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Paid campaigns.
Measured, not guessed.

Kenan Kovačević Senior performance marketing and SEO consultant.

I connect the dots between data, technology and marketing to help businesses perform better online.

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Numbers from real accounts

Most client names stay under NDA. Three clients agreed to be named, and each of their cards opens a full case study. Each figure comes from an account I managed, restructured or audited, alone or with an agency team. Ask me about any of them.

  1. −82%

    cost per conversion, CHF 107 to CHF 19.68

    Conversions, same 8-week window

    Before
    1×
    After
    3.8×

    Thermoelectric temperature controllers sold to R&D labs and OEM engineers.

  2. −79%

    internal URLs returning a 404 error, 14 to 3

    Pages with a link that has no text, of 13

    Before
    13
    After
    1

    New apartments in Sremska Mitrovica, each with a 3D view. Read the case study: Sirmium Garden

  3. 327

    contact enquiries from EUR 1,873 of spend, both markets together

    Cost per enquiry

    Average, both markets
    EUR 5.73
    Best market
    EUR 4.60

    Holiday and investment property for Balkan and diaspora buyers.

  4. 100

    Lighthouse SEO score, up from 40

    Lighthouse SEO score, out of 100

    Before
    40
    After
    100

    EU policy monitoring and crisis preparation. Read the case study: Skyward Brussels

  5. 36

    conversions for EUR 45 of spend

    Costs

    Cost per click
    EUR 0.02
    Cost per conversion
    EUR 1.25

    Geofenced campaign around a trade-show venue for a B2B exhibitor.

  6. A+

    SEOptimer on-page SEO grade, up from A

    Images with alt text, of 5

    Before
    2
    After
    5

    Crisis communication and reputation management in Brussels. Read the case study: Raincoat Communications

  7. +39.5%

    more leads, after a full digital system

    Increase, in %

    Leads
    +39.5%
    LinkedIn followers
    +69.5%

    Optical crystals, coatings and precision optics. Orders rose 25% in four months.

  8. 4×

    LinkedIn click-through rate against the platform benchmark

    LinkedIn click-through rate

    Benchmark
    1×
    This account
    4×

    Balanced detectors and lab instruments for photonics researchers.

  9. EUR 0.11

    cost per click, 80% below the benchmark

    Cost per click

    Benchmark
    EUR 0.55
    This campaign
    EUR 0.11

    Corporate sustainability report aimed at EU policymakers and press.

  10. 15,000+

    applications to a pan-European programme

    Programme totals

    Countries reached
    39
    Editions
    6

    Digital leadership for young women, run by an NGO. Delivered with the agency team.

  11. −22%

    cost per conversion, an early read 12 days after restructuring

    Conversions

    Before
    3
    After
    6

    Still in the learning phase: six conversions is a small sample.

Sirmium Garden · RS

Sirmium Garden is a complex of new apartments in Sremska Mitrovica, Serbia. Its site gives each of the 171 apartments a page of its own, with the floor plan, floor area and a 3D view.

Technical SEO audit and fixes for sirmiumgarden.rs (opens in a new tab), measured in September and October 2026 with the same tools on the same pages.

I worked on what search engines read first: page titles and descriptions, headings, internal links, structured data and visibility in AI search. Every change went into the existing site, and the design stayed as it was.

A+
on-page SEO grade, SEOptimerwas B+
3
internal URLs returning a 404 error, Screaming Frogwas 14
171
apartment pages with a meta descriptionwas none
3/3
AI agent browsing score, PageSpeed Insightswas 1/2

Before and after

Pages or URLs affected in the 13-page crawl

Internal URLs returning a 404 error

September
14
October
3

Pages with a link that has no text

September
13
October
1

Pages without a meta description

September
7
October
2

Pages with a title under 30 characters

September
5
October
0

Pages with more than one H1

September
5
October
3

Pages without an H1

September
4
October
2
Tool scores, out of 100

SEO Site Checkup, common SEO elements

September
66
October
79

PageSpeed Insights accessibility, mobile

September
93
October
96

PageSpeed Insights accessibility, desktop

September
89
October
93

What I changed

  1. Internal links

    Problem
    Broken Google Tag Manager code on every page pointed to non-existent addresses such as /faq/ns, so search engines hit 404 errors.
    Change
    I repaired the code to point at Google’s official address; visits and conversions are tracked as before.
    Result
    Internal URLs returning a 404 error fell from 14 to 3.

  2. Page titles

    Problem
    Google showed the home page as “Sirmium Garden % %”: 18 characters, two stray % signs and nothing people search for.
    Change
    I fixed the setting that caused it and rewrote five main titles around what people search for, such as new apartments in Sremska Mitrovica.
    Result
    Titles under 30 characters fell from 5 to 0; the home page now reads “Novi stanovi u Sremskoj Mitrovici - Sirmium Garden”, 50 characters, rated optimal by two tools.

