Search Engine Advertising Expert
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Meet FRATCH Experts who have recently used Search Engine Advertising
Peter Sachs-Witzel
Last position:
Project Manager for SAP GTS Trade Services, edition for SAP 4/HANA at ETENGO AG
- Creation of detailed concepts for all relevant GTS modules (compliance, pricing, customs clearance, Intrastat, preferences)
- Planning and conducting workshops, including scheduling and documentation
- Development and consulting of the organisational structure and its master data
- Setup and customisation of compliance functions: sanctions list review, embargo, legal control, US re-export
- Uploading and maintaining sanction and commodity lists
- Implementation and validation of integration tests
- Setup and customisation of the modules: pricing (including uploading of customs tariff numbers and STAWN data), customs clearance (including application for test operation with customs), Intrastat and preferences (including preference calculation and LLEs)
- Development and presentation of prototypes
- Derivation of insights for the final concept
Gudrun Aydt
Last position:
Project: Consulting & Concept Development Programmatic Print / Donor Communication at Kindernothilfe e.V.
Project: Consulting & Concept Development Programmatic Print / Donor Communication
Tasks:
- Analysis of existing print advertising materials and donor communication
- Development of a new thank-you letter and dialogue marketing concept
- Advice on emotional and target-group-specific communication with donors
- Concept development for a cross-channel on- and offline marketing mix
- Coordination of print, email, and CRM communication as part of new marketing processes
- Support in introducing new communication workflows around the future email software
- Creation of briefing materials and campaign approaches for different target groups
- Research, selection, and management of suitable print and production service providers
- Advice on personalization and automation options in the programmatic print environment
Technical implementation:
- Coordination of print and digital processes
- Management of external service providers and print providers
- Support in integrating new marketing and communication processes
Reporting:
- Analysis of existing response mechanisms
- Assessment of optimization potential in donor communication
- Recommendations to improve impact, personalization, and efficiency Markets: Germany [link]
Michele Heine
Last position:
Chief Digital Officer at DAT Vermögensmanagement GmbH
- Project manager for the analysis, implementation, and optimization of digital processes
- Concept, management, and optimization of comprehensive marketing campaigns for lead generation via Paid Social (incl. Meta Ads, TikTok Ads)
- Concept and implementation of content production and marketing activities
- Project management in omnichannel marketing and process automation
- Implementation of digital tools to improve customer acquisition and support
- Internal stakeholder management and coordination of external service providers
Daniel Rohde
Last position:
Senior Digital Marketing Manager at Zenithmedia x Publicis | The Walt Disney Company
- Served as point of contact for Disney Studios GSA
- Identified growth hacks to increase cinema ticket bookings, maximize reach, optimize frequency, and achieve 100% VTR
- Managed stakeholder relationships and collaborated with an interdisciplinary team
- Performed hands-on optimizations based on operational implementations on Meta (Facebook, Instagram), TikTok, Pinterest, Reddit, and Snapchat
Artur Schmalz
Last position:
Marketing Consultant // Strategy & Campaigning at Stadtwerke Lübeck
- Marketing consulting for the business units EDL@Home and Commodity (electricity & gas)
- Development and implementation of the marketing/sales strategy in close coordination with the department head
- Definition and expansion of key channels (web, app, portal, social, paid, sales partners)
- Goal, annual, and budget planning for the EDL@Home business unit
- Leading and running team workshops to define goals & develop campaigns
- Campaign/content planning for different target groups
- Concept and implementation of the regional multi-channel sales campaign incl. A/B testing
- Optimization of the customer experience across all channels
- Technical support/advice for the product teams during iterative implementation
- Building and managing a campaign dashboard to measure success
- Managing external agencies and internal teams
- Regular results presentations and reporting to department leadership
- Active stakeholder management
Joachim Auster
Last position:
Project Manager HubSpot, Tracking + Analytics Expert at Swiss Post
- Create a tracking concept for Google Tag Manager and Google Analytics including data layer, events, triggers, and reporting
- Manage the project team (developers, designers, performance specialists)
- Serve as communication interface between stakeholders and digital departments
Janis Antwerpen
Last position:
Performance Marketing & E-Mail Automation Expert at INeKO Institute at the University of Cologne
- Planning, optimization, and analysis of SEA and Meta campaigns
- Planning and execution of automations and mailings
- Optimization of landing pages (funnel, structure, copy, image)
- Creation of creatives, media plans, and reports
- Planning and support for the move to server-side tracking
Stefan Fröhlich
Last position:
Managing Partner & Co-Founder at IMPLENEX
- Founded, built, and scaled a management consultancy for go-to-market, growth, and digital transformation
- End-to-end brand building: CI/CD, website, and social media presence as a consistent digital footprint
- Built a B2B marketing & sales funnel incl. CRM for structured lead generation
- Developed and built a service portfolio & verticals: including an AI Board for strategic GenAI classification as well as a go-to-market/growth vertical for the food industry
- Built a partner network for co-delivery
- Acquired, onboarded, and delivered consulting engagements
Henry Vanhauer
Last position:
Full-Stack Developer & Design Lead at FUNKE Mediengruppe
As part of the migration from Shopware 5 to 6, it was decided to rethink the entire e-commerce landscape of the regional FUNKE online shops from scratch. The main goals, besides creating a reliable platform with multiple sales channels for each regional brand, were the "rebranding" and the brand development around it.
