About · Document PA-OPS-1 · Rev. 2026-08
Company operating manual
Other agencies write founding stories. We keep an operating document, because that's the sort of company this is. Everything worth knowing about Pilotads fits in four numbered sections.
1.0 · PURPOSE
Pilotads B.V. exists to run Google Ads accounts the way pilots run aircraft: from a written checklist, never from mood. The company was founded after 140+ independent audits kept finding the same preventable leaks, and it stays at three people so the people you meet are the people in the account.
2.0 · OPERATING LIMITS
We fly inside these numbers. Outside them, we say no in the first reply and suggest a cheaper path.
| Monthly ad spend accepted | €3,000 – €120,000 |
|---|---|
| Business model | B2B only. We refer B2C retail out. |
| Working languages | English and Dutch |
| Verticals refused | Gambling, crypto trading, lead resellers |
| Reply time | Within five business days, usually faster |
| Performance target | A CPA target agreed in writing, reported monthly |
3.0 · CREW ROSTER
Three seats, no account managers, and a declared limitation for each of us, because a crew that claims no weaknesses is hiding them.
Jorren Vandermeer
Founder & Principal · Amsterdam
- Certifications
- Google Ads Certified · 12 years in paid search · 140+ accounts audited
- Instrument time
- ≈9,400 hrs in Google Ads Editor
- Strong at
- Waste audits; finding the leak in week one
- Declared limitation
- Video creative. We refer it out rather than fake it.
Ines Beltrán
Senior Google Ads Strategist · Rotterdam
- Certifications
- Google Ads Certified · Microsoft Advertising Certified · 8 years managing B2B search
- Instrument time
- ≈6,100 hrs in Google Ads Editor
- Strong at
- B2B search structure and bid strategy
- Declared limitation
- Copywriting outside EN/NL. Native writers only.
Femke de Ruiter
Measurement & Compliance Analyst · Utrecht
- Certifications
- GA4 and Google Tag Manager specialist · 6 years in web analytics
- Instrument time
- ≈3,800 hrs in GA4 / Tag Manager
- Strong at
- Consent Mode v2, server-side tagging, GA4 forensics
- Declared limitation
- Creative strategy. She measures it; she doesn't write it.
- Google Ads Certified strategists
- Microsoft Advertising Certified
- GA4 + server-side tagging in-house
4.0 · HIRING FILTER
The third seat took eleven months to fill: 41 candidates interviewed, four trial audits commissioned, one hire. The test hasn't changed since: audit a deliberately broken account and write the findings so a CFO can act on them. Most candidates find the leaks; few can write them down. When a fourth seat opens, this section will say so before any job board does.
5.0 · STANDING ORDERS
- · Search terms reviewed weekly on every account, logged, no exceptions
- · Consent Mode v2 verified before any bidding change in the EEA
- · Change logs in plain language, readable by non-specialists
- · The account lives in your Google Ads login; you keep everything if we part
- · Mechanics documented on the service pages, applied in the teardowns
Section 6.0 would be you
Your first reply comes from Jorren, Ines, or Femke, with a straight answer about fit against section 2.0.
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