Paid media audit
Find what is wasting spend, distorting your reporting, or stopping you from scaling. I go through tracking, account structure, creative and attribution, then walk you through what I found and what I would change first.
From €1,500
Taking on consulting and advisory work now
Florina Kabashi · Growth strategist
Before I touch your budget, I find out which of your numbers are real.
Growth work across the whole system, not one channel of it. What happens before the click, what happens after it, and whether the numbers in between can be trusted.
Three ways to work with me
Where I can make the biggest difference
I work best with companies that have traction, real spend, and no clear picture of what is actually driving it. The industry matters less than the problem. Every engagement starts the same way. I look at what your tracking is telling you, and whether it is telling you the truth.
Strategic consulting
A monthly advisory retainer. I pressure test the plan, set the priorities and keep your team honest about what the data actually supports. I provide the direction. Your team executes.
Monthly retainer
Fractional head of growth
I step into your team and own the growth function. I build the systems and the processes, and I leave you with a growth engine your team can run without me.
2–3 days / week
Sea level
The part that has to be true
One LinkedIn account. One ed-tech client. July 2024. The cost figures are counted by the platform. The conversion value is advertiser-assigned on a 30 day window. That distinction is the part most people skip, and it is the first thing I look for in anyone else’s numbers.
$26.3MConversion value assigned across the account, from $63,700 in counted spend
414×Reported ROAS across the account, held at scale over 230+ live campaigns
74%Cost per conversion down from $2.23 to $0.57, while spend went up
What changed was the feedback loop between creative, audience and conversion data.
Segmentation, not bloat
The account had 230+ campaigns for a reason. Each one existed to answer a specific question. Every audience had its own creative, its own bid strategy and its own funnel entry point.
Campaign groups51
Campaigns230+
Ads running at once1,500+
Creative hypotheses in parallel3
Social proof, problem-aware, direct offer. Three running at all times, with the winners feeding the next testing cycle.
The same approach, other problems
Different channel, same question. What is actually driving profitable growth?
Bottom-of-funnel conversion6.7% → 10.3%
Q4 subscriber target130% reached
Emails delivered, three languages25M+
Bounce rate at that volume0.80%
Volume is easy. Deliverability at volume is the part that breaks.
How I think about it
Growth gets harder when you cannot trust the numbers you are using to decide.
Most of the time the problem is not the channel, the creative or the budget. Something in the feedback loop is broken, and every decision after that point is a guess wearing a number.
You do not need another person to run ads. You need someone who can work out what the ads are actually telling you.
Question the dashboardTrust the counted numberTest the assumption before you scale it
I do not optimise what I cannot measure.
The long view
Two years teaching it. Ten years doing it.
I started in performance marketing, running accounts one channel at a time. What kept pulling my attention was never the channel. It was the joins. What happens before the click, what happens after it, and whether the numbers in between describe anything real.
Two years teaching it at a university forced me to make those frameworks explicit, test them, and explain why they work. A room of students does not accept “because it works”. That is a harder standard than most client relationships apply, and it improved the frameworks.
The mountains on this site are not decoration. They are where I go to think, reset and get away from dashboards. I ride off-road motorcycles, I co-founded an adventure tour company in Kosovo, and outside work I am usually looking for the same thing. A road, a mountain, and somewhere with no signal.
If you are spending on growth and you do not fully trust what the numbers are telling you, that is where I start.
Tell me what you are running, what is not adding up, and what you wish you knew. We start there. First call is 30 minutes, and you leave with my honest read on what is worth fixing first, whether or not you hire me.
Book a discovery call