Over 17 years working in agencies, in-house teams and as a Freelance PPC Manager. My clients get direct, personal attention — no middlemen, no empty promises.
Google Partner · Diagnosis in 24–48h · No long-term lock-ins
Iván Capacete — PPC Consultant
Available · Response within 24–48h
Many businesses are already investing in paid advertising, but feel the results could be better, clearer or more scalable.
Campaigns are active and budget is being spent, but results aren't predictable or scalable. The structure or strategy needs a review.
Reports don't explain enough. It's unclear which terms, audiences or formats are generating real results and which are consuming budget with no return.
There are campaigns that work, but growth has stalled. Scaling profitably requires a review of structure, bids and measurement.
Often it's not a budget problem. It's a structure, strategy or measurement problem.
Platforms automate bids, targeting and optimisation. What they can't automate is strategy: which campaigns to run, on which platforms, with what budget and towards which business goals. That's where a PPC/SEM specialist comes in.
In the age of AI advertising, the value of a PPC consultant is not in manual adjustments — it's in the strategic decisions no algorithm can make for you.
Google Ads · Meta Ads · Microsoft Ads · LinkedIn Ads
Sponsored ads management on Google, Meta, Microsoft and LinkedIn Ads. Strategy, setup and continuous optimisation. No delegation to third parties.
Full technical review of your digital advertising. Structure, bids, audiences and tracking analysis. Clear diagnosis of what isn't working and why.
1:1 session to resolve questions about Google advertising or validate your PPC strategy. Pay per session, no commitments.
1:1 sessions to learn campaign management working on your real account. For professionals, in-house teams and junior profiles.
Companies that trust my PPC management
Every situation is different, but there are business profiles I work with regularly.
Businesses with active campaigns on Google Ads, Meta Ads or Microsoft Ads looking to improve results, optimise spend or scale what already works.
Online stores using search, shopping or remarketing campaigns that need to optimise ROAS, improve campaign structure or scale sales profitably.
Businesses using lead generation campaigns that want to improve lead quality, reduce cost per opportunity or scale profitable campaigns.
Startups or businesses without active campaigns yet that need to define a clear strategy before investing in Google Ads, Meta Ads or Microsoft Ads.
Advertising platforms are automating bids, targeting and ad optimisation more and more. Google, Meta and Microsoft use AI to manage what used to require constant manual intervention.
This doesn't eliminate the need for a consultant. What changes is the focus: the value is no longer in manual bid adjustments, but in making the strategic decisions that automation can't make on its own.
What the consultant focuses on
Acquisition strategy
Define which channels, audiences and messages make the most sense for the business.
Campaign planning
Account structure, campaign types, budgets and activation schedule.
Account architecture
Logical organisation of campaigns, ad groups and targeting to maximise control.
Data interpretation
Read the data correctly to make investment decisions based on real evidence.
Investment decisions
When to scale, when to pause and how to redistribute budget to maximise return.
Search
Text ads in search results. Captures active purchase intent.
Shopping
Product listings with image and price. Ideal for ecommerce.
Display Remarketing
Visual banners to reach users who already visited your site.
YouTube Ads
Video ads to build brand awareness and consideration.
Performance Max
Automated campaigns covering all Google channels with a single conversion goal.
Meta AdsFacebook Ads
Conversion, traffic and lead generation campaigns on Facebook.
Instagram Ads
Visual ads in feed, stories and reels for high-intent audiences.
Search
Search ads on Bing. Less competition and lower cost per click.
Shopping
Product listings on Bing Shopping. Efficient complement to Google Shopping.
Sponsored Content
Native ads in the LinkedIn feed. Image, carousel or video for B2B environments.
Message Ads
Direct messages to LinkedIn inbox. High open rate with decision-makers.
Lead Gen Forms
Native forms auto-filled with profile data. Maximum B2B conversion.
Dynamic Ads
Ads automatically personalised with the user's name, photo and job title.
Video Ads
Sponsored videos in the professional feed for branding and consideration.
Sponsored Responses
Contextual ads below ChatGPT responses. Highly relevant to the conversation context.
Contextual Targeting
Targeting based on conversation context. No personal data, only aggregated performance data.
ChatGPT Search Ads
Appears when users actively search for solutions in ChatGPT Search. Maximum purchase intent.
The goal isn't simply to activate campaigns, but to build a profitable acquisition system. Every decision is made to improve return before increasing investment.
When a campaign proves it works and is profitable, the next step is to gradually increase investment to keep growing. Investing more stops being a risk and becomes an opportunity.
Over over 17 years in PPC, with experience in agencies, in-house and as an independent consultant.
Professional experience
Over €10M managed in PPC campaigns
I've managed Google Ads, Meta Ads and Microsoft Ads campaigns with cumulative budgets exceeding €10M for businesses across different sectors, also with presence on other platforms like Amazon Ads, Twitter Ads, TikTok Ads and LinkedIn Ads.
Agency and in-house team experience
I've worked both in digital marketing agencies and within internal business teams, which allows me to understand business objectives from different perspectives.
Over 17+ years optimising paid campaigns
Independent PPC consultant specialised in strategy, optimisation and scaling of high-performance campaigns.
PPC campaigns don't work in isolation. For advertising to be effective, it needs to be aligned with the real business strategy.
