Google Ads & Merchant Center Specialist

Stanislav Firsov

Independent PPC Strategist & Technical Consultant

I help eCommerce and lead generation businesses build, audit and scale Google Ads systems — from strategy and tracking to Merchant Center, feeds and performance optimization.

10+

Years in PPC

50+

Projects delivered

eCommerce

& Lead Generation

GA4 · GTM

Tracking & Analytics

View case studies Audit examples Contact me

Stanislav Firsov — Google Ads Specialist

Expert Profile

About

I work at the intersection of paid search strategy, analytics, tracking and technical account infrastructure. My focus is building systems that produce reliable, measurable results — not campaigns that burn spend without clarity.

What I do

I take on Google Ads projects from scratch and with existing accounts. Whether you're starting from zero or inheriting a broken account, I diagnose the current state before touching a campaign setting.

My work covers market analysis, account architecture, campaign launch, Merchant Center, product feed optimization, Performance Max structure, tracking validation and ongoing optimization.

Who I work with

eCommerce businesses running Shopping and Performance Max — from regional retailers to international expansions. Lead generation companies that need trackable, qualified pipeline from paid search.

I typically work with businesses in the USA, Canada, UK, EU and other Tier 1 markets where account quality and technical integrity are non-negotiable.

Early-stage projects

Market and competitor analysis. Keyword strategy. Account structure. Tracking setup from scratch. Feed configuration and Merchant Center onboarding. Campaign launch with clear success metrics.

Existing accounts

Full technical audit across campaigns, tracking, feed quality, conversion setup and account structure. I identify what's broken, what's underperforming and what's missing — then build a prioritized fix plan.

How I approach every engagement

Diagnose

Audit the current state of accounts, tracking, feeds and market position before recommending or changing anything.

Structure

Build a logical account architecture where campaigns, ad groups, bidding and targeting decisions are deliberate — not random.

Validate

Confirm that conversion tracking, GA4 integration, GTM setup and feed quality are accurate before allocating budget at scale.

Optimize

Systematic iteration on bids, creative, audience signals, feed attributes and landing page alignment — driven by clean data.

Scale

Expand to new markets, product lines and campaign types once the performance foundation is solid.

What I Do

Services

Engagements structured around specific business outcomes — not billable hours. Each service has defined deliverables.

Google Ads Strategy

Market and competitor analysis, keyword landscape mapping, budget allocation modeling, ROAS target setting and channel strategy.

For: New entrants, businesses scaling spend or entering new markets

Market audit Strategy doc Media plan

Google Ads Account Setup

Full account build: structure, targeting, creative, bidding strategy, conversion tracking, and launch checklist.

For: Companies starting paid search from zero

Account setup Campaign structure Tracking verified

Performance Max & Shopping

PMax architecture, asset group strategy, product feed alignment, audience signals and performance monitoring with Shopping campaign layering.

For: eCommerce businesses running or planning Shopping campaigns

PMax structure Asset groups Feed alignment

Merchant Center & Product Feed

GMC account setup, feed audit, attribute mapping, disapproval resolution, crawl and schema validation, GTIN coverage and feed monitoring.

For: eCommerce with feed issues, disapprovals or low impression share

Feed audit Disapprovals fixed Schema review

Lead Generation Campaigns

Search campaigns optimized for lead quality: keyword strategy, landing page alignment, form tracking, offline conversion import and lead scoring.

For: B2B and B2C businesses with sales teams or CRM pipelines

Search campaigns Lead tracking Offline conversions

eCommerce Growth Campaigns

Full-funnel Google Ads strategy across Search, Shopping, PMax and Display — coordinated with feed quality, landing pages and ROAS targets.

For: eCommerce businesses wanting to grow revenue efficiently

Full-funnel setup Revenue tracking ROAS reporting

GA4 / GTM / Conversion Tracking

GA4 configuration, GTM container setup, conversion action mapping, enhanced conversions, cross-domain tracking and event validation.