  3. Meta descriptions

    Problem
    Seven of 13 pages had no meta description, so Google picked its own snippet, the text that affects how many people click.
    Change
    I wrote five missing descriptions and rewrote the location page’s description to name the nearby school, health centre, kindergarten and town centre.
    Result
    Pages with a meta description rose from 6 to 11 of 13; the other two are English and Russian pages awaiting translation.

  4. Headings

    Problem
    Five pages had more than one H1, the home page and FAQ three each, and four had none, which blurs what a page is about.
    Change
    I cut the home page and FAQ to one H1 each, gave two legal pages an H1 and demoted the footer headings.
    Result
    Pages without an H1 fell from 4 to 2, and pages with more than one from 5 to 3; the home page went from 12 H2s to 8.

  5. Alt text and link names

    Problem
    On all 13 pages the logo had no alt text, so search engines and screen readers met a link with no name.
    Change
    I gave the logo the alt text “Sirmium Garden” and wrote descriptive alt text of the right length for the About page images.
    Result
    Pages with a link that has no text fell from 13 to 1, and images without alt text from 3 to 1.

  6. Apartment pages

    Problem
    The 171 apartment pages had basic titles without the location and no meta descriptions, though each could appear in local apartment searches.
    Change
    I set up one template: each apartment gets its name and Sremska Mitrovica in the title, and a description offering a consultation.
    Result
    Apartment pages with a meta description: none to all 171, each with the location in its title.

  7. Indexing and sitemap

    Problem
    A tag archive with no content of its own was open to indexing and listed in the sitemap.
    Change
    I closed the archive to indexing and removed it from the sitemap.
    Result
    The sitemap now lists only pages and apartments, in 2 parts instead of 3.

  8. Structured data and AI search

    Problem
    Search engines could not read the address or phone directly, the structured data did not list the social profiles, and there was no llms.txt for AI search.
    Change
    I added RealEstateAgent schema for the sales office with address, phone and social profiles, and published an llms.txt overview for AI search.
    Result
    The AI agent browsing score in PageSpeed Insights rose from 1/2 to 3/3 on mobile and desktop; SEOptimer confirms the local structured data and llms.txt.

Screaming Frog crawled the 13 HTML pages; PageSpeed Insights, SEOptimer and SEO Site Checkup gave the scores. The 171 apartment pages share one template, and the English and Russian home pages were left out of this round of changes, pending translation.

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Skyward Brussels · BE

Skyward Brussels offers EU policy monitoring and crisis preparation. Its website is a single page, kept minimal by design.

Technical SEO audit and fixes for skyward.brussels (opens in a new tab) in April 2026: audited in early April, then checked again with the same tools once the work was done.

The site loaded fast, but a noindex and nofollow directive kept it out of Google’s results entirely. I removed it first, because nothing else counts until Google can index the page. Then I rewrote the title, added the missing meta description, canonical tag, robots.txt and alt text, and set up Search Console and Google Analytics 4.

100
Lighthouse SEO score, out of 100was 40
A+
on-page SEO grade, SEOptimerwas D+
B
overall grade, SEOptimerwas D+
145
characters in the new meta descriptionwas missing

Before and after

Lighthouse SEO score, out of 100

Home page

Before
40
After
100
SEOptimer grades
AreaBeforeAfter
Page speedA+A+
On-page SEOD+A+
Overall gradeD+B

What the audit found, and what I changed

WhatBeforeAfter
Google indexingBlocked by a noindex and nofollow directiveOpen to Google, indexing verified
Title tag“Skyward Brussels”, 16 characters, no keyword“EU Policy Monitoring & Crisis Preparation | Skyward Brussels”
Meta descriptionMissing145 characters, written around the keywords
Canonical tagMissingPresent and valid
robots.txtNot foundValid, confirmed by Lighthouse
Image alt textMissingOn every image
Link textInternal links without textEvery link says where it goes
Search Console and sitemapNot set upSite verified, sitemap submitted, indexing requested
Google Analytics 4Not installedConnected and configured

Lighthouse and SEOptimer checked the site’s one page. The scores rate technical health and on-page SEO; they do not measure rankings or traffic. Links from other websites were not part of this work.

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Raincoat Communications · BE

Raincoat Communications is a Brussels firm that plans crisis communication and manages reputations for organisations in the EU bubble. Its site has two pages: the home page and the terms of use.

On-page and technical SEO for raincoatcommunications.com (opens in a new tab) in May 2026: audited in early May, then checked again once the work was done. Lighthouse ran on 16 May.

The site already scored 100 for SEO in Lighthouse, but SEOptimer and Screaming Frog still found work to do. The home page’s main heading (H1) read “Contact us” and sat at the bottom of the page. The title named no service. Three of five images had no alt text, and both pages had the same H2. I fixed each of them on the live site, and the Lighthouse score stayed at 100.

