Meta & Google Ads
Campaign setup, audiences, budget control and ongoing optimisation.
Case study · Performance marketing
Aquamentum
As Head of Digital Systems, Marketing & Sales at Aquamentum, I built the digital marketing and sales structure almost single-handedly within about three months. And I didn't just create ads – I looked at the whole path from first contact to purchase. And that's exactly where it got interesting.
01 Jan – 10 Jul 2026
Role: Head of Digital Systems
Channel: Meta / Google Ads
Verified metrics
What happened at the top of the funnel.
Real figures from the Meta Ads account (campaign „[RK] – SALES ABO“, cold traffic). No polished reporting — media-buying craft.
Reach
109,620
Ad spend
1,494 €
Link clicks
4,565
Link CTR
2.79 %
CPC
0.33 €
CPM
9.14 €
Conversion pixel & purchase events set up myself (Meta pixel).
Scope
What I built in ~3 months.
A two-person setup — I owned the digital side and delivered most of it myself.
Creatives
Ad visuals, hooks & copy — by hand and AI-assisted (photo/video).
Landing pages
Conversion-focused pages, tailored to the campaigns.
Affiliate / sales system
A dedicated partner area to make sales scalable.
Conversion tracking
Meta pixel & purchase events set up myself — the basis for any optimisation.
CRM architecture
Process/CRM structure for leads and workflows (AQ-CRM).
The real insight
The funnel — strong at the top, broken at the bottom.
The top of the funnel worked: with around €1,494 in ad spend, the campaigns achieved 109,620 reach, 4,565 link clicks, a link CTR of 2.79% and a CPC of €0.33. I had set up the conversion pixel myself so we could measure not just reach, but behaviour.
After the click, however, the funnel collapsed. Despite the strong traffic, there were barely any purchases. So the honest conclusion wasn't to sell the ads as a success, but to investigate why interest didn't turn into trust, and trust didn't turn into a purchase.
My diagnosis: the product came across as too interchangeable, too expensive relative to its perceived value, and — as a young brand — barely reassuring. It lacked a credible Google presence, independent proof and real customer voices. So I proposed water tests and systematically built social proof – measures that management chose not to implement.
For me it was still a valuable insight: good CTRs and cheap clicks aren't business success if the rest of the funnel doesn't hold. For interface design that means: I think from the people who actually use an interface – not just from the pretty screen. That's exactly the mindset I bring.