For: Businesses with tracking gaps, broken events or GA4 migration

GA4 setup GTM audit Event validation

Offline Conversion Tracking

Import CRM-based conversions into Google Ads via GCLID matching. Connect call tracking, form submissions and sales data for accurate ROAS reporting.

For: Lead gen businesses where revenue closes offline

GCLID matching CRM integration Call tracking

Technical PPC Audits

Systematic review of account structure, tracking accuracy, feed quality, landing pages, campaign configuration, bidding logic and spend efficiency.

For: Accounts with unclear performance, wasted spend or before scaling

Findings report Priority action plan Fix roadmap

Media Planning & Forecasting

Budget allocation across channels, seasonal adjustment, ROAS forecasting, market sizing and scenario modeling for quarterly planning.

For: Finance teams, founders and CMOs planning quarterly ad spend

Media plan ROAS forecast Scenario models

Reporting & Decision Dashboards

Looker Studio dashboards connected to GA4, Google Ads and BigQuery. Clear, decision-ready reporting — not vanity metrics.

For: Teams that need reliable weekly/monthly performance visibility

Looker Studio BigQuery KPI framework

Account Restructuring & Scaling

Rebuilding underperforming accounts: campaign consolidation, bid strategy migration, quality score recovery and scaling roadmap.

For: Accounts that have grown organically and lost structural clarity

Restructure plan Migration guide Performance baseline

Operating System

How I Work

A structured consulting workflow — not a funnel diagram. Every engagement follows the same sequence because order matters.

Phase 01

Business & Market Context

Understand the business model, margins, sales cycle, competitive landscape and what "good performance" actually means for this company.

Phase 02

Account, Tracking & Feed Audit

Full diagnostic: campaign structure, tracking accuracy, conversion integrity, feed quality, landing pages and crawl validation. No assumptions.

Phase 03

Strategy & Media Plan

Budget allocation, campaign type selection, ROAS targets, keyword strategy, seasonal model and a quarterly media plan with scenario ranges.

Phase 04

Campaign Structure

Build account architecture: campaigns, ad groups, bidding logic, targeting layers, creative frameworks and negative keyword strategy.

Phase 05

Tracking & Conversion Validation

Verify GA4, GTM, conversion actions, enhanced conversions and GCLID-based offline imports before spend begins.

Phase 06

Launch

Controlled launch with defined monitoring windows. Budget caps, quality checks, real-time anomaly detection and a go-live checklist.

Phase 07

Optimization

Systematic iteration: bids, creative, audience signals, feed attributes, negative lists and landing page alignment. Data-driven cadence.

Phase 08

Scaling & Reporting

Once the performance foundation is proven: expand to new markets, product lines or campaign types. Monthly decision-ready reporting.

Work Examples

Case Studies

Representative projects across eCommerce, lead generation, Merchant Center and tracking. Client names anonymized where requested.

eCommerce · Home & Garden

USA

Performance Max Launch — From Zero to Profitable Scale

New account, no historical data. Needed PMax structure, Shopping feed optimization and tracked revenue baseline before scaling budget.

✓ ROAS 340% in month 3 · $0 to $28k/month revenue

Performance Max Google Shopping GA4 GTM

Details on request →

Lead Generation · B2B SaaS

UK · EU

Tracking Cleanup & Offline Conversion Import

Conversion tracking was broken. GA4 receiving inflated event counts. No connection between Google Ads and CRM-qualified leads.

✓ Tracking accuracy restored · CPL reduced 38%

GA4 GTM Offline conversions CRM integration

Details on request →

eCommerce · Fashion

USA · Canada

International Market Expansion via Google Shopping

Brand expanding from EU to North America. Needed separate feed architecture for USD/CAD, market-specific bidding and performance baselines.