A+
on-page SEO grade, SEOptimerwas A
5 of 5
images with alt textwas 2 of 5
990
words of text Google can indexwas 744
100
Lighthouse SEO score, out of 100held at 100

Before and after

Images and pages that pass each check

Images with alt text

Before
2 of 5
After
5 of 5

Pages with an H1

Before
1 of 2
After
2 of 2

Pages with a meta description

Before
1 of 2
After
2 of 2

Pages where every link has text

Before
0 of 2
After
2 of 2
Home page title and description, in characters

Title

Before
30
After
55

Meta description

Before
97
After
142

Both are now within the range SEOptimer rates as optimal.

What the audit found, and what I changed

WhatBeforeAfter
Home page H1“Contact us”, at the bottom of the pageA heading with the keyword phrase, at the top
Title tag“Raincoat Communications • Home”, 30 characters, no keyword“Crisis Communication Brussels | Raincoat Communications”, 55 characters
Meta description97 characters, few keywords142 characters, written around the keywords
Terms of use pageNo H1 and no meta descriptionAn H1, “Terms of Use”, and a short description
H2 headings“Raincoat” on both pagesUnique, descriptive H2s on each page
Image alt textMissing on 3 of 5 imagesAll 5 images described
Page text744 words990 words, more for Google to read
Link textLinks without text on both pagesEvery internal link says where it goes
Google Analytics 4InstalledConfigured with all tracking settings

Lighthouse and SEOptimer measured the site before and after the work, and Screaming Frog flagged the missing H1 on the terms page. The scores rate on-page and technical health; they do not measure rankings or traffic.

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How I read an account

One in-house Google Ads account

Problem
Money was going out, no real conversions were coming in, and auto-apply was on.
What I checked
20 points across tracking, settings and campaign structure.
What I found
12 failed. One explained most of the rest: conversions counted in the wrong place. Auto-apply handed budget decisions to Google, and one campaign ran everything, with no control over where the money went.
The order
Fix the count first. Then switch off auto-apply and give each goal its own campaign and budget. Spend comes last.
Why it mattered
Bidding learns from the conversion count. While it was wrong, any split or budget change would only have repeated the error.
See the audit chart

Sound familiar?

  • Your reports are full of clicks, and you can’t tell what brings money back
  • Your tracking broke somewhere between the cookie banner and GA4
  • Every pitch promises more leads, and nobody shows you the numbers

All three are fixable. Every fix starts with measurement.

Why work with me

You work directly with a senior consultant. The person you talk to is the person who does the work.

  • Consultant to The Right Street since 2022 and to Digital Alley since 2024, now as Senior Consultant, with an award from each
  • Technical B2B: four of the eleven accounts above are in photonics, lasers or precision electronics
150+
campaigns launched and optimised
25+
certifications, 13 you can check
Full story, awards and experience

How we can work together

One of these six, or none. The free review will tell you.

Google Ads

I rebuild campaigns around searches that convert, cut the rest and optimise for cost per lead every week.

LinkedIn Ads

Your contact list becomes the audience, or I target by role, seniority, industry and company size.

Meta Ads

Campaigns with one job: enquiries. Audiences from your own data, creative tested until one wins.

Analytics & tracking

Conversions that still count after the cookie banner: GA4, Tag Manager, Consent Mode v2. Reports a non-marketer can read.

Technical SEO

I audit speed, indexing, structured data and redirects, then ship the fixes myself, biggest impact first.

See every service in detail

Chances are, your industry is on this list

  • Technology & SaaS
  • Photonics & lasers
  • Manufacturing & engineering
  • Travel & tourism
  • Hospitality
  • Restaurants
  • Professional services
  • NGOs & associations
  • Real estate
  • Retail & e-commerce
  • EU policy & public affairs
  • Events & venues

Different industries, one question: what brings customers back? Your name stays private unless you want it on this site.

Questions people ask first

How does it start?

You send your website or ad account. I send back three concrete things worth changing, in writing, free. Scope and price follow only if it suits both sides.

Who is this for?

B2B and B2C companies, local or international. Remote, in English, Bosnian, Croatian or Serbian.

What does it cost?

Audits and tracking setups are priced per project, campaign management monthly. The quote follows the free review. No long contract before you see value.

How soon do results show?

Tracking fixes take days; wasted spend usually stops within two weeks. Performance needs six to eight weeks of clean data in most B2B accounts.

See a good fit?
Say hello.

Send your website or ad account. I send back three concrete things worth changing, in writing, free, no obligation.

I reply within one working day. No mailing list, ever - see the privacy notice.

Rather look me up first? Find me on LinkedIn (opens in a new tab).