Fashion ecommerce, Buenos Aires
From more revenue to more profit: Performance Max organised by margin
- profit after ad spend
- +42%
- POAS
- 1.1 → 1.8
- of work
- 4 months
Your Google Ads account, managed by me.
Not an agency. Not a junior. Me.
I take full ownership of your account and run it the way I would run my own. Built around profit from day one, not revenue metrics that look good on a slide.
10+ years in Google Ads. Ecommerce and B2B across Latin America and remote. Minimum ad spend on Google: USD 3,000 per month.
daily-check sample account: online footwear
checkingdoneMon 2:00 pm
4,118 items checked
- Reading 6 campaigns: keywords, search terms and products
- Conversions: GA4 and Google Ads match (1.8% difference)
- Month pacing: 61% of budget by day 18, on plan
- 1“sneaker sales jobs”: USD 182 in 7 days, 0 sales
- 2“Trail X shoe”: ROAS 5.1, but it loses money at its margin (POAS 0.8)
- Done in 1 min 48 s. 2 proposals for Nico.
Proposals to approve
- 1
Add “jobs” as a negative keyword across the account.
yes, apply
- 2
Pause “Trail X shoe” in Performance Max.
no: it brings new customers. Raising its target ROAS.
Decided by Nico, 2:06 pm
Next check: 3:00 pm
Everyone watches clicks. I watch your business.
Clicks, impressions and conversion rate are what the platform shows you, and they are a small part of the picture. Before touching a campaign, I learn what you sell, at what margin, which offers are live, how much stock is left and which customers are worth the most. That is how I decide where every dollar goes.
Margin by product
Which products make money after ad spend and which only bring in revenue.
Running 22%, accessories 61%
Offers and promotions
Discounts, free shipping and dates like Black Friday, planned ahead.
Black Friday in 12 days
Stock
Don’t push what is about to sell out, and don’t ignore what is piling up.
Trail X: 40 pairs left
Instalments and payments
Interest-free instalments and payment options change both conversion and margin.
6 interest-free instalments: +18% conversion
What most people look at
Google Ads
- Clicks
- 12,480
- Impressions
- 381,200
- CTR
- 3.3%
- Conversion rate
- 2.1%
New and returning customers
What a new customer costs and what they are worth over time.
New customers: 64% of sales
Shipping and returns
What it costs to deliver and what comes back, taken out of every sale.
Returns: 9% in footwear
Closed deals
In B2B, which leads turn into sales according to your CRM, not the form.
1 in 6 leads becomes a sale
Seasonality and competition
Seasonal demand, competitor prices and who bids on your searches.
Black Friday: CPC up 35% last year
A campaign with a 5x ROAS can be losing money.
ROAS measures revenue, not profit. At an 18% margin, common in electronics, every sale Google Ads brings in costs more than it makes. That is why I optimise for POAS: the gross profit each dollar of ad spend brings back.
Attributed salesUSD 500
Product cost−USD 410
Google Ads spend−USD 100
What you keep−USD 10
At a 5.0 ROAS and a 18% margin, you lose USD 10 for every USD 100 spent.
- POAS
- 0.90
- Break-even ROAS
- 5.6
Try it with your own numbers.
Simplified example. It leaves out shipping, fees and returns, which lower the result even more.
Why this works when agencies don’t.
In an account, negative keywords cut whatever spends without adding anything. These are mine.
| With most agencies | With me |
|---|---|
| Me, inside your account, from day one. | |
| Reports on margin and real sales. | |
| Strategy built for your products, margins and market. | |
| Optimising for profit. | |
| Direct WhatsApp access to me. | |
| No minimum term. |
One service. Everything your account needs.
I don’t sell pieces. Business analysis, campaigns, measurement, AI agents and strategy come together, because a profitable account needs all of them at once. And you work with me on all of it.
Margin, products, offers, stock and customers: the starting point of every decision.
Search, Shopping, Performance Max, Demand Gen and YouTube, every day.
Tag Manager, GA4, Consent Mode and offline conversions, so Google optimises for what matters.
They check your account every morning and every hour. They propose; I decide.
Meetings, a monthly report in business language and direct WhatsApp access to me.
AI watches. I decide.
I built my own AI agents to manage accounts. Every morning they check tracking, disapproved ads, quality, search terms and spend pacing across every account I run. When something moves, I know before anyone else. What gets changed is my call.
Pacing monitor, today
The agents I built
Daily check
Reviews every account early: tracking, disapprovals, quality, feed and budget. Proposes changes with evidence and applies only what I approve.
Pacing monitor
Compares actual spend against plan every hour and flags campaigns that spike or stall.
Quality audit
Scores each account’s structure and builds the improvement plan item by item, validated against the Google Ads API.
Analytics agent
Answers business questions in plain language across Google Ads, GA4 and the ecommerce platform.
Running an agency or an in-house team? I also set these agents up in your operation. Message me about it
From your first call to a profitable account.
Every engagement starts the same way: with honesty about where your account is and what it would take to improve it. No promises, no templates.