The rebranding was also transferred into the advertising materials CI, which in the daily newspaper sector, alongside digital performance ads, still has print as a strong focus in the target group segment.
My responsibilities/tasks in this project:
- Creating the UI design system
- UX research
- Prototyping
- Rebranding & creating the new CI manual across all regional shops
- Shopware 6 front-end & back-end development
- Design & creative lead
- Ad design, landing pages
Torben Seib
Last position:
Fractional CMO / Digital Freelancer at Brandancy
With Brandancy, I take on marketing leadership for companies that want to move forward strategically but cannot or do not want to fill a permanent CMO position. Two models: embedded as a Fractional CMO for several months or project-based as a specialist for performance marketing and SEA.
Responsibilities
- Development of marketing strategy and positioning, from analysis to a concrete action plan
- Building and managing funnels, campaign structures, and conversion optimization
- Responsibility for paid media budgets in Google Ads, Microsoft Advertising, Meta, and LinkedIn
- Technical foundation: tracking setup, GA4, GTM, Search Console, reporting structures that are understood outside of marketing as well
- SEO and GEO, meaning visibility in classic search and in AI-supported answer systems
- Integration of AI into existing marketing processes: content production, research, reporting, lead qualification
- Building and leading internal marketing teams, managing agencies and service providers Onboarding successors and documenting everything so structures continue after the mandate
Results
- Built a complete digital setup for a real estate company in six weeks, from tracking to campaigns to content
- As Fractional CMO, on site monthly in Madrid, built a digital team and took responsibility for funnel and UI/UX strategy
- Consolidated the LinkedIn presence of a B2B FinTech holding with seven subsidiaries and established a content strategy
- Handed over marketing onboarding and documentation for a new Head of Marketing, and operations continued without interruption
Focus areas
- Fractional CMO for mid-sized companies, growing businesses, and startups
- Performance marketing and SEA with more than 14 years of hands-on experience
- AI in marketing processes, as a way of working rather than a tool demo
Jens Sander
Last position:
Marketing Consultant – [New customer acquisition (B2B), Social Media, SEO] at Manufacturer of precision parts made of metal [confidential]
Strategic Marketing / New Customer Acquisition (B2B):
- Market and competition analysis: Identified competitors, developed evaluation grids, sketched provider landscape with potential customers, competitors and partners
- Concept for a cross-media, personalized multi-touch campaign
- Developed the multi-touch strategy in different variants with several stages, defined touchpoints, target companies and target people, developed the ideal customer profile and contact ideas
- Designed all individual measures: developed concepts for letters, postcards, landing pages, emails, phone calls and downloads
- Visualized the logic of the contact sequences (flowchart)
- Described the distinction from "account-based marketing"
- Implementation planning: Researched providers for packaging, shipping and landing page software, negotiated terms, recommended tools and partners
Social Media Marketing:
- Target categorization, definition and recommendation for action
- Review and selection of channels
- Concept for channel management
- Developed an 11-week editorial plan (Instagram & LinkedIn)
- Created, implemented and published image and video posts
- Campaign launch, ongoing monitoring and optimization
Search Engine Optimization (SEO):
- Website audit with indexing check
- Ranking, backlink, traffic and competition analysis
- Analyzed search and user behavior
- Consulting on SEO risks during relaunches with domain changes
- Keyword research and recommendations for action
Serena Scipioni
Last position:
Senior Digital Project & Quality Manager (Marketing & Campaign Operations) at WPP Media
- Manage and coordinate complex, data-driven digital campaigns across multiple platforms (DSPs, Ad Servers, DCO).
