Interview With Casper (Google Ads Expert)

1) Where were you born and raised? Also tell us something unique about yourself.

I was born and raised in Amsterdam, the Netherlands. In my free time, I create street art with spray paint on legal walls around the city.

2) What got you interested in marketing and what was your journey?

Marketing has always felt like the most exciting field—a place where business and creativity intersect. After studying Business Administration and completing my Master’s in Marketing, I began searching for marketing roles and landed in a Growth Hacking traineeship. This opportunity placed me in a fast-growing digital marketing agency in Amsterdam, where I immersed myself in the world of online marketing. After five years, I decided to start my freelance journey as a Google Ads specialist.

3) What skills and industry do you specialize in?

I specialize primarily in Google Ads strategy and setting up tracking through Google Tag Manager. I’ve worked with a wide range of clients, from e-commerce to lead generation.

4) What is your best soft skill?

Is 'teaching' considered a soft skill? If so, then definitely teaching!

5) What softwares and tools do you use regularly?

Google Ads, (s)Google Tag Manager, GA4, ProfitMetrics, SEMrush, Meta Ads, ChatGPT, N8N, Notion and Billy Grace.

6) What are your goals for the next year and into the future?

I want to strengthen my presence on LinkedIn and grow the Digital Growth Collective. I also aspire to create powerful Google Ads scripts.

7) What has been the hardest thing you dealt with in your career path?

Leaving the agency wasn’t easy. Telling the bosses I’d bonded with over five amazing years that I was moving on to freelance felt really tough. I had this huge sense of responsibility toward the team, and the idea of leaving them behind was honestly pretty scary. But I knew it was time for a new adventure, and I’m so relieved and happy I took the leap.

8) What is the biggest mistake you made that you want others to avoid?

When mistakes happen or performance falls behind target, avoiding these conversations with clients only makes things harder. In the end, you’re defined not just by your results but by how you handle situations. Skipping difficult topics puts you in an even more awkward spot if the client has to bring them up. Always be proactive—in good times and bad.

9) Who are your favorite people in the industry that you follow?

John Moran , Ruben Runneboom , Miles McNair , Bob Meijer , Nils Rooijmans and Mike Rhodes ?? .

10) Who has had the biggest influence on your career to date?

My previous bosses, Akke Pennin and Leon Winkes, didn’t just teach me how to be a good marketer and consultant—they also shared philosophies like Covey's 7 Habits. Think win-win is something that really stuck with me and still guides a lot of my decisions.

11) What has been your favorite course that you taken and why?

For me, it was the Growth Hacking Traineeship from The Talent Institute. Learning to have a growth mindset has helped me not only in making business decisions but also in 'growth hacking' my personal life—like what I eat and how I spend my time.

12) What would you tell yourself or someone who is just starting out in marketing?

1. It’s okay to admit when you don’t know something – Don’t try to bluff your way through tough questions. Instead, let them know you’ll check on it and follow up. This approach builds far more trust.

2. Not everything clients want is urgent – That performance report doesn’t need to be ready by Friday evening (it’s not like they’ll check it over the weekend). Always ask how urgent something really is and whether it can wait. Most times, they’re fine with a later delivery.

3. Choose a specific niche to excel in (a platform or industry) – Having a general knowledge base is helpful, but you can’t specialize in everything. As a generalist, you may get overlooked compared to those known as experts in a particular area.

13) If the entire world was listening to you, what would you have to say?

Don’t put off your dreams for some future date if you have the time, energy, and resources to make them happen now—there’s no guarantee you’ll have the chance later.

14) Where can we find you?

LinkedIn.