✓ US market live in 6 weeks · ROAS 210% in month 2

Shopping campaigns Merchant Center Feed localization Media planning

Details on request →

eCommerce · Electronics

Feed Optimization — 12,000 SKU Catalog

Large catalog with poor GTIN coverage, missing product_type, unoptimized titles and 40% of products not shown in Shopping.

✓ Impression share +67% · Conversion rate +24%

Feed optimization Merchant Center GTIN mapping Custom labels

Details on request →

Lead Generation · Legal Services

USA

Account Restructure — Quality Score & CPL Recovery

Agency-managed account with bloated structure, poor quality scores, no negative keyword discipline and CPL 3× target.

✓ CPL reduced 44% · Quality scores avg 7.2 → 8.8

Search campaigns Account restructure Negative keywords Conversion tracking

Details on request →

Technical Audits

Audit Portfolio

Examples of technical PPC audits are available as anonymized samples on request. Client-specific reports are not published publicly due to confidentiality agreements.

Google Ads · Merchant Center · Tracking

Anonymized Technical Audit Samples

Available on request

Typical audit scope

Google Ads account structure review

Merchant Center and product feed validation

GA4, GTM and conversion tracking review

Landing page, crawlability and schema checks

Prioritized action plan for fixes and scaling

Output format

Critical issues with evidence and screenshots

High-impact technical and tracking gaps

Medium-priority optimization opportunities

What my audits include

Technical audits are delivered as structured reports with navigation, screenshots, findings indexed by severity, evidence chains and a phased action plan. Sensitive client information is anonymized or shared privately only.

Documents & Deliverables

Work Samples

Examples of deliverables from real engagements. Sensitive client data anonymized. Available on request.

Media Plan

Q3 Google Ads Media Plan — eCommerce

Budget allocation across Shopping, PMax and Search. Monthly targets, ROAS scenarios and seasonal adjustments.

Anonymized

Work Plan

PPC Work Plan — Account Launch

Structured timeline for new account setup: tracking, feed, campaigns, and launch milestones with owner assignments.

Sample

Case Study

Performance Max Case — Resort & Hospitality

Raja Ampat dive resort. Competitive analysis, media plan and PPC strategy for international market expansion.

Anonymized

Campaign Structure

Shopping Campaign Architecture

Product group hierarchy, custom label taxonomy and bid segmentation for a 5,000 SKU eCommerce catalog.

On request

Reporting Template

Monthly PPC Performance Report

Looker Studio template: spend, ROAS, conversions, impression share and channel breakdown — decision-ready format.

Sample

Technical Stack

Tools & Platforms

The working stack I use across strategy, execution, tracking and reporting.

Paid Search

Google Ads

Performance Max

Google Shopping

Search & Display

Microsoft Ads

Merchant Center & Feeds

Google Merchant Center

Product feed management

Feed rules & supplemental feeds

GTIN & schema validation

Crawl & Cloudflare checks

Analytics & Tracking

GA4

Google Tag Manager

Enhanced Conversions

Offline Conversion Import

Microsoft Clarity

Reporting

Looker Studio

Google Sheets

BigQuery

Custom dashboards

eCommerce Platforms

Shopify

WooCommerce

PrestaShop

Custom eCommerce

Prom.ua / regional platforms

Integrations

CRM integrations

Call tracking systems

Cloudflare WAF

Schema.org / JSON-LD

Webservice APIs

Get in Touch

Contact

If you have a project that needs Google Ads strategy, a technical audit or a specific tracking problem — send a brief description and I'll respond within 24 hours.

Direct contact

Email advertsman.pro@gmail.com

Telegram @advertsman

WhatsApp +38 093 194 14 16

LinkedIn linkedin.com/in/advertsman

Start a conversation

I typically work with a small number of clients at a time to maintain quality. The most useful first message includes: your industry, current monthly ad spend, primary channel and the main problem you're trying to solve.

Send project details Request an audit

Stanislav Firsov · Advertsman · Google Ads & Merchant Center Specialist

advertsman.pro@gmail.com