Let’s Turn Search Engine Marketing into One of Your Top 3 Most Efficient Channels in 3–6 Months

Once PMF is validated, SEM becomes an Incremental Engine on Top of Your Organic, PLG and SEO traction. I'm a Certified Optimizer Helping SaaS & Startups Integrate and Scale Paid Search Efficiently since 2012.

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What other people say

“We worked with Goran to drive performance marketing, in particular SEM. Goran was an excellent partner. He has deep technical expertise and was thoughtful and deliberate in helping us design and execute acquisition strategies. We were able to significantly reduce CAC and scale up acquisition volume. I would highly recommend working with Goran for performance marketing.”
Thorben Scheidegger, Co-founder, Baselane

"Goran helped us to decrease CPA by 3.57x in 4 months. He was also always available to answer any questions we had, and actively provided suggestions for how to improve our ad tech stack. I would highly recommend working with him"
Carter Grieve, Head of Growth, NorthOne

"We have worked on two projects with Goran and his skill, work ethic, and communication skills are among the best we have come across on Upwork. A real expert in CRO and a great person to work with."
Stavros Kalokairinos, Managing Director, Web 8 Innovations

“We've decreased our cost per lead by 5.8x in 6 months - without lowering the lead quality. Goran was a very data oriented analytical decision maker and even made suggestions to improve our business beyond what we had scoped him out for. Well done!”
Emrah Kovacoglu, owner, ChoiceCoders

“Goran is very well-versed in SEO and Google products. His knowledge allowed SUMO to achieve positive organic ranking and his Ads expertise helped to assert the efficacy of PPC campaigns.”
Christina M. Reyes
VP of Marketing, SUMO Scheduler

“GREAT WORK”
Sam Benihya
Chief Technology Officer; Automai

“Goran managed our Google campaigns after we' acquired Exportfeed.com. It's results gave us a kickstart with an uplift in conversion of 20%. Highly recommendable and friendly person to work with”
Haico Duisters
Managing Director; Proshore

“Great work by Goran, always available for questions and does his best to achieve results”
Prince Appah
Head of Marketing & Sales Ops; Veeqo

“Very professional - prompt & over delivered.”
Dr. Albert Snow
The Natural Gastro Solution

Performance Marketing & paid search

1. "We've tried SEM few times but didn't work."

It usually comes down to:
- vague positioning (emulating mature incumbents);
- no clear standardized decision-making (HIPPO syndrome, biases, siloing, loudest voice wins);
- confusing experimentation with scaling (PMF not validated);
- broken workflows/pipelines;
- one-size-fits-all (tech vs non-tech users);
- using VCs/investors pitch to attract users;
- copying competitor strategies without required resources;
- ignoring Google Ads algorithm (data thresholds, "learning mode" triggers);
- siloed SEO/SEM teams;
- thinking +30% budget = +30% results
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Treat SEM as an amplifier, not a fixer. First validate your growth stage, and use Google Ads accordingly.

Let's make it work :)

performance marketing & paid search

2. Establish the Baseline

Usually, to properly train the Google Ads algorithm, you’ll start at TOFU.
At least 15 conversions/leads per campaign per month — the more the better.
The lead volume, i.e. traction for specific segment/ICP/use case, determines the learning curve. - it usually takes 3-6 months.
If budget is tight, prioritize your highest-impact segment first.
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P.S. Use this Paid Search Acquisition calculator to estimate your TOFU/BOFU potential - Google Ads is not like your weekly sprint - You’re unlikely to learn much unless you’re generating dozens of leads each week.

Performance Marketing & paid search

3. Scale!

You’re ready to scale Google Ads when lead volume and CAC stabilize within ±15% month-over-month — whether TOFU or in the best case BOFU.
You can scale either vertically within your current use case or segment, or horizontally by expanding into new ones—depending on your growth stage, budget and business goals.
It typically takes a five-figure budget to build real momentum and fully capitalize on Google Ads.

Let's make it work :)

Frequently Asked Questions

What is the most important before starting with Google Ads?

The most important thing is aligning your Paid Search or Google Ads objectives with your current growth stagMarketing, including Google Ads, acts as an amplifier. It amplifies not only your strengths but also your weaknesses—such as poor product-market fit, unclear ICPs or use cases, inefficient workflows, unstable conversion rates, or high churn.Traction alone doesn't indicate scalability. Even $1M in ARR isn’t necessarily a signal to scale if it’s fragmented across multiple segments with inconsistent engagement and high churn.‍

How to estimate TOFU/BOFU acquisition potential, efficiency, and CAC with Paid Search?

Use this simple Paid Search Acquisition Calculator (TOFU/BOFU) for SaaS or Startup. Easily estimate TOFU/BOFU acquisition potential, efficiency, and CAC.

What does it cost and what do I get?

Pricing scales with your business size and project complexity. Use this Pricing Calculator to quickly estimate your monthly Google Ads investment - factoring in minimal retainer, number of segments/ICPs/use cases, and ad spend.