01
Google Ads, run end to end Search, Shopping, Performance Max, YouTube, Demand Gen. Your account, your data, my hands on it. Monthly fee.
Google Ads · Finland
Over ten years of paid search for some of Finland's largest advertisers.
I start with your business numbers. Media buying is the easy part.
10+
Years in Google Ads
30k–1M€
Monthly budgets
Margin
What I optimise for
1
Operator, no layers
Services
Three things, done properly.
02
Commercial analysis Margin per product, customer acquisition cost, payback period, seasonality. Plus the size of the market: how much demand exists, who competes for it and what share is realistically winnable.
03
Account and feed audit What the account is actually spending on, what the Shopping feed is hiding, and what a second set of eyes would change first.
SearchShoppingPerformance MaxYouTubeDemand GenMerchant CenterFeedGA4Conversion trackingAuction Insights
The difference
I don't start by buying media. I buy market that has potential.
Most of the trade is media buying: budgets, bids, platforms. That is the part a platform can teach anyone. The part that decides whether the advertising is worth doing is the business underneath it.
- Gross margin — which products can carry paid traffic at all, and which ones only look like they can.
- Cash flow — what the account is allowed to spend this month, not what the annual plan says.
- Purchasing and stock — buying from China, lead times, what happens when the best-selling item runs out.
- Margin structure and VAT — how the numbers move between price, margin and what is left.
- Customer acquisition cost — the ceiling the business can pay, worked out from the margin, not copied from a benchmark.
- Lifetime value — an overused term, and still the only way to know what a first order is really worth.
- Market size and your share of it — how much demand exists, how much of it is already yours, and how much is still unclaimed.
Google recommends what sells Google. I recommend what sells you.
How I work
The account follows the business, not the platform.
There is no single way to run these accounts. A volume-driven retailer and a high-margin specialist need the opposite decisions, and both of them are right. Everything starts from the business model.
| What I do | What is usually done |
|---|---|
| Optimise for margin and cash flow | Optimise for conversions the platform reports |
| Derive the target from what the margin can carry | Accept the target ROAS the platform suggests |
| Auto-apply off, every change argued for | Recommendations applied automatically |
| Structure built around products that earn | One campaign, everything in the feed |
| Search terms and negatives reviewed every week | Broad match left to learn |
| I tell you how much market is still unclaimed | You get a report on what happened last month |
- You own the account, the data and the tracking. Nothing is nested under my manager account.
- I say no to Google when the recommendation sells media rather than results.
- You talk to me. No account manager, no team in between, no report nobody reads.
For many companies Google has become one of the largest single lines in the budget. That belongs in the hands of someone who understands the business — not someone who understands the platform.
Technical
The technical side is not outsourced.
This is the part few business-minded partners do themselves, and few technical people can justify in business terms. Feeds and tracking are the foundation everything else rests on — if they are wrong, even good optimisation optimises the wrong number.
Product feeds
I build and fix feeds myself: title logic, missing GTINs, disapprovals, custom labels based on margin and stock turn. When Shopping underperforms, the fault is more often in the feed than in the bids.
Feeds programmatically
Rules and scripts that update the feed as price, stock and margin move. When the range changes, the feed follows without a manual spreadsheet round every month.
Tracking and measurement
GA4, Google Tag, server-side tagging, Enhanced Conversions and offline conversions. I check what is actually measured and what is counted twice before I touch a bid.
Data out of the platform
Google Ads API and scripts for reporting that answers your questions — margin, cost per acquisition, product group — not whatever the platform's default view happens to show.
The technical work is not an add-on. It is the reason the numbers you decide on are right.
Experience
Where the ten years have been spent.
Sectors, not logos. Client names stay out of it — the ones worth knowing about come up in a conversation, not on a wall. Different businesses, different rules, the same question every time: what does a customer cost and what is one worth.
Consumer electronics retail
Sports retail
Healthcare services
Furniture retail
Online pharmacy
Mobile gaming
Experience travel
E-commerce and product feeds
Who
Teemu Äärilä
Goat Performance Oy. Over ten years of paid search in Finland, the last years running my own firm. Native Finnish. Ads and keywords written, not translated.
- I run my own advertising and my own product buying, so I read a P&L the same way my clients do.
- I work directly with the people who decide, not through an account manager.
- I have seen up close how Finland's largest accounts are run — including what does not work in them.
Insights
Notes on commercial paid search.
Contact
Want a Google Ads partner who starts with the business?
The useful time to talk is before the budget is locked, not after. Tell me what you sell and what it costs you, and I will tell you whether paid search is worth it.
Email[email protected]
Phone +358 40 573 9770
LinkedIn /in/aarilateemu/
CompanyGoat Performance Oy (3255157-9)
AddressKaisaniemenkatu 3 C, 00100 Helsinki