Brand campaigns can run 10x more efficiently than non-brand. Average the two and the account looks healthy while your actual acquisition is underwater.
Illustrative split. The point isn't these numbers — it's that most accounts have never seen them separated.
Refunded in full if you don't find it useful.
A DTC supplement brand running 7 EU markets. I ran paid search on five of them and launched four from scratch.
Non-brand existed in exactly one market. The other four had zero spend, zero history, four languages, and no benchmark for what a normal CPC looked like. The account also carried roughly 9,000 negative keywords, layered in by different people over several years, and nobody could say what they blocked — so nobody knew which part of demand was even reaching the auction.
I moved the account off blended ROAS and onto non-brand MER, then launched Italy, Poland, Sweden and Germany.
| April to July | Before | After |
|---|---|---|
| Non-brand volume | baseline | 13.5x |
| Non-brand revenue | baseline | 9.5x |
| ROAS, the four new markets | — | 2.10 |
| ROAS, the mature market that month | — | 2.36 |
Four markets came within touching distance of the mature one in three months from a zero base, comfortably above the account's breakeven. Non-brand MER improved 7% while spend nearly tripled — at the stage where you normally trade efficiency for volume.
The first month of scaling did cost efficiency: ROAS fell from 3.0 to 1.9 before it recovered. That's the price of entering new markets, and I'd rather you hear it from me than find it in month one.
A document, not a call. Roughly 90 days of your account, read properly.
Every finding says what I found, what it costs, what to do, and how sure I am. Where the data can't tell us something, the report says so instead of guessing.
Two minutes in Google Ads, and you can revoke it whenever you like. If you'd rather not, I'll send you a list of CSV exports to pull instead.
Three to five working days. I run it through my own tooling, then read the findings myself — the analysis is automated, the conclusions aren't.
Plus a 30-minute call to go through it, if you want one. No obligation to work with me afterwards.
I'm Danil Sysenko, a growth engineer with a data science background. I ran Google Ads across five European markets for a DTC brand and launched four of them from zero. The background matters here mainly because I build my own analysis tooling instead of eyeballing the interface.
That's the difference you're paying for: most audits are someone clicking through your account for an afternoon. This one starts with a full export and a set of checks that run the same way every time — including the ones that catch problems the interface won't show you.
Good — this works as a second opinion. You'll get numbers you can put in front of them, not opinions about whether they're any good.
Read-only is easiest, and you control it. CSV exports work too if you'd rather not grant access at all.
The audit stands on its own and the plan is written so your current team can execute it. If you want me to run it instead, we can talk — but you're buying a document, not a foot in the door.
Below roughly €3,000 a month in spend there usually isn't enough data for this to pay for itself. Tell me your spend and I'll say so honestly before you pay.
Tell me and I'll refund it. No conditions attached.
€350, three to five working days, refunded if it isn't worth it.
If you'd rather someone just ran your campaigns, I take on a small number of accounts month to month. Start with the audit and we can talk about it after.
Book the auditOr email me first: danil@sysenko.com