service · conversion
> seokopat.optimize("ad budget")
Ad Optimization
We treat advertising as an engine to be controlled, not a cost line. If measurement is wrong, the feed is broken and there are no budget rules, no account stays profitable for long.
In the accounts we take over, the problem rarely starts with the creative. It starts with measurement and structure: conversions counted twice, campaigns competing with each other, branded search taking credit for everything, feed errors quietly pulling the most profitable products out of rotation.
So the first job is validating measurement. Which conversion is real and which is a duplicate; which sale came from the ad and which was coming anyway. Raising budget before that is clear means pushing hard in the wrong direction.
After that we simplify the account structure, shift budget toward products with real margin and set a weekly decision rhythm. Advertising works when it is managed together with site conversion, stock reality and actual profit.
Four pillars of the work
Measurement and data
Conversion tracking audit, server side events, consent handling, and platform data compared against real orders. The gap between the number in the report and the money in the bank gets closed first.
Account structure
Campaign and audience architecture, brand versus non brand separation, search term analysis, negative lists and bidding strategy. A simple structure is one the platform can learn and a human can manage.
Feed and product data
Merchant Center errors, title and image quality, category and GTIN hygiene, price and stock sync. On Shopping and Performance Max this layer decides most of the outcome.
Budget discipline
Budget follows contribution margin, target thresholds get written down, and scaling steps and stop rules are agreed up front. A bad week then stops turning into a panic decision.
What we see most often
Branded search takes the credit
A brand campaign's high ROAS inflates the whole picture. Until brand and non brand are separated, you cannot see which campaign actually brings new sales.
Conversions counted twice
When the same order is recorded by both GA4 and the platform pixel, budget drifts toward whichever campaign looks best on paper. Deduplication is the first fix in most accounts.
The feed quietly drops products
A missing GTIN, a price mismatch or a stock error pulls the most profitable products out of rotation. Nobody notices, because the account keeps running.
A new campaign every week
Changes made before the learning period completes keep resetting the account. Patience is a strategy here, not laziness.
The landing page does not keep the promise
What the ad promises is not on the page that opens: clicks happen, sales do not. Often it is the page that has to change, not the creative.
Scope
Channel choice depends on the business. Instead of being present everywhere, we prefer going deeper where the money is made.
Channels
- Google Ads: search, Shopping, Performance Max, YouTube
- Meta Ads: prospecting and remarketing structure
- Marketplace advertising: Trendyol, Hepsiburada, Amazon
- Remarketing and customer lists, consent and KVKK compliant
Measurement
- Conversion tracking audit and deduplication
- Server side events and consent mode setup
- GA4, platform data and real order data compared
- Revenue mapped per channel and campaign
Account
- Campaign and audience architecture
- Search term analysis and negative keyword lists
- Bidding strategy and target thresholds
- Creative and copy testing plan
- Landing page match checks
Product data
- Merchant Center feed audit and error fixing
- Product title and image optimization
- Attribute, category and GTIN hygiene
- Verification of price and stock sync
How we work
- 01
Account and measurement audit
We review the accounts, the conversion setup and the feed. The output shows what is measured incorrectly and what is being spent for nothing.
- 02
Targets and thresholds
Targets get set per product and channel based on contribution margin. Optimization without a target produces accounts that look good on screen and lose money.
- 03
Restructuring
Campaign architecture gets simplified, budget moves to focus products, negative and exclusion lists are built.
- 04
Testing rhythm
Creative, copy and landing page tests get queued. We do not change everything at once; if we did, nobody would know what worked.
- 05
Scaling
Once targets hold, budget increases in steps and the profit threshold is rechecked at every step.
Who this is for
Good fit
- Businesses with measurable sales or lead flow
- Accounts where spend is rising and margin is falling
- Brands launching a new product or a new channel
- In house teams running their own accounts who want a second pair of eyes
Not a good fit
- Setups where conversion tracking is not allowed
- Sites whose product page and checkout block conversion; that comes first
- Budgets expecting results in the first week
- Requests that only want impressions and engagement
What we watch
ROAS on the dashboard is not enough on its own. We read these together.
Work that sits side by side
Advertising runs at the same table as SEO and e-commerce consulting. If non brand organic is growing while ads keep paying for the same query, there is budget to win back there.
How the engagement works
Scope and duration
The audit can be a standalone piece of work and management runs monthly. We do not ask for long commitments; since the account is yours, leaving should be easy too.
Team and communication
You speak directly to the person running the account. Major changes are shared in writing beforehand, with no surprise restructures.
Reporting
A short weekly status and a wider monthly read. The report is not a platform screenshot; spend, sales and profit sit in the same table.
Frequently asked
Is your fee a percentage of ad spend?
We settle the model in conversation. A percentage of spend is not right for every business, because in some accounts the correct decision is to spend less rather than more. The incentive should point the same way as your profit.
Who owns the accounts?
The accounts stay yours. You grant access, we manage them. When the engagement ends, the accounts, the data and the history remain with you. We do not lock anyone into a setup they cannot access.
Performance Max is a black box, what do you actually do there?
There are still control points: feed quality, asset group structure, brand exclusions, channel and search term reports, geography and audience signals. We cannot open the box, but we can control what goes into it and what we measure coming out.
How long does recovery take?
Measurement and feed fixes are usually done within the first two weeks. After structural changes the learning period runs two to four weeks, and judging results before that is misleading.
If I have SEO, do I need ads?
They do different jobs. Paid is fast and controllable, organic is slow and durable. In a healthy setup ads test new products and campaigns, and as organic grows the paid share of the same query goes down.
Can this work on a small budget?
Below a certain daily spend the algorithm cannot learn and the budget disappears into measurement noise. In that case we suggest starting with a single channel and a narrow product group, and if it does not make sense we say so.
Let us look at the account
Give us read access to your ad accounts so we can review the setup and the tracking. In the first response we will tell you plainly what is broken and what can be fixed quickly.
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