30-minute call
You share your account and I review it live. I tell you what is costing you money, where the quick wins are and what a rebuild would look like. Free, no strings attached.
Audit and business analysis
If we move forward, I audit every campaign, bid strategy and conversion setting, and I dig into your business: margin by product, offers, stock and customers. You get a prioritised plan.
Measurement first
Before scaling, I make sure the conversion Google optimises for is the one your business cares about: margin, closed deals or qualified leads.
Rebuild, tune and scale
I restructure campaigns, segment by real performance and scale what the data justifies. I’m in your account every day, with my agents watching the rest of the time.
Ongoing management
A monthly report in business language, regular check-ins and direct access to me on WhatsApp. No tickets, no middlemen.
Four typical cases in Argentine accounts.
Common scenarios in Argentine ecommerce and B2B companies, and the result I aim for in each one.
Tech and electronics, Córdoba
Hot Sale planned around stock, instalments and margins
- sales vs. the previous Hot Sale
- +65%
- cost per sale
- −22%
- live ads on out-of-stock products
- 0
B2B software, Rosario
Leads that turn into sales: offline conversions from the CRM
- sales opportunities
- 2.3x
- cost per qualified lead
- −35%
- to first results
- 8 weeks
Payments fintech, Buenos Aires
Daily checks with AI agents across every campaign
- spend on irrelevant searches
- −28%
- to detect a budget deviation
- <2 h
- changes without human approval
- 0
Are we a good fit?
You’re likely a fit if
- You run an ecommerce or B2B business with existing sales and want to grow with Google Ads.
- You spend USD 3,000+ per month on media, or are about to.
- You care about margin, customer acquisition cost and lead quality, not just volume.
- You’re willing to share business data and improve tracking if needed.
- You want to talk directly to the person running your account.
This is not for you if
- You’re just starting and haven’t validated your product yet.
- You want the cheapest person to “run campaigns”.
- You only want one piece, like tracking or a one-off audit.
- You expect guaranteed results in week one.
Me. The same person from call one to year three.
I’m Nico Cantón. I have managed Google Ads accounts for more than 10 years across ecommerce, fintech and B2B services. When you work with me, you get me: not a team that changes every quarter, not an account manager who has never built a campaign.
I keep my client list deliberately small so every account gets the attention it needs. And because I enjoy the technical side, I built my own AI tools so nothing slips through.
- Experience
- 10+ years in Google Ads
- Focus
- Ecommerce and B2B
- Based in
- Bariloche, Argentina
- Markets
- Argentina, Mexico and Colombia
- Certifications
- Every Google Ads certification
What I learn running accounts, written down.
See all articles, 6min read
Google Ads freelancer vs. agency: how to choose who runs your account
Practical criteria for choosing between a senior freelancer, an agency or an in-house team for Google Ads: questions to ask, red flags and real costs.
, 5min read
ROAS vs. POAS: how to measure real Google Ads profitability
What POAS is, how to calculate your break-even ROAS, and how to send profit to Google Ads instead of revenue, with a step-by-step numeric example.
, 5min read
Consent Mode v2 and enhanced conversions in GTM: a checklist
A practical checklist to implement Consent Mode v2, enhanced conversions and offline conversion imports with Google Tag Manager, and how to validate it all.
Before you book.
How is this different from an agency?
At many agencies, the pitch is senior and the account work is junior. With me, the person on your first call is the person working in your account every day. I also look at your whole business, not just platform metrics, and run my own AI agents to check every account daily.
Can I hire just one part, like tracking or an audit?
No. I only offer the full service because the parts depend on each other: flawless tracking is useless if nobody uses that data to decide, and a well-built campaign loses money if it measures the wrong thing. On the call I will still tell you what I would do first in your case.
What business data do you need?
To optimise for profit I need margin by product or category, shipping and returns costs and, if you sell through leads, which ones turn into sales. If that data isn’t organised yet, we put it together at the start.
Why is there a USD 3,000/month minimum spend?
Below that there usually isn’t enough data for campaigns to learn, or room to test. If you’re below it but growing fast, reach out anyway and we’ll see.
Do I keep ownership of the account?
Always. You own the account, the data and the history. I access it as an admin from my MCC. If we stop working together, everything stays in your account.
Do you guarantee results?
No. Nobody serious can guarantee a ROAS or a revenue number without seeing the account, the margins and the market. What I do guarantee is an honest diagnosis, data-driven decisions and that I’ll be in your account every day.
What does the service cost?
It depends on account size, number of markets and the level of support. That’s why we start with a call: I look at the account and send you a fixed proposal.
Do you put my account on AI autopilot?
No. The agents watch, detect and propose. I make the decisions, and every change is logged.
Do you work with companies outside Latin America?
Yes. I work remotely with English-speaking teams as well as companies across Latin America.
Let’s look at your account together.
Book a free 30-minute call. I’ll tell you what I see in your account, what it would take to fix it and what realistic improvement looks like. Whether we work together or not, you leave with a clear picture.
No pitch. No pressure. If I can’t help you, I’ll tell you straight.