“I run three companies and have measured $770M of other people's decisions. The confident ones are usually the unmeasured ones, AI too.”
Ask a business owner how they know something works and you usually get a feeling. My job is to measure the feeling.
I run three businesses: an agency, a UK consulting practice, and the largest Google Ads school in Ukraine, with 4,000 people trained. Before that I spent eight years teaching mathematical modelling at Kyiv Polytechnic. In 2022 I moved to Manchester and started again in a market where the same click costs ten to a hundred times more, and where narrow expertise reads as authority instead of freelancing. The second difference changed my business model more than the first.
Advertising is where I get my data, because it is the one place a company's beliefs get billed every week. Across $770M in budgets and 2,000+ audits: the campaign that looks best is usually the least profitable one, and automated bidding hit its promised target in about a third of the 1,950 campaigns I checked.
The same argument is now open about AI. I run my own decisions through a council of seven AI models and keep score of where it helps and where the cost quietly moves elsewhere. Outside evidence agrees: when a lab put a stopwatch on it, experienced engineers were 19% slower while believing they were 20% faster.
The receipts
PhD in mathematical modelling, 200+ papers, 55 patents. 6th in the 2026 Top-50 Most Influential PPC Experts. Amazon #1 New Release. UK Global Talent. Hero Conf and Adworld Experience.
Bring one assumption your audience acts on and I will show where the evidence supports it, where it breaks, and what changes on Monday.
Best Google Ads Course 2024. Find budget drain spots in Google Ads using ready-made step-by-step tools.
What I didn’t expect was someone who could look at a Google Ads account and find the profit leaks like he had heat vision.