I work directly with the different departments to understand the full context and make campaign decisions that make sense for the business, not just for the advertising metrics.
Marketing
Coordination of messages, creatives and campaign calendars with the marketing team.
Ecommerce
Campaign alignment with the product catalogue, promotions and online sales objectives.
Sales
Feedback sobre la calidad de los leads generados para ajustar la segmentación y los mensajes.
Management
Clear reporting on investment, return and strategic decisions for decision-making.
I have over 17 years of experience managing PPC/SEM campaigns, working directly with each client. There is no team managing your account while I do something else. When you hire PPCManager, I am the one who analyses, configures and optimises.
No intermediaries. No empty promises. Real specialisation in Google Ads, Meta Ads and Microsoft Ads.
Me especializo en
Reporting with custom dashboards
Each client receives a reporting dashboard designed specifically for their business, with the metrics that actually matter.
Llevo más de 2 años trabajando con él en la gestión de todas mis campañas de Google y no puedo estar más satisfecho. Es un profesional serio, responsable y muy transparente. Siempre busca lo mejor para el cliente, optimizando las campañas y dando recomendaciones honestas pensando en el crecimiento del negocio. Totalmente recomendable.
He trabajado con Ivan en varios proyectos y siempre con un resultado magnífico.
En Smileat llevamos colaborando varios meses codo con codo con Iván y estamos muy contentos con él y con su trabajo, que al final es lo importante. Muy buen profesional, transparente y con disponibilidad siempre que hace falta. Y los resultados están a la vista. Una gran opción si buscas un experto en Google Ads!
Ivan Capacete lleva muchas campañas de PPC de mis clientes. Es una de las personas que conozco que controla más sobre gestión de campañas online, un profesional como la copa de un pino!
He tenido la suerte de colaborar con Iván y solo tengo palabras de agradecimiento. Es un muy buen profesional. Sabe de lo que habla y siempre da una opinión da valor. Una de las cosas que más me gustó desde el día que hablamos por primera vez para que entrase a colaborar en nuestro proyecto, es la predisposición de crecer junto con nosotros. Lo cual te demuestra su total implicación y te hace saber que hará todo lo posible para que el win-win sea total. Si has llegado hasta aquí, no dudes más, contacta con él y no te arrepentirás porque como se dice siempre a parte de un buen profesional es una gran persona.
Iván es muy eficiente a la hora de conseguir excelentes resultados en campañas PPC. Me ayudó a conseguir leads para mi nuevo negocio (Liderazgoparaelcambio). Sin duda, recomendaré sus servicios.
Ya van casi 3 años que llevo trabajando con Iván. Y 3 también son las cualidades que puedo destacar de él. La primera, su expertise, con el que consigue que los resultados de las campañas mejoren. La segunda, su transparencia, ya que con su disponibilidad y feedback constante sabes en todo momento qué está ocurriendo con tu cuenta, ahorrándote sorpresas y gastos innecesarios. Y la tercera, su cercanía, que hace que confíes en él y acabe siendo uno más del equipo. Le daría tres estrellas por seguir con el juego del 3, pero es que se merece 5. ¡Un abrazo Iván! ¡A seguir así!
Llevo muchos años trabajando con Iván, y es la persona que se encarga de llevarme la publicidad de mi empresa. Estoy encantada con él, un gran profesional, mejor persona, muy competente y resolutivo! Desde luego que lo recomiendo a todo el mundo! A seguir trabajando duro Iván! Gracias por todo!
Iván hace un trabajo excelente. Lo recomiendo 100%. Es un gran profesional. Trabajamos con él desde hace años y estamos súper contentos.
Gran profesional y gran persona. Entiende perfectamente las necesidades de cada negocio por muy diferentes que sean. Siempre aporta valor y además rentabilidad a las inversiones realizadas.
Fill in the form so I can review your situation before getting back to you. The more detail you give, the more useful my response will be.
Un freelance PPC manager is the professional who designs, launches and optimises pay-per-click advertising campaigns. Unlike an agency, an independent consultant works directly on your account, without delegating management to a junior team or adding layers of intermediation.
La pay-per-click campaign management covers everything from defining the initial strategy to daily monitoring of bids, budgets, audiences and creatives. Every decision is made with real account data, not generic templates.
La Google Ads campaign optimisation is a continuous process: search term analysis, bid adjustments by device and location, Quality Score improvement, extension review and conversion tracking. It's not an initial setup that's left to run on its own.
La SEM strategy defines which platforms to use, which campaign types to activate, how to structure accounts and how to measure the real return on advertising investment. A good strategy avoids wasting budget on traffic that does not convert.
La advertising account audit is an independent technical review that identifies structural errors, tracking issues, inefficient bids or incorrect targeting. It is the starting point before any significant change to an active account.
Defining objectives, platforms, campaign types and account structure tailored to each business.
Setup, launch and ongoing monitoring of campaigns on Google Ads, Meta Ads and Microsoft Ads.
Improving campaign performance through testing, bid adjustments and conversion funnel analysis.
Clear reports on performance, cost per acquisition and return on advertising investment.
Identifying inefficiencies and redistributing budget towards what actually generates results.
When campaigns work and are profitable, increasing investment stops being a risk and becomes a growth opportunity.