4,382 leads on a $17.2k budget
  • Webinar track: 20,000+ registrations on $80.5k, CPC $0.23
  • The client made $15-20k profit within the first 3 months
  • The collaboration lasted over three years

Goals

  • Take my own brand into retail through ads: from production to the funnel
  • Solve the scaling problem: above $20/day the cost per sale spiked
  • Build a cold-audience funnel from scratch

What I did

  • Built offers on value, not discounts: own production, quality guarantee, fast delivery
  • After segment tests, focused on the single strongest one and on Facebook lead forms
  • Raised the product price: margin headroom appeared for testing and scaling
  • Over a hundred creatives tested along the way

Results

  • 6,900+ leads at ~$1.4 over three-plus years (CTR 2.82%, CPM $1.12)
  • Cost per lead cut in half vs the start
  • A steady 15-20 sales per day in season
  • ~$60-70k of net business profit over the period

Goals

  • A steady flow of orders from ads without rising acquisition costs
  • Budget scaling without losing control
  • Testing several promotion models: website, Instagram, lead forms

What I did

  • Offers built on strengths: in-house PC assembly, warranty service, post-purchase support
  • Focus on Stories and Reels as the cheapest acquisition formats
  • Creative A/B tests: videos, banners, carousels — over a hundred variants
  • Manual bid control keeping CPC at $0.02-0.04

Results

  • 445,107 clicks for $27.6k, average CPC $0.04
  • CTR 2.16% and CPM $0.93 over three years
  • The best campaigns delivered CPC $0.02 and CTR up to 4.8%
  • Campaigns ran steadily without audience burnout

Google Ads

A separate line of work: Demand Gen campaigns for international products. New projects keep being added.

Goals

  • Scale traffic buying via Google Demand Gen without losing target CPA and ROI
  • Run performance campaigns across Tier 1 (AU, JP, KR, SG, HK) and Tier 2 (BR, MX, CO, TR, TH, ID and more)
  • Quickly find working creative + pre-lander + landing combinations

What I did

  • Building and scaling combinations; writing creative briefs for designers
  • End-to-end analytics via Keitaro and Metabase trackers: optimizing for CTR, CPA and conversion rate
  • Offer A/B tests with fast selection of winners and cutting of losers
  • Working with the tech team; managing agency accounts and billing

Results

  • Daily budget scaled from $300 to $2,500 while holding target CPA/ROI
  • Profitable campaigns in 10+ GEOs
  • Campaigns ran steadily over six months

How I work

The approach repeats from project to project: economics and structure first, scale second.

01

Audit before budget

I start by dissecting the account and previous campaigns. Most losing accounts break on structure and optimization goals, not on creatives.

02

A full funnel, not just pouring traffic

Prospecting, creative testing and retargeting live separately. Each segment has its own KPI and its own budget.

03

Scale without losing profitability

The budget grows in steps, each step checked against ROAS and cost per sale. Weak combinations get cut fast; winners move to evergreen.