Michel Cunill

What I manage

I split these deliberately. The second set is the whole agency book, not my personal results. Every number here comes out of the reporting database, and I'll walk through how any of it was pulled.

Cost per conversion, same month year over year

This is a team result across the whole agency book, over the same window I've been there. I was part of the group that delivered it, and I'm not going to tell you I drove it alone. Cleaner conversion tracking was a real contributor, which is the part I can speak to directly.

What the work actually is

• Build and optimize Search and Display campaigns end to end: daily pacing, bidding strategy, keyword and audience refinement, budget management across the book.
• Write and test ad copy. Headlines, descriptions, responsive search ad variations, iterated against CTR and conversion data rather than opinion.
• Run client meetings: performance review, what changed and why, priorities for the next cycle. Fintech, SaaS, and events clients, so the buying cycles and the definition of a good conversion vary a lot between accounts.
• Handle inbound tickets and ad-hoc requests async. With a book this size, most things arrive in writing and get resolved in writing.
• Review landing pages and flag the conversion problems that no bid adjustment will fix.

The part most people skip

I own conversion tracking implementation across client sites. That means configuring and QAing tags in Google Tag Manager, validating events in GA4, and fixing tracking that's quietly wrong: a tag firing on the wrong event, a duplicate conversion inflating the count, a thank-you page that stopped existing after a site redesign.

This matters more than it sounds. Smart Bidding optimizes toward whatever you tell it a conversion is. If that signal is dirty, the algorithm spends the budget confidently in the wrong direction, and no amount of bid tuning recovers it. More than once the fix for a campaign that stopped working was a tag, not a strategy.

I build the tools I need

Two internal systems, both built with LLM assistance. They're the reason I can hold a book this size without losing track of it, and other managers on the team work out of them too. Uncommon for someone whose title says marketing.

More detail on how these were built, the decisions behind them, and the stack is on the growth engineering page.

Where I've bought, and where I haven't

Background

Two longer versions