Klaudia Szlendak, Senior Google Ads Specialist
Snapshot
I run ad budgets of several hundred thousand dollars a month and have launched hundreds of campaigns. How many depends on the client: one account can have dozens running at once. My channels: Google Ads (Search, Shopping, Performance Max, YouTube, Display, Demand Gen, app campaigns), Microsoft Ads, ChatGPT Ads, CTV through Vibe, and programmatic in The Trade Desk and DV360.
What I do
Google Ads for e-commerce brands. I join sales campaigns with reach campaigns (YouTube, CTV, programmatic), and I base decisions on measurement I can trust.
Scaling Shopping and Performance Max without losing profitability
What it means for you: The budget goes up, and the return does not drop with every extra dollar.
Diagnosing and sorting out Google Ads accounts
What it means for you: You see quickly where the budget leaks and where the repair starts.
Joining performance with reach
What it means for you: The brand grows outside search too, so the sales campaigns have demand to collect.
Testing new things early
AI Max for Search, ChatGPT Ads.
What it means for you: You know before your competitors whether a new traffic source works in your industry.
When I use which channel
Search
When people already search for your product, or for the problem it solves.
Shopping
For any shop with a product catalogue, because the customer sees the photo and the price before clicking.
Performance Max
When you want the offer on every Google surface at once, and to scale sales with automation.
YouTube
When the product has to be shown or explained, and the brand needs awareness so searches have something to grow from.
Display
When you want reach, and to remind people who have already visited the site.
App campaigns
When your product is an app and you want users on Android and iOS from one campaign, across Google.
Microsoft Ads
When Google Ads already works and you want extra sales from cheaper traffic.
ChatGPT Ads
When you want to be where customers increasingly ask for product recommendations. As a test, to start with.
CTV (Vibe)
When the brand wants reach on TV screens in the US, measured like a sales campaign.
The Trade Desk and DV360
When you need reach beyond Google and precise targeting of chosen groups across many sites, apps and CTV.
Who calls me
Industries
Hot take
How I work
- 1
Measurement first
Without it, every later decision is a guess. Do conversions count correctly, without duplicates, with the right values and a working Consent Mode? Do the Google Ads numbers match the shop's revenue? How much of the result comes from brand and remarketing, and how much from new customers? Then budgets, bids and targeting, each setting checked three times, because one overlooked budget can cost thousands of dollars. And search terms and the product feed, where budget most often leaks quietly.
- 2
After the first week
A diagnosis of the account: the problems ranked from the most expensive down, plus the first quick fixes, such as repaired measurement, excluded search terms or corrected budgets.
- 3
After the first month
A tidy account structure, the first tests running (new campaigns, bid strategies or creative), a plan for the next months based on the account's data rather than a hunch, and a fixed reporting rhythm.
Tools
Google Ads and Google Ads Editor
Daily campaign work, and bulk changes on big accounts in Editor without the risk of a slip in the interface.
Google Ads Scripts
Automating repetitive tasks and reports straight from the account.
Google Merchant Center
Keeping the product feed in check, which Shopping and Performance Max results depend on.
GA4
Traffic quality and user behaviour outside the ads manager.
Google Tag Manager
Setting up and checking conversion tags and Consent Mode.
Looker Studio and Google Sheets
Dashboards and reports a client understands without instructions.
Haus
Incrementality tests: how much the ads really sell, and how much would have happened without them.
Triple Whale
An independent attribution source for e-commerce, to compare with Google Ads data.
Claude Code
Automating analyses and reports on Google Ads data.
Things I have built: a weekly report on video creative in app campaigns that pulls the data from Google Ads itself, scores every video, compares creators, formats and hooks, and keeps a memory of conclusions from previous weeks, used by the whole team on every project. A Google Ads script that tracks how acquisition cost matures, filling in a weekly sheet that used to be done by hand, with a second script checking the numbers against the account. And a weekly Google Ads report on Triple Whale data for an apparel brand: it checks the data, reads the account's change history and drafts the client report and the Google Ads part of the meeting agenda.
Lessons
The costliest mistake
$10,000 spent on a client's account. I took the account over and did not check the budget my predecessor had set carefully enough. Since then I check every setting three times before I launch anything.
Favourite metric
New customer acquisition cost. It shows what you really pay for growth, not for orders from people who would have come back anyway.
Most overrated
ROAS from the ads manager, because it also counts sales that would have happened without the ads.
Quick tip
Compare the revenue Google Ads claims in the ads manager with the shop's total revenue for the same period. If ad revenue grows in the panel while the shop stands still, the campaigns are most likely collecting orders that would have come anyway.
Off the clock
- After work I build LEGO, play computer games and do pilates.
- In the kitchen I mostly bake. I like testing new things and improving recipes.
- My quirk: I eat the raw dough before it goes into the oven.
FAQ
Is a high ROAS not a good thing?
Not always. A return of 15 or 20 to 1 usually means the ads are collecting orders from people who would have bought anyway. I check it with an incrementality test before suggesting more budget.
What do you check first on a new account?
Measurement: whether conversions count correctly, and whether Google Ads numbers match the shop's revenue. Then the brand and remarketing share, budgets, bids, targeting, search terms and the product feed.
What do I get after the first week?
A diagnosis of the account, with the problems ranked from the most expensive down, and the first quick fixes.
Which channels do you run?
Google Ads across Search, Shopping, Performance Max, YouTube, Display, Demand Gen and app campaigns. Also Microsoft Ads, ChatGPT Ads, CTV through Vibe, The Trade Desk and DV360.
Next step.
Bring the ROAS that looks too good to be true. Book a call with Klaudia.