Managing Google (paid & organic) is done by:
Google Ads and SEO for B2B SaaS — long cycles, sparse data, run by one operator.
For the marketing leader tired of being handed excuses, not improvements.
No account managers. No discovery workshops. No juniors learning on your budget. No pitch deck Tuesday and a different junior Wednesday. Welcome to the pitch.
Work I've done for
Plus 50+ others — FTSE 100 banks down to small family businesses.
WHAT I DO
Two services.
Run together.
Two services. Four optional channels. One operator running all of it.
Every engagement includes:
- One Looker Studio dashboard — your numbers, one page, exportable.
- One daily worklog — what I shipped, what I'm shipping next, what didn't work and why.
- Me in your account every working day. Three weeks off a year. I tell you when.
GOOGLE ADS · CORE
Paid that bids for closed deals, not form fills.
Most paid accounts I inherit carry 20–40% waste — in tracking, account structure, conversion data that doesn't reach Google, and lead scoring that treats every form fill as equal. That gets fixed first. Then we ship landing pages and A/B test them.
- Account rebuild — structure, match types, conversion tracking
- Offline conversion import + lead scoring back to Google
- Landing pages built, A/B tested, instrumented for the right event
- Search-term mining, negative keyword hygiene, and bid-strategy tuning — weekly
30k SEK / month. +7.5k per additional language.
How I workSEO · CORE
SEO targeting keywords that closed, not keywords that ranked.
Most SEO agencies optimize for rankings, because rankings are what they can show you. I optimize for the keywords your sales team closed against — because the paid side tells me which ones did. I also run a handful of my own properties as live experiments. AI overviews and ranking volatility aren't theoretical for me — I'm watching them on my own sites every week.
- Technical audit — crawl, index, rendering, Core Web Vitals
- Keyword work informed by closed-won data, not search volume alone
- Content briefs written for writers, not templates
- Programmatic pages at scale where the data supports it
30k SEK / month. +7.5k per additional language.
How I workPaid + SEO · Bundled
Both, run together.
Paid and SEO sharing a brain is where the work actually compounds. Paid tells me which keywords close. SEO targets those. The loop is the moat.
Each language gets its own keyword research, ad copy, landing pages, and tracking setup — they're not translations, they're separate problems.
52.5k SEK / month — 7.5k less than running them separately. Each additional language +5k (vs +7.5k standalone).
CHANNEL ADD-ONS
Four channels. On top of a core engagement.
Meta. LinkedIn. Reddit. X. Honest: I've run all four, Meta the most. But I'm not as good at any of them as I am at Google Ads. Which is why they're add-ons — they work best when the offline conversion pipeline from your core engagement is already in place.
12.5k SEK / month each. Available alongside any core engagement, not on their own.
THE PROOF
Numbers, not narratives.
Two engagements, picked because the numbers are verifiable and the story is boring. Ask for a walkthrough on a call.
910%
Lead growth
12 mo
Timeframe
−62%
CPA
910% more qualified leads
Inherited a sprawling account with overlapping campaigns and broken conversion tracking. Rebuilt the structure, rewrote the ads, shipped dedicated landing pages per campaign. 1,925 leads to 17,500+ in a year — with CPA down 62%.
+224%
Sales
4.8×
ROAS
+180%
Organic
224% more online sales
Fixed the product feed, cleaned up cannibalizing keywords, and rebuilt Shopping around high-intent queries. Organic and paid pulling the same direction for once.
HOW I WORK
What happens. When.
Four phases. The first month is predictable. Everything after is a function of what the audit surfaces.
01 · AUDIT · DAYS 1–5
See what's actually happening.
- Day 1: 20–30 min homework from you — sales funnel, CRM access, current channels, internal frustrations
- Days 1–3: Raw data pull — Google Ads, Search Console, GA4, CRM, ad platforms
- Day 4: Audit drafted — what's broken, what's working, what's missing
- Day 5: We review it together. Document, no slides.
You see almost nothing this first week. The work is reading, not shipping — which is the point.
02 · FOUNDATION · DAYS 5–30
Fix what's underneath before scaling anything.
