Google ecosystem.
The backbone of my career. Search that captures demand, Shopping that shows the product, signal-driven Performance Max, and the Analytics + Tag Manager pair that measures it all. I build Google's properties as one connected system: a properly tagged site, a clean feed, correct conversion actions and a Looker Studio dashboard that reads them.
Google AdsSearch · Shopping · PMax · Display · Video · Demand Gen
Google's advertising platform. Shows ads in search results, on YouTube, Gmail, Discover and millions of partner sites. Bidding strategies (tCPA, tROAS, max conversions) run on machine learning; their quality depends on the signal you feed them.
- Account architecture: brand/generic, country and product-group split
- Search + PMax + Shopping mix; negative lists and search-term discipline
- Bid strategy selection and learning-period management
Google Analytics 4Event-based analytics
The analytics platform that measures web and app behaviour as events. User- and event-centric rather than session-based; offers exploration reports, funnel and path analysis, BigQuery export. The raw material for ad optimisation is produced here.
- Event and parameter plan; e-commerce events (view_item → purchase)
- Conversion definitions and export to Google Ads
- Audiences: cart abandoners, high-intent visitors, loyal customers
Google Tag ManagerTag management
The tool that manages every tracking code on the site (GA4, Ads, Meta, LinkedIn…) from a single container. Lets you add tags without a developer and capture events with triggers and variables; tested in preview mode.
- Container template: ready-made set for e-commerce and lead scenarios
- dataLayer design, trigger hygiene, version notes
- Server-side tagging and consent management
Search ConsoleOrganic visibility
The free tool that shows how Google sees the site: queries, clicks/impressions, average position, index status, Core Web Vitals and manual actions. SEO's source data.
- Query–page match analysis; cannibalisation detection
- Tracking indexing and crawl issues
- Reading together with paid data for keyword overlap
Merchant CenterProduct feed · Shopping
Where product data (title, price, stock, shipping, GTIN) is sent to Google. The quality of Shopping and PMax campaigns depends on the feed here; country feeds, price and shipping rules are defined here.
- Country feeds, currency and shipping rules
- Title/attribute optimisation, tracking disapproved products
- Promotion and price-drop annotations
Business ProfileLocal business listing
The business card in Google Maps and search results. Local visibility, reviews, opening hours, product/service lists and posts are managed here; the heart of local SEO.
- Category, service and description optimisation
- Review management and posting cadence
- Search/maps visibility and search–directions–call reports
Looker StudioReporting & dashboards
Google's free visualisation tool. Combines GA4, Ads, Search Console, Sheets and BigQuery in one dashboard. The most practical way to give a client or management a live dashboard instead of a weekly report.
- Channel-level ROAS/CPA dashboards; country and product-group breakdown
- Combined paid + organic visibility report
- Scheduled emails and date comparisons
YouTube AdsVideo · Demand Gen
Video ads managed within Google Ads: skippable/non-skippable in-stream, Shorts, Demand Gen. Used across the funnel from awareness to remarketing; viewer signals feed search and PMax.
- Remarketing with video-view audiences
- Demand Gen setups with product feed
- Creative length and first-5-seconds tests
Keyword Planner · TrendsDemand research
Google's tools for keyword volume, competition and seasonality. When entering a new market or category, the first data for budget and season planning comes from here.
- Country-level volume and seasonality curves
- Paid/organic keyword map
- Budget calendar aligned to demand peaks
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