About

I'm Kasia Bauer. I've been doing digital marketing since 2006 — back when Google Ads was still called AdWords and "data-driven" meant exporting a CSV once a month.

Over 18 years I've managed ad budgets totaling over 80M PLN across 12 countries. I've worked with startups burning through their first budgets and with enterprise e-commerce spending 300k+ PLN a month. The scale changed, but the approach stayed the same: understand the data, build the system, then let it scale.

I'm not an agency. I'm an independent consultant based in Poland, working with international clients. I don't sell campaigns — I build the infrastructure that makes campaigns work long-term.

How I got here

I started in 2006, managing small AdWords campaigns and learning SEO by trial and error. There were no fancy tools, no automation platforms — just spreadsheets, manual bid adjustments, and a lot of curiosity about what makes people click.

Over the years, the campaigns grew. Small accounts turned into multi-country operations with six-figure monthly budgets. I went from optimizing individual keywords to designing account structures across markets — Poland, Germany, the UK, the Nordics, and beyond.

Somewhere along the way, I got frustrated with repetitive tasks. So I learned to code. First Google Ads Scripts, then Python, then JavaScript. Not to become a developer — but because I wanted to automate the boring parts and spend more time on strategy.

That changed how I work. I started building custom dashboards connecting GA4 and BigQuery, writing scripts that caught budget anomalies before they became problems, creating automated reporting that saved hours every week. Marketing plus engineering — that's where things got interesting.

More recently, I've become obsessed with AI — specifically using tools like Claude Code and LLMs to build marketing tools and automations that would have taken months before. I'm building things now in days that I couldn't have imagined building a year ago. This website, for example, was built entirely with AI-assisted development.

How I work

I think in systems, not tactics. When I look at a marketing setup, I don't see a list of campaigns — I see data flows, feedback loops, and leverage points. My approach is always the same: analyze the full picture, find the bottlenecks, build processes that scale.

I combine marketing expertise with an engineering mindset. That means data-driven decisions, automation-first thinking, and custom solutions when off-the-shelf tools fall short. Every recommendation is backed by data. Every change is measurable.

See my services →

Why a blog?

I write because I like documenting what I test, what works, and what's BS in the industry. Performance marketing changes fast — AI, automation, new platforms. The blog is where I share insights without a sales pitch.

You'll find practical use cases here, not theoretical musings. Everything I describe — I test on live systems (mine or my clients').