- Ex-Google
- Worked on Nordstrom at Merkle
- 6+ years of expertise
Are your ads actually making you money?
Ads Manager can't answer that, because it never sees what your products cost. I run Google and Meta ads for e-commerce brands, and I start with your numbers, not your ad account.
Not ready to talk? Start with a freebie.
The 2026 Black Friday Ads Playbook: your break-even ROAS at your sale price, your spend rules, and a checklist for every week up to Cyber Monday. Free, in Notion.
Your money should go where it earns
More platforms means more places to waste money. So the first thing I decide with you is which two deserve it.
The core
Google Ads
Shoppers who are already searching for what you sell.
Meta Ads Facebook and Instagram
Shoppers who haven't found you yet, and the ones who looked and left.
Also run for clients
Microsoft Ads
Search ads on Bing and the Microsoft network. Worth testing for some stores, a distraction for others.
TikTok Ads
Video ads, for products that show well on camera.
Pinterest Ads
Shoppers who are browsing and saving ideas before they buy.
Snapchat Ads
Short, full-screen ads, mostly in front of a younger audience.
ChatGPT ads
New, so there is less data on it than on anything above. I'll tell you honestly whether it's worth a test budget for your store, or whether to wait.
My fee covers up to two channels at a time, chosen to fit your store.
A good ROAS can still lose you money
ROAS is the revenue Ads Manager credits to your ads, divided by what you spent on them. It doesn't know what your products cost, what the discount took, what shipping ate, or which of those sales would have happened without the ad.
An example: an $80 product that costs about $35 to make and ship
✓ A 2.0 clears it: about $13 profit for every $100 in ads
✕ The same 2.0 falls short: about $17 loss for every $100 in ads
Ads Manager shows a 2.0 in both. Only one of them made money.
Illustrative numbers, not a benchmark. They count only the product cost and the ad spend. Your margins will differ, which is why I ask for them.
That's the job. Find out what your ads actually add, then put the money where they do.
Five things you can hold me to
I start with your numbers.
Revenue, ad spend by platform, what your products cost, your discounts. I read them before I change anything in your ad account.
I report in plain English.
What made money, what didn't, and what we do next. You already have enough going on.
I'll tell you when to stop.
If ads aren't the answer for your store, you'll hear it from me first, even when it costs me the account.
I don't promise numbers.
Nobody controls what the platforms do next. I promise to do everything in my reach to grow your business.
You deal with me.
I run your ads myself, so the person on your call is the person in your ad account. For design, I bring in people who are better at it than I am.
What you've probably had, and what I do instead
| Often | With me |
|---|---|
| Ads judged by platform ROAS | Ads judged by what's left after product costs, discounts and shipping |
| Reports full of jargon | Plain English: what made money, what didn't, what's next |
| Spend keeps going when ads stop paying | You hear "stop" from me first |
| Every platform at once | The two that fit your store, and an honest read on the rest |
| Many agencies ask for a minimum term | 15 days' notice and we stop |
The first 90 days
Month 1: Foundations
I audit your accounts, your tracking and your site, rebuild campaigns where they need it, and fix the leaks between the click and the checkout.
Month 2: First tests
You see what the first tests tell us and what we change because of them.
Month 3: Results
The changes start showing up as performance you can check against your own numbers.
I don't promise numbers I can't control. I promise to do everything in my reach to grow your business, and to tell you if ads aren't the answer.
Hired four before me
"I have hired 4 people/companies in the past, and none of them compare to Paola's expertise, professionalism, and thoroughness."
Google Ads client, review on Upwork, January 2026
"She took the time to explain every step, offered insights I hadn't even considered, and executed everything with precision and integrity."
Google Ads client, review on Upwork
Paused Meta, kept $6,000 a month
On one store I worked on, better tracking showed in 45 days that the sales Meta was taking credit for would have happened anyway. We paused Meta, and the store kept the $6,000 a month it had been paying for them.
Hi, I'm Paola.
I'm an ex-Googler. I managed enterprise ad accounts at Dentsu/Merkle, and I've worked in performance marketing since 2020. Today I run Google and Meta ads for e-commerce brands in the US and Canada.
I believe in transparency, empathy and kindness, and I treat your ad budget like it's mine. If I see that ads aren't the answer for your store, I'll tell you, even when it costs me the account. I'd rather lose the account than lose my own credibility.
Is this a fit?
This works best if
- You sell online, in any category that's legal and honest.
- You're already spending real money on ads. If your budget is small, my fee won't make sense next to it, and I'll tell you so.
- You'll share every number with me, cost of goods included. I can't tell you whether your ads make money without them, and they stay between us.
It's not for
Stores that haven't made their first sales yet, restaurants and salons, or anyone who'd rather keep their margins to themselves.
Simple, and easy to leave
A flat monthly fee, which I share on your Profit Check once I've seen your numbers, plus your ad spend, which you pay to the platforms directly. Up to two channels.
No minimum term. Give me 15 days' notice and we stop.
I take on one new client this quarter.
Questions brands ask
Do you guarantee results?
No. Nobody controls what Google, Meta or your customers do next. What I do promise: I'll do everything in my reach to grow your business, show you the numbers in plain English, and tell you if ads aren't the answer.
How much do I need to spend on ads?
There's no hard minimum, but there is a fit rule: my fee has to make sense next to your ad spend. If it doesn't, I'll tell you so, and the application form is built to catch that before you book.
How much does it cost?
I share the fee on your Profit Check, once I've seen your numbers. It's a flat monthly fee, plus your ad spend, which you pay to the platforms directly. No minimum term, and 15 days' notice if you ever want to stop.
Why do you need my product costs?
Because Ads Manager can't see them, and without them nobody can tell you whether your ads make money. They stay between us.
Which platforms do you run?
Google and Meta are the core. I've also run Microsoft, TikTok, Pinterest, Snapchat and ChatGPT ads for clients. The retainer covers up to two channels at a time, and on the Profit Check I'll tell you which two I'd pick for your store, including when the answer is just one.
Am I locked in?
No minimum term. Give me 15 days' notice and we stop.
What happens on the Profit Check?
You answer a few questions first (about three minutes), then we talk for 30 minutes. Bring your last 30 to 90 days: revenue, ad spend by platform, product costs and discounts. You leave knowing whether your ads are making money and what I'd fix first, whether or not we work together. It's free.
Who will work on my account?
I will. I run the ads myself, so the person you talk to is the person in your ad account. For design work, I bring in specialists who are better at it than I am.
It's almost Black Friday. Is now a bad time?
Black Friday weekend is November 27 to 30. I'd rather you hear from me what to protect now and what to fix after, than change everything in the middle of your busiest month. A Profit Check now tells you which is which.
Find out what your ads are really earning you
A 30-minute call. Bring your last 30 to 90 days: revenue, ad spend by platform, product costs and discounts. You'll leave knowing whether your ads are making money and what I'd fix first, whether or not we work together.
I hold two Profit Checks a week. Every month your ads run on the dashboard's numbers is another month of spend you can't account for.
Book your Profit CheckThree minutes of questions first, so the call is worth your time. I read every answer myself.