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Paid media, accounted for

Find your problem below. Under each: what I do about it and, where I have one, a number from a real account.

Reach the people who buy

Getting seen

Google Ads

You’re paying for clicks from people who won’t buy.

I rebuild campaigns around what buyers type, cut the wasted searches and move budget to what converts.

Laser components · UK - 12 days after restructuring

Conversions

Before
3
After
6

Results the account counts, such as an enquiry. Twice as many after the restructure: 3 became 6.

Cost per conversion

Before
EUR 286
After
EUR 222

What one result cost in ad spend. Lower is better: EUR 286 became EUR 222, 22% less.

Conversion rate

Before
2.24%
After
2.76%

The share of clicks that became a result. Higher is better: 2.24% became 2.76%.

Each measure on its own axis. Bars start at zero; the result is the highlighted bar.

Meta Ads (Facebook & Instagram)

Boosted posts bring likes but no customers.

I run campaigns from first view to enquiry, aimed at audiences built from your own data.

Real estate · TR / AE
327
enquiries from EUR 1,873 spend, both markets together
EUR 5.73
average cost per enquiry; EUR 4.60 in the best market

LinkedIn Ads

You sell to businesses, but your ads miss the people who decide.

I target them by role and company, or upload your own contact list.

Deep-tech B2B campaign vs platform benchmark

Click-through rate

Platform benchmark
0.5%
This campaign
2.0%

The share of people who saw the ad and clicked it. This campaign’s was four times the platform benchmark.

See which ads pay off

Knowing what works

Conversion tracking

You can’t see which ads bring customers.

I set up tracking for forms, calls and sign-ups, so you and the ad platforms can.

Account before and after a tracking rebuild

Tracked conversions

Before
0
After
31

Results the account could see and count after the rebuild: forms, calls and sign-ups.

This is better measurement. The 31 may include enquiries that were arriving before, uncounted.

8,851
Junk placements removed. Wasteful mobile apps cut from one account in a single audit.

Google Analytics 4 & Tag Manager

Analytics is installed, but nobody trusts the numbers.

I make it answer two questions: where your best visitors come from and which pages turn them into customers.

Clear reporting

Your reports are a wall of numbers. You wanted an answer.

Every month I send one: what changed, what it cost, what it brought back and what happens next.

Google traffic without paying per click

Being found for free

Technical SEO

Your site looks fine, but barely shows up on Google.

I fix what holds it back underneath: slow loading, pages Google can’t read, broken links, missing setup.

Skyward Brussels · BE - Lighthouse SEO score, before and after

Lighthouse SEO score

Before
40
After
100

Google’s own technical check, out of 100: can search engines read and index the page.

Score out of 100. Bars start at zero. It measures technical health; it says nothing about rankings.

SEO audit

You’ve been told your site “needs SEO”, but not where to start.

I check it and list what hurts rankings, most important first.

Skyward Brussels · BE - SEOptimer audit, before and after
AreaBeforeAfter
Page speedHow fast the pages load. Already excellent.A+A+
On-page SEOThe titles, headings and text that tell Google what each page is about.D+A+
Overall gradeSEOptimer’s grade for the whole site. It also weighs links from other websites, which were not part of this work.D+B

The site was fast, and invisible. Of everything the audit found, a single noindex directive was keeping the whole site out of Google. Everything else would have been wasted effort until that came off first.

Read the case study: Skyward Brussels

SEO fixes, not just advice

You’ve paid for an SEO report before, and nobody acted on it.

I make the fixes myself, live on your site.

Raincoat Communications · BE - what the audit found, what shipped
WhatFoundFixed
H1 headingThe main title on the page itself, which tells visitors and Google what it is about.“Contact us”, at the bottomThe keyword phrase, at the top
Title tagThe headline Google shows for the page in its results.30 characters, no keyword55 characters, keyword first
Meta descriptionThe two lines of text under that headline, written to earn the click.97 characters, few keywords142 characters, within the optimal range
Image alt textA short description of each image, for Google and for people using a screen reader.Missing on 3 of 5 imagesAll 5 images described

Lighthouse already gave the site 100 for SEO. These fixes go further than that score: what the pages say, and where.

Read the case study: Raincoat Communications

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.

Want to know what is holding your site back?

Get your free reviewBack to the SEO services

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.

Want to know what is holding your site back?

Get your free reviewBack to the SEO services

Senior advice without hiring an agency

Getting a second opinion

Free account review

You suspect your ad budget leaks, but can’t see where.

I send three concrete things worth changing, in writing. Free, no obligation.

PPC consulting

You want your in-house account checked before more budget goes in.

I review it and tell your team what to change, in order.

20-point audit of one in-house Google Ads account

Result of each check

Failed
12
Needed work
4
Passed
4

Failed: the check found a problem. Needed work: set up, but not well enough. Passed: nothing to change.

The first failure explained most of the rest. Conversions were counted in the wrong place, so cost per lead, attribution and automated bidding were all optimising towards a number that wasn’t real. Auto-apply was on, handing budget decisions to Google by default.

Checks out of 20. Bars start at zero.

Marketing strategy

You’re not sure which channels deserve your budget.

I set out where to spend, what to measure, and how ads, tracking and SEO work together.

Photonics · EU - full digital system
+39.5%
leads
+69.5%
LinkedIn followers
+25%
orders in 4 months

One-to-one mentoring

You want to run your own campaigns without depending on anyone.

I coach you on your real Google, Meta or LinkedIn account, at your pace.

Before you get in touch

Good to know

Do I have to commit to everything at once?

No. Start with one thing: the free review, a tracking fix or an audit. More only if it makes sense.

What if I already have someone running my ads?

Keep them. I work alongside in-house teams and agencies on strategy, structure and tracking.

I don’t understand analytics at all. Is that a problem?

No. If I can’t explain it plainly, that’s my problem.

How quickly will I see results?

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

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.

Not sure where to start?
Start with the free review.

Send your website or ad account and get three concrete things worth changing, in writing.

Get your free reviewAbout me