01
ROAS is a vanity metric.
Contribution margin is the only real scoreboard. Most accounts I see optimize toward a number that has nothing to do with whether the business makes money this quarter.
that's me. hi.Google Partner since 2018
Hi · I'm the whole company
Stefan Andrasek, Google Ads specialist for eCommerce
No team. No agency. No "we" on calls. 8+ years on Google Ads, the last five exclusively in DTC eCommerce. Named after a basketball nickname. The irony is intentional, there is no Steph. There's just Stefan. Which is the point.
You'll always work with the person whose name is on the door.
€13M+ ad spend managedGoogle Partner since 20188+ years on Google Ads
How I work · plainly
Five things I actually believe about running Google Ads.
02
Branded search is theft.
When mixed in with non-brand performance, branded interception flatters every dashboard and hides the real cost of acquisition. Separate. Always.
03
Smart Bidding obeys signals, not goals.
If you tell Google to find revenue, it finds revenue including the revenue that costs you money. Feed it margin and the customers it finds change.
04
Meetings are evidence of failure.
A weekly status call is what you do when you don't trust the operator. A decision log is what you do when you do. I'd rather earn the second.
05
The right answer is sometimes "do nothing."
Some accounts I look at don't need me. I tell those founders to keep their money. It's the easiest sentence in the world to say. I don't know why more people don't.
The path here
How I got this opinionated.
- 2016
Started in digital marketing.
Before Google Ads became the whole job.
- 2018
Google Ads full time. Google Partner certified.
Search, Shopping, Display. Since then it's been one channel, done properly.
- Today
€13M+ in ad spend managed.
Still no employees. Still doing the work. Taking 1-2 new clients this quarter.
A few small things, since you're here
Things that aren't on LinkedIn.
Based
Serbia. Mostly.
EU hours. Some US East coast overlap. I keep meetings before 4pm local.
Certified
Google Partner since 2018.
Search, Shopping, Display, Apps, Video. (Yes, even the ones nobody runs anymore.)
Also
I don't tweet.
No "thread on PMax". What I learn from real accounts goes into the blog.
Won't
Run Meta or TikTok.
Different specialty. Different reflexes. I'd be mediocre at it and you'd pay full price.
Will
Refer you out.
If we're not a fit, I keep a short list of operators I trust.
How I work
One account at a time, cut to fit.
No templates copied between clients. Every account gets structured around its own margins, its own catalogue and its own numbers.
Real accounts · NDA
The work, in numbers.
Anonymized under NDA.
DTC eCommerce brand, feed & Merchant Center recovery.
€873Krevenue tracked
4.32×blended ROAS
€202K in spend, feed-first fix, not a bidding trick.
DTC eCommerce brand, previously stagnant account.
2.37× → 6.11×ROAS
$12.6K → $9.2Kmonthly spend, reduced
Spend went down. Return went up.
If you've read this far, you're either bored, procrastinating, or genuinely trying to figure out whether I'm the person to talk to.
If it's the third one, book the audit. It's free. I'll spend 30 minutes telling you the truth about your account. You'll spend 30 minutes deciding whether the truth is useful.
If it's not, we both go back to our days a little wiser. That's the worst case.
Book the audit
30 min, free. I reply within 24h, promise.