Kiril Ivanov
Performance Marketing Specialist
Kiril Ivanov is a digital marketing specialist with experience managing local, national and international campaigns for businesses ranging from growing independent companies to major consumer brands. His background includes leading advertising automation work for Michael Kors and working on campaigns involving Canon, Dormeo, esure, DLG Group, Village Gym, Cameron House, Crerar Hotels, Cromlix Hotel, Harrison Fund and the Advertising Standards Authority. His experience spans paid search, paid social, advertising automation, SEO, conversion optimisation and wider digital strategy across hospitality, retail, financial services, professional services and other competitive sectors.
Areas of Expertise
Google Ads & PPC
- •Search & Shopping Campaigns
- •Performance Max Optimization
- •Account Structure & Audits
- •B2B Lead Generation
Meta & Social Ads
- •Facebook & Instagram Campaigns
- •Audience Segmentation
- •Creative Testing Frameworks
- •Retargeting & Lookalikes
Paid Media Strategy
- •Cross-channel Funnels
- •Remarketing Strategies
- •Competitor Analysis
- •Budget Allocation Modeling
Analytics & Tracking
- •Google Analytics 4 (GA4)
- •Conversion Tracking Setup
- •Attribution Modeling
- •Server-side Tracking
Published Articles
Meta Ads Creative Fatigue: Spotting Decay Before it Hurts
Your best ad will die. It's not if, it's when. Here is how to diagnose Creative Fatigue using Frequency, CTR, and FTIR metrics.
Meta Ads Landing Page Consistency: Visual Congruency
The specific reason your ads have a high CTR but a low Conversion Rate? The 'Scent Trail' is broken. Here is how to fix Visual Congruency.
Meta Ads Budget Optimisation: CBO vs ABO
Should you trust the algorithm with your money? CBO (Advantage+ Budget) promises efficiency, but ABO gives you control. Here is when to use each.
Google Ads Agency vs In-House: When to Hire Help vs DIY (2026 Guide)
Should you pay an agency 15% of spend? Or hire a full-time specialist? Analyzing the costs, pros, and cons of the three management models.
Google Ads Attribution Models: Why Data-Driven Attribution Matters in 2026
Last-click attribution is lying to you. Discover how Data-Driven Attribution (DDA), Offline Conversions, and Value Rules expose the true ROI of your upper-funne...
Google Ads Audit Checklist: How to Audit Your Own Account (2026 Guide)
Don't pay an agency $5,000 for an audit. Use this 10-point checklist to identify wasted spend, broken tracking, and missed opportunities in 60 minutes.
Google Ads Click Fraud: Protecting Your Budget from Bots (2026 Guide)
Is your competitor clicking your ads? Probably not. It's likely a bot. Learn how to identify, prevent, and claim refunds for invalid traffic.
Google Ads CLV Bidding: Optimizing for Lifetime Value (LTV) (2026 Guide)
The first purchase is just the handshake. Learn how to optimise Google Ads for Customer Lifetime Value, afford higher CACs and compete more aggressively without...
Google Ads Competitor Analysis: Spying on Keywords & Strategy (2026 Guide)
Stop guessing what your competitors are bidding on. Master Auction Insights, Ad Transparency Center, and the 'Reverse Funnel' method to steal their market share...
Google Ads Full-Funnel Strategy: Mapping Campaigns to the Buyer Journey (2026 Guide)
If you only run Search Ads, you are fighting for the 3% of people ready to buy now. Learn how to capture the other 97% using YouTube, Demand Gen, and Display.
Google Ads Match Types: Changes & Why Broad Match is Not The Enemy (2026 Guide)
Stop fearing Broad Match. In the era of AI, strict Exact Match accounts are losing volume. Learn the new 'Broad Match + Smart Bidding' power combo.
Google Ads MCC Scripts: Cross-Account Management Automation (2026 Guide)
Managing 50 accounts? You can't check them one by one. Learn how to use MCC (Manager Account) scripts to audit, monitor, and report on all clients instantly.
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