Raphael Sterk

About

Performance marketer focused on scaling high-spend ecommerce paid media, with hands-on ownership of a ~$150K/month Google Ads account for Solawave. Known for disciplined account restructuring, feed optimization, and controlled testing across Google/Meta/TikTok—driving ROAS improvement from ~2.2 to ~5 in under three months while keeping spend predictable and scalable.

Experience

Education

Key Strengths

• Owned and scaled a $150K/month Google Ads ecommerce account end-to-end (performance, structure, pacing, reporting)
• Improved ROAS from ~2.2 to ~5 in under three months while scaling revenue sustainably
• High-spend account structuring discipline (brand vs non-brand separation; product-tier segmentation for Shopping/PMax)
• Methodical, single-variable testing approach that reduces false positives and improves repeatability
• Performance Max volatility control via disciplined change management and clear testing windows
• Strong feed optimization capability driving more consistent Shopping/PMax performance
• Deep diagnostic approach to performance declines (intent dilution, SKU-level budget drift, auction pressure, learning dilution) with recovery actions
• Cross-channel full-funnel strategy and incremental budget allocation using blended metrics (branded search lift, assisted conversions, MER)
• Client-safe communication: frames results in business outcomes, transparent tradeoffs, clear next steps