SEM & Paid Media

Increase visibility, traffic, and conversions with the SEM digital advertising strategy on Google Ads and social media.

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Coordinated strategic investment to maximize profitability

Investing in paid campaigns without a clear roadmap often results in wasted budgets and a cost per acquisition (CPA) that compromises your business's profitability. Many companies suffer from superficial tactical management where agencies report vanity metrics, such as clicks or impressions, ignoring the true return on investment (ROI). 

Furthermore, SEM campaigns often compete directly with your existing SEO traffic, leading to unnecessary resource cannibalization due to a lack of strategic coordination. Without rigorous data monitoring and continuous optimization, your paid media campaigns become an opaque expense that is difficult to scale and justify to management.

Profitable and strategic acquisition

My focus on SEM & paid media It's not just about the technical setup of ads; it's about strategic acceleration designed to maximize every euro of your budget. As a senior consultant, I design and oversee comprehensive campaigns across Google Ads (Search, Shopping, Display) and Social Ads (Meta, LinkedIn, TikTok), ensuring that paid traffic perfectly complements your organic strategy.

My methodology is based on absolute transparency and complete alignment with your revenue goals. I use advanced analytics to identify the channels and audiences with the greatest conversion potential, eliminating unnecessary spending and adjusting bids based on the actual profitability of each lead. By integrating my vision and expertise, I transform your advertising investment into a predictable and scalable lead generation system, allowing your brand to grow confidently in competitive markets.

Why choose me to audit your strategy?

  • Real SEO-SEM Synergy: I leverage my 20 years of SEO expertise to make your paid campaigns cheaper and more efficient by improving your Quality Score and technical relevance.
  • P&L-oriented approach: I don't manage campaigns to spend budget, but to generate net profit, analyzing the impact of each ad on your profit and loss statement.
  • Transparency and control: You retain full ownership of your accounts and data; my value lies in the strategic intelligence I apply to optimize them.
  • Multi-channel experience: I coordinate your presence on various platforms so that the message is consistent and the user progresses through the sales funnel to the final conversion.
  • Native international strategy: Expert optimization to scale your presence in Southern European markets with a bicultural (IT/ES) approach, plus the ability to manage campaigns in English-speaking markets.
  • Data-driven decisions: The changes applied to the campaigns will always be dictated by the constant analysis of the data, in order to maximize performance and optimize the budget.

Investment audit and channel allocation

I analyze your current campaigns to identify budget leaks and optimization opportunities within your paid account structure. I evaluate the quality of your conversion data and attribution model, ensuring that every euro invested is accurately tracked toward real profit.

Strategic planning and SEO-SEM integration

I design a paid advertising strategy that complements your organic visibility, avoiding cannibalization and maximizing reach for the most profitable search terms. I define audiences, segmentations, and creative assets aligned with the sales funnel, optimizing your investment to capture the highest quality leads possible.

Active management, A/B testing, and optimization

I run and monitor campaigns daily, constantly testing ads and landing pages to improve CTR and reduce CPA. I apply bid adjustments and artificial intelligence to scale what works, eliminating unnecessary spending in real time and ensuring maximum efficiency.

Profitability (ROAS) and scalability dashboard

I deliver clear reports focused on return on advertising investment and sustained growth in your sales or lead generation. Together, we analyze the results to determine budget scaling, transforming paid media into a predictable channel that accelerates the overall growth of your business.

