Google Ads × Behavioural Psychology
Mind
the click.
I catch each person's attention at the right moment: when they're about to decide.
I use consumer psychology applied to advertising. Your competitors have the same Google algorithms, not the same message: every campaign I run starts from a specific cognitive bias, gets tested, and only what sells gets the budget.
Free audit, no commitment. I reply personally.
- years of experience
- 7
- in ad spend managed every year
- $4M
- clients worked with
- ~100
The problem
Why so many Google Ads accounts stop growing
Broken tracking
If conversions aren't tracked properly, Google optimises on the wrong signals. And you make decisions on numbers that aren't true.
Decisions without enough data
An ad gets switched off after a few days, or kept just because it seems to work. Without enough data every choice is a gamble, and the budget drains away.
Little basic strategy
Campaigns launched without a plan: no clear structure and no hypothesis to test. Headlines and images get swapped at random, and when an ad wins nobody knows why.
The creative side forgotten
Smart Bidding and Performance Max are the same for everyone. The message is what makes the difference, but it's often the last thing anyone thinks about.
First case study
The cordless blower: from one message to four reasons to buy it
An e-commerce store selling a cordless blower in the United States, Canada, Australia and the United Kingdom.
When I took on the account, in April 2025, every campaign said the same thing: a powerful blower, but with no clear purpose. By studying the searches I found out what people really wanted it for: drying their car, clearing leaves from the garden, getting rid of snow.
So I gave each use its own message. Each use comes from a different need, and each need responds to a different bias.
Read the full case study →What people were searching for on Google
- 1Turbo
- 2Car
- 3Leaves
- 4Snow
this changed everything
Method
A data-driven approach, guided by behavioural science
The numbers tell me what works. Behavioural science tells me what's worth trying.
- 01
I study the searches
I analyse what people search for and what the market really asks for, leaving out what isn't useful.
- 02
I pick the biases
For each angle I choose the psychological principles that fit best and test at least 4 or 5 of them, in different asset groups or ad groups.
- 03
One landing page per angle
Whenever possible, I have landing pages built for that angle alone, so the ad and the page say the same thing.
- 04
I wait for the data, then scale
I only decide once there's enough data. Budget goes to what sells, the rest gets switched off.
I spend a lot of time reading books on behavioural psychology and cognitive biases, to train lateral thinking. And yes, the best ideas sometimes come on a walk.
Bias lab
How a bias becomes an ad
Tap a card to see a sample headline for the blower.
Sample headlines written to explain each principle.
Results
Now the numbers, with context
Three accounts, three very different products, the same method. Open a case to read the full story.
E-commerce · Cordless tools
Period: Apr 2025 – today
The cordless mini blower everyone wanted for their car
At the start there was a single message: a powerful blower with no clear purpose. By studying the searches it became the blower for cars, for leaves and for snow, each with its own message and its own bias.
- Ad spend managed, Apr 2025 to today
- $1.11M
- Sales generated
- $3.72M
- Return
- 3.34x
- Non-brand return
- 2.29x
E-commerce · Apparel and mental health
Period: Jun 2025 – today
The hoodie that talks to the person behind you
Hoodies and tees with a kind message on the back. I split the campaigns by message and by moment of the year, from the autumn collection to Mental Health Awareness Month, and prepared Black Friday, Christmas and Valentine's Day in good time.
- Total spend
- $1.62M
- Sales generated
- $4.39M
- Return
- 2.70x
- Clicks
- 830K
E-commerce · Jewellery
Period: Mar 2026 – today
The '90s bracelet everyone buys for a different reason
A link charm bracelet, the one everyone wore in the '90s. I split the campaigns by the reason people buy it: a trip, an initial, a flag, an occasion.
- Spend Mar – Oct 2026
- $592K
- Sales generated
- $1.63M
- Return
- 2.75x
- Clicks
- 483K
One asset group, one bias
On the blower account every Performance Max asset group tested a single psychological principle. That shows which message sells, not just which ad.
Blower: ROAS by bias tested
ROAS
- Bandwagon effect← the strongest2.91x$12.5k spend
- Negativity bias2.78x$14.2k spend
- Benefit framing2.62x$88.3k spend
- Scarcity2.51x$7.4k spend
- In-group bias + social proof2.46x$22.2k spend
- Urgency2.41x$12.4k spend
- Curiosity gap2.40x$6.4k spend
- Ambiguity aversion2.33x$15.5k spend
Services
What I can do for you
Google Ads management
Search, Shopping and Performance Max, set up and optimised through consumer-psychology-led testing.
Google Merchant Center feeds
Titles, attributes, disapprovals and errors that hold back Shopping and PMax, fixed at the root.
Clear reporting
Reports that make sense outside Google Ads, with the numbers that matter and the next moves.
AI-made images
Creatives generated and refined with AI, each one designed around a specific psychological angle.
Consumer behaviour
Analysis of how your customers choose, to shape messaging, offers and landing pages.
Who it's for
We'll work well together if…
It's for you if
- you run an e-commerce store spending between €/$20,000 and €/$150,000 a month on Google Ads
- you sell in Europe or the United States
- you want to know why an ad wins, not just that it won
- you're ready to test new angles on your product
It's not for you if
- you just need someone to keep the campaigns switched on
- you want results without running tests
- you have no reliable conversion tracking and don't want to fix it
About
Psychology first, then marketing
I hold a degree in Psychological Science, studied entirely in English, followed by a master's in International Marketing Management with Consumer Psychology in Edinburgh.
For 7 years I've been bringing that training into Google Ads. Today I manage around $4 million in ad spend a year and have worked with around a hundred clients.
Ad platforms optimise on the signals they receive: my job is to feed them messages that speak to how people think and decide.
yes, I studied biases in books before using them in ads
- Degree
- Psychological Science
- Master's, Edinburgh
- International Marketing Management with Consumer Psychology
- Experience
- 7 years, around 100 clients, $4M in ad spend a year
- Working languages
- Italian, English
FAQ
Before you write
What budgets do you work with?
E-commerce stores investing €/$20,000 to €/$150,000 a month in Google Ads.
How do we start?
You give me access to your Google Ads account and I run a free first audit, with the next steps to take. Then, if you like what you see, I send you a proposal to work together.
Do you work with clients outside Italy?
Yes. I work in Italian and English, with companies in Europe, the United States, Canada and Australia.
Do you handle the Merchant Center feed too?
Yes. A well-kept feed is the foundation of Shopping and Performance Max, and it's often the first thing I fix.
Contact
Which bias is your account using?
Send me a couple of lines about your business and current budget. Then you give me access to the account and I prepare a free first audit, with the next steps.
Send me an email →