- Collaborate with cross-functional teams, clients, and external partners to ensure seamless campaign execution.
- Develop and implement quality standards to improve operational efficiency and campaign performance.
- Analyze client requirements and translate them into strategic campaign concepts and operational roadmaps.
- Advise and enable internal teams and clients on digital marketing and campaign management best practices.
- Oversee end-to-end campaign delivery, including planning, execution, monitoring, and optimization.
Jan Miltner
Last position:
Managing Director at Nexcent GmbH
- IT consulting
- Power Platform & Databricks
- AI software development (custom software)
- Commercial responsibility for the company
Florian Dieterle
Last position:
Project Manager Marketing at Dr. Wolff Group
- Internationalization of brand processes and communication for Alpecin, Bioniq, Linola, Plantur, Vagisan
- Innovation project for market entry into a completely new segment
- Development of brand content: UGC, visual brand story for hair care
- Implementation of AI tools, consumer insight systems, and a customer centricity mindset
Ebru Ataman
Last position:
Product Operations Manager, Media Operations & Growth, Global Marketing at Zalando SE
- End-to-end responsibility for the successful implementation and continuous optimization of Mediatool for strategic media planning (offline & online).
- Development and management of efficient onboarding, configuration, and support processes for international stakeholder teams.
- Leadership of API integrations to connect external systems (e.g., for result tracking and performance measurement).
- Advising departments on tool usage and development, including workshop design, training, and knowledge transfer.
- Establishment and maintenance of comprehensive PMO tracking for all tasks, milestones, and deliverables.
- Prioritization and documentation of requirements, change requests, and bugs in Jira, with transparent communication via Confluence.
- Systematic evaluation of user feedback to derive data-driven optimization measures.
- Responsibility for the monthly Mediatool communication newsletter, including content creation for users and leadership.
Discover over 15,000 top freelancers
Statistics of experts using Search Engine Advertising
Aggregated from the professional profiles of matched freelancers.
Experience
21 years
Position duration
3.3 years
Positions per freelancer
11
Top business areas
Marketing, Project Management, Sales
Top industries
Advertising, Professional Services, Retail
Certification focus areas
Marketing, Human Resources, Project Management
Bachelor's degree or higher
88%
Master's degree or higher
46%
Doctorate
6%
Certifications per freelancer
2
Most common languages
German, English, French
Speak two or more languages
98%
Based on our profile pool as of 6 Sep 2026.
Daily rate distribution
The chart shows how the daily rates of freelancers in this technology are distributed, based on recent contracts on our platform. Each bar covers a rate range — its height shows how many freelancers charge within that range.
Average rates of experts using Search Engine Advertising
Rates are based on recent contracts and do not include FRATCH margin.
The average daily rate is the mean of all daily rates from recent contracts of comparable freelancers on our platform.
The median daily rate is the middle value of all daily rates — half of comparable freelancers charge less, half charge more. Unlike the average, it is barely affected by outliers.
Calculated based on our freelancers’ daily rates as of 6 Sep 2026. Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.
About the technology
Fundamentals of Paid Search Campaigning
Search engine advertising enables businesses to place targeted text ads directly in front of active searchers on major search engines. Specialists in this domain construct strategic keyword bids, write compelling ad copies, and align user intent with landing page offers. This discipline demands a deep understanding of bidding algorithms, quality scores, and search behavior.
Core Responsibilities of SEA Specialists
- Structuring campaign hierarchies into cohesive ad groups
- Implementing negative keywords to eliminate wasted budget
- Conducting continuous split testing of ad headlines and descriptions
- Setting up precise conversion tracking for lead generation and e-commerce
- Adjusting bid adjustments based on devices, demographics, and schedules
Core Platforms and Analytical Tools
Professionals working in this field navigate a sophisticated ecosystem of ad platforms and measurement systems. While Google Ads represents the largest share of search traffic, Microsoft Advertising is crucial for capturing valuable desktop audiences on Bing and Yahoo. For deep insights and correct attribution, these specialists master Google Tag Manager, Google Analytics 4, and third-party competitive intelligence tools.