Customer reviews

Mandala Creative Studio
Mandala Creative Studio
We are very satisfied with Paolo Dossena's SEO optimization work for our marketing agency, Mandala Creative Studio. His professionalism, efficiency, and in-depth knowledge of web positioning are generating excellent results. Furthermore, his friendly and approachable manner ensures smooth and effective communication. We wholeheartedly recommend his services.
Susana
Susana
I'm very happy with the service provided by Paolo. Hiring him as our SEO consultant in Barcelona was the right decision. He's attentive, efficient, and provides excellent customer service. He finds solutions for all the problems we've encountered due to having a rather outdated website. I definitely recommend him.
Elias Ferreres
Elias Ferreres
Paolo has been our SEO consultant for over a year now, and everything has been fantastic. We've seen a huge increase in website traffic and have been growing steadily. Highly recommended.
Ricardo Pérez
Ricardo Pérez
Paolo is incredibly professional, delivering high-quality work that gets results. He's also quick to respond and always there to help whenever you have a question.
Gonzalo Molina
Gonzalo Molina
Professional with extensive experience in online marketing consulting, specializing in SEO, PPC and social media.
Agnese Miselli
Agnese Miselli
I had the opportunity and good fortune to work with Paolo at two companies (Floraqueen and Leadtech). He is an excellent professional with a wealth of knowledge and a great passion for SEO. He is always up-to-date on the latest developments and readily available to share his expertise and apply it in every way.
Rafael Ruiz
Rafael Ruiz
Organized, results-oriented, and creative. These are highly valued qualities for any professional today, but the most valuable, and something Paolo excels at, is emotional intelligence. He knows how to manage a team and make them feel valued, which is reflected in their productivity. On the operational side, his experience and resume speak for themselves: high-quality online marketing.
Victor Fernandez
Victor Fernandez
Working with Paolo was great. He has a deep understanding of SEO and SEM techniques and strategies. His professional skills are complemented by his excellent attitude and teamwork abilities.
Dovidena del Campo
Dovidena del Campo
Working with Paolo has been a true pleasure: he's kind, intelligent, and above all, highly professional. His knowledge of organic search engine optimization is extensive, and he has helped me on numerous occasions to optimize my social media presence. Paolo understands the importance of the relationship between SEO and social media, and he has consistently demonstrated this to me with a constructive attitude on every project we've collaborated on.
Davide Nicolucci
Davide Nicolucci
Paolo is highly competent and professional, possessing a wide range of SEO skills and knowledge. I've worked with him on various projects to achieve optimal SEO and social media results, learning a great deal in a relatively short time. He's full of practical advice and insights. Furthermore, he's very pleasant and easy to work with. Thank you.
Victor Lopez
Victor Lopez
We shared tasks between the SEO and technical departments. I have to say he was very easy to work with because he had technical knowledge, and when it came to applying SEO techniques, his expertise in certain areas beyond SEO was invaluable to us. Furthermore, many of these SEO techniques were focused on increasing website traffic and, therefore, having a positive impact on conversions.
César Solaz
César Solaz
With his extensive knowledge of online marketing and e-commerce, Paolo's SEO management for Groupalia has had a considerable impact on the business. It's not easy to find a professional with his same balance of technical and business expertise.
Jesus Carpintero
Jesus Carpintero
Working with Paolo is fantastic. Through his collaboration, I discovered a highly experienced individual with a deep understanding of integrating SEO and IT solutions. Paolo is an excellent technical SEO specialist capable of handling even the most demanding projects. He consistently demonstrates solid expertise across multiple areas. If you ever need someone who performs under pressure, delivers flawless results, and consistently performs well, Paolo is your man!
Xavi López Puig
Xavi López Puig
Paolo has given us the precise and necessary guidance to give Groupalia mobile a real boost with organic positioning, both for our mSite (SEO) and for our apps (ASO - App Store Optimization). He's always up-to-date on SEO strategies and on top of that, he continuously monitors and evaluates results.
Martin Gonzalez Vazquez
Martin Gonzalez Vazquez
Paolo is a highly professional, goal-oriented individual with excellent communication skills. His in-depth knowledge and expertise in SEO strategies make him a very well-rounded SEO specialist. During our time together at Mecalux, he was proactive, friendly, an excellent colleague, and a great team player.
Michael Freeman
Michael Freeman
Paolo is an SEO expert with a lot of energy and enthusiasm. He's up-to-date on the latest trends in the search marketing market and has great ideas on how to build and strengthen any company's search engine presence.
Ricard Menor
Ricard Menor
Paolo perfectly balances technical and content SEO. He stands out for his autonomy, consistency, and proactive approach to difficult challenges. He is trilingual (Italian, Spanish, and English) and an invaluable collaborator. After working together at Budgetplaces, I continue to rely on him for my projects because of his approachability and professionalism.
Erik González Larsson
Erik González Larsson
Paolo has a highly technical SEO background and a thorough understanding of all aspects of web positioning, both on-page and off-page. He also knows how to focus on what's truly important, organizing tasks effectively to concentrate on the core business objectives.
Fernando Constantino
Fernando Constantino
During my time working with Paolo at BudgetPlaces, I saw him as a highly qualified professional who also fostered a positive team environment. In the following years, Paolo's expertise in SEO made him a professional I would recommend for any online marketing management position, particularly in SEO, for medium-sized or large companies.
Tharien Pieterse
Tharien Pieterse
In just four months working together, Paolo stood out for his innovation, teamwork, and passion for SEO. His approach goes beyond the technical aspects: he seamlessly integrates SEO with content, social media, and affiliate marketing. He's the ideal specialist if you're looking for someone who can collaborate closely with other marketing and creative departments.
Blanca Draper Mallen
Blanca Draper Mallen
It has been a pleasure working with and learning from Paolo. He is an excellent SEO professional and has perfectly demonstrated this by making Groupalia a more optimized e-commerce site through the creation of strategic content tailored to each of Groupalia's pages, with the goal of generating more traffic on both web and mobile devices. Throughout our collaboration, he has helped me to best implement SEO in my designs, making them much more usable and flexible, and thus achieving a significantly higher conversion rate.
Jac Van Ommen
Jac Van Ommen
Although Paolo only worked as SEO manager for a short time, we greatly appreciate his contributions to our company. He is highly skilled in SEO and leading a team of consultants, and he was very adept at managing client expectations. In addition to his professional abilities, he is a warm, humorous, and creative person. It was Paolo's own decision to take the next step in his career. We wish him all the best!

Frequently Asked Questions

On which platforms do you manage advertising?

I specialize in the highest impact channels for B2B and e-commerce growth: Google Ads (including YouTube and Shopping), Meta Ads, LinkedIn Ads, and TikTok Ads, adapting the choice of channel to where your target audience is actually located.

I perform ongoing cross-analysis between Search Console and Ads accounts. If your website already ranks organically for a high-profitability, low-competition search term, we reallocate that paid budget to terms where you don't yet have visibility or to campaigns aimed at outperforming the competition.

No. Advertising investment is always paid directly to the platform (Google, Meta, etc.) so you maintain full control and ownership of your data. My fee is exclusively for consulting, management, and strategic optimization of the accounts.

Yes. My bilingual profile and experience in international markets allow me to create, translate, and optimize campaigns specifically for Spanish, English, and Italian-speaking markets, understanding the cultural and search nuances of each country.

You'll receive customized, automated dashboards that show the KPIs that really matter to your business: cost per lead, conversion rate, and return on ad spend (ROAS), along with my monthly strategic analysis.

Optimize your advertising investment now

Contact me