- Conversion tracking rebuilt — events, parameters, GA4 → Ads import, offline conversion pipeline from your CRM
- Account structure cleaned — campaigns, match types, audiences, negative keyword hygiene
- Lead scoring routed back to Google Ads so it bids for the leads that close, not the leads that fill a form
- Looker Studio dashboard built and shared — you see everything I see
- Worklog opens — Google Doc, daily. What shipped, what's next, what didn't work
Numbers won't move during the foundation phase. Most of this work is unglamorous and invisible. It's also what months two and three depend on.
03 · RUN · MONTHS 2–3
New campaigns, new pages, real tests.
- First new landing pages live and instrumented (paid clients)
- First new campaign architecture live with proper bid strategies and offline signals feeding back
- First SEO content briefs shipped to writers; programmatic templates where the data supports it
- A/B tests built to actually conclude — not just to run
- Bi-weekly catch-up call (Tuesdays or Fridays only); everything else stays async
04 · COMPOUND · MONTH 3+
The work starts paying.
- Paid → SEO intelligence loop running — keywords closing deals in paid get prioritized in SEO
- Tests stack — winners ship, losers archived with reasons in the worklog
- Quarterly review — one document, no deck
- Channels expand into add-ons (Meta, LinkedIn, Reddit, X) if the unit economics hold
15
Years doing this
910%
Biggest lead lift delivered
50+
Accounts rebuilt
0
Account managers on staff
ABOUT
I'm Axel. I've been doing performance marketing for fifteen years, the last few under my own shingle.
Before going solo I ran paid and growth at venture-backed SaaS and large e-commerce teams. I saw where the money gets wasted — in the layers between the person holding the budget and the person touching the account.
“not a leading agency” is the cleanest version of what I do: one person, deep in the account, shipping. The name is a filter. If you need a PowerPoint, a pitch dinner, or a creative director to present the look-and-feel, we both know this isn't for you — and that's fine.
One person. On purpose.
No account team, no strategist, no junior you never meet. You get the operator. That's the whole product.
The site is the pitch.
If I couldn't convince you to book a call without a meeting, I couldn't convince your customers to buy without one either. This page is the sample work.
Honest about fit.
Wrong fit: you need a 40-person agency, daily slides, or someone to manage a 10-person marketing team. Right fit: you have a product that works and want the numbers to reflect it.
Paid by the problem.
Fixed scope, fixed price, fixed duration — whenever possible. I'd rather under-price and over-deliver than bill you for meetings.
RECEIPTS
I could quote a happy client.
Here's the P&L instead.
Anonymous testimonials prove nothing. Numbers do. Names and walkthroughs available on a first call, under NDA if needed.
17,500+
Leads delivered in one engagement
B2B SaaS, 2024 · verifiable on request
22.7M SEK
Paid spend currently under management
Active across SE, NO, DE, FI, NL
15 years
Same discipline, different accounts
FTSE 100 banks to family businesses
THE STACK
What I actually use
No proprietary “AI platform.” Just the tools your team will recognize — and the skill to squeeze more out of them.
Google Ads
PPCGoogle Analytics
AnalyticsMeta Ads Manager
PPCGoogle Search Console
SEOAhrefs
SEOScreaming Frog
SEOGoogle Tag Manager
TrackingHotjar
CROVWO
CROFigma
DesignLooker Studio
AnalyticsSEMrush
SEOBOOK A CALL
Thirty minutes.
No deck.
Tell me what you're working on, what you've tried, and where you think it's leaking. I'll pull your account beforehand so we skip the small-talk and get to numbers.
- Reply within 24 hours, usually same day.
- If I'm not the right fit, I'll say so — and often point to someone who is.
- No NDA needed to talk. Happy to sign one before you share anything sensitive.
STILL HERE?
You've read this far because the current setup isn't working.
Thirty minutes. I'll pull your account, name three things bleeding money, and tell you whether I'm the right person to fix them. If I'm not, I'll say so.
No deck. No discovery workshop. No six-month retainer lock-in.