When Companies Seek External SEA Expertise
Organizations bring in external specialists when internal teams lack the capacity or specific technical knowledge to scale current budgets efficiently. Seasonal sales events, new product launches, and expanding into international markets often require immediate campaign support. An external audit of existing accounts frequently uncovers hidden technical errors, misconfigured match types, or unprofitable keyword bidding that wastes valuable budget.
Traits of High-Performing SEA Professionals
Top-tier specialists combine analytical precision with creative copy testing. They do not rely solely on automated recommendations; instead, they deeply analyze search query reports to uncover hidden opportunities. A strong professional possesses a solid grasp of web analytics, landing page design principles, and technical tracking configurations that ensure data accuracy.
Strategic Advantages of Professional Account Management
Properly managed paid search campaigns yield consistent leads and transactions while maintaining a sustainable cost per acquisition. By continuously optimizing keyword bids and quality scores, specialists lower average click costs and secure higher ad placements. This disciplined approach ensures that media budgets directly translate into measurable revenue growth.
Frequently asked questions
Key details about Search Engine Advertising, drawn from the questions we get asked most.
A specialist in Search Engine Advertising is responsible for planning, executing, and optimizing paid search campaigns to drive targeted traffic to websites. They manage budgets on networks like Google Ads and Microsoft Advertising, ensuring that bids align with business objectives. By refining keyword targeting and ad copy, they maximize the return on ad spend.
While SEO focuses on earning organic visibility through content and site architecture, Search Engine Advertising delivers immediate visibility through paid placements. SEA campaigns can be launched, scaled, or paused instantly, offering rapid testing capabilities for promotions and new products. Both strategies complement each other to dominate search results pages.
Most Search Engine Advertising campaigns are run on Google Ads, which captures the vast majority of global mobile and desktop searches. Specialists also utilize Microsoft Advertising to run ads on Bing and Yahoo, targeting specific business demographics that often yield lower costs per click. They use tools like Google Tag Manager to track actions accurately across these platforms.
Beyond platform knowledge, a specialist in Search Engine Advertising needs a strong understanding of web analytics, specifically Google Analytics 4, to track user behavior post-click. They must also grasp basic landing page optimization principles to ensure that incoming traffic converts. Basic copywriting skills are also essential for writing high-performing ad texts.
Evaluate a professional in Search Engine Advertising by reviewing their approach to account structuring, keyword matching, and budget protection. A qualified specialist focuses on business metrics like cost per acquisition and return on ad spend rather than vanity metrics like impressions. They should be able to explain their methodology for testing and optimization clearly.
Yes, Search Engine Advertising projects are exceptionally well-suited for remote collaboration. Specialists can securely access ad accounts and analytics platforms using standard multi-factor authentication tools from any location. Communication is easily handled through regular video check-ins and performance dashboards.
Unlike organic strategies, Search Engine Advertising produces traffic almost immediately after campaigns are approved and launched. However, achieving optimal efficiency and cost per acquisition typically takes several weeks of continuous data collection and campaign refinement. This initial learning phase allows the algorithm and the specialist to optimize bidding.
Hiring a freelance professional specializing in Search Engine Advertising offers direct communication and highly focused attention without agency overhead. Freelancers integrate closely with your internal teams, adapting quickly to sudden budget changes or promotional pivots. They provide transparent insights and execution tailored strictly to your specific business goals.
The average hourly rate of freelancers who have used Search Engine Advertising in their recent projects is 100 €, which corresponds to a daily rate of about 802 € based on an 8-hour working day.
Of the freelancers who have used Search Engine Advertising in their recent projects, 88% hold at least a Bachelor's degree, 46% hold at least a Master's degree, and 6% hold a doctorate.
On average, freelancers who have used Search Engine Advertising in their recent projects have 21 years of professional experience, with a single engagement typically lasting around 3.3 years.
The most common languages among freelancers who have used Search Engine Advertising in their recent projects are German (100%), English (97%), and French (24%).
The most common industries among freelancers who have used Search Engine Advertising in their recent projects are Advertising (64%), Professional Services (60%), and Retail (59%).
The most common business areas among freelancers who have used Search Engine Advertising in their recent projects are Marketing (92%), Project Management (77%), and Sales (60%).
Main locations of FRATCH Experts, who have recently used Search Engine Advertising
Our freelancers and interim experts are at home across the DACH region — available on-site in the major business hubs or fully remote. Choose a location to discover matched specialists, local market insights and up-to-date availability.
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Frankfurt 
Dusseldorf Request a free demo
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Philipp Thomaschewski
FRATCH CEO
