Performance Marketing Specialist at Keepme
One-month engagement designing, building and launching Keepme's Google Ads paid search account from scratch — taking it from zero to fully operational.
The Company
What is Keepme?
Keepme is a B2B SaaS AI platform built for multisite fitness operators. Their flagship product, Antares, is an AI sales agent that automates lead response, follow-up and tour/trial bookings — helping gym chains stop lead loss and convert more prospects into members. As a lean, product-led company, they needed a specialist to build their Google Ads paid search infrastructure from scratch.
Visit KeepmeNorth Star Metric (NSM)
My Objective
Brought in as Performance Marketing Specialist for a focused one-month engagement to design, build and implement a complete Google Ads paid search setup — taking the account from zero to fully operational with no prior campaign structure in place. Scope covered account architecture, keyword and negative strategy, ad copy, audiences, UTM taxonomy, event tracking and full operational documentation handover.
Optimised Metrics
Results
Execution
Tasks & Responsibilities
Tasks
- 1Design the full Google Ads paid search account structure — campaign architecture, ad group segmentation, keyword strategy and match type selection aligned to Keepme's ICP and Antares' positioning.
- 2Research and build comprehensive keyword lists across all funnel stages, plus an extensive negative keyword framework to protect budget efficiency.
- 3Write and structure all ad copy across campaigns and ad groups, ensuring alignment with landing pages and Antares' value proposition.
- 4Define and configure audience segments within Google Ads for remarketing and audience observation layers.
- 5Implement a full UTM tracking taxonomy across all campaigns for clean, consistent attribution in downstream analytics.
- 6Set up and validate event tracking to capture key conversion actions from day one.
- 7Produce complete campaign documentation covering structure, naming conventions, keyword rationale, tracking setup and operational guidelines.
Responsibilities
- 1Responsible for designing and shipping the Google Ads paid search account from zero.
- 2Responsible for the keyword, negative keyword and ad copy strategy aligned to ICP and product positioning.
- 3Responsible for UTM taxonomy and event tracking setup powering attribution.
- 4Responsible for handover documentation enabling the internal team to manage and scale the account independently.
Transparency
Successes & Failures
Successes
Failures
Marketing Areas
Areas at Keepme
Paid Search
Google Ads account architecture, keyword strategy, match types and negative keyword framework.
Ad Copywriting
Ad copy aligned with landing pages and Antares' value proposition across campaigns and ad groups.
Audiences
Remarketing and audience observation layers configured inside Google Ads.
Tracking & Attribution
Full UTM taxonomy and event tracking validated end-to-end.
Documentation
Operational playbook covering structure, naming conventions, keyword rationale and tracking setup.
Marketing Technology Stack
Tools at Keepme
Time Commitment
Time at Keepme
Focused one-month remote engagement working with Keepme's team in London. Daily async collaboration via Slack and structured weekly syncs to align account build with product positioning and GTM priorities.
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