Kiril Ivanov

Managing Director & Performance Lead

Kiril leads strategy and execution at TwoSquares, combining technical engineering backgrounds with advanced performance marketing. Specialising in programmatic SEO, Google Ads scripting (API), and full-funnel paid media architecture, he builds systems that turn search visibility into measurable revenue for UK brands.

Articles

Years Experience

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Areas of Expertise

Paid Media & Demand Capture

•Google Ads account architecture
•Meta Ads funnel structuring
•Audience strategy & intent mapping
•Creative and landing-page alignment

Lifecycle & CRM Growth

•Email marketing automation
•Segmentation and lead nurturing
•Reactivation and retention strategy
•Pipeline-friendly reporting

Conversion & Experience (CRO)

•Landing page optimisation
•Offer and CTA testing
•Lead quality improvements
•Experimentation frameworks

Analytics & Measurement

•GA4 strategy and dashboards
•Conversion tracking and attribution
•Performance benchmarking
•Decision-focused reporting

Published Articles

86 articles

PPC8 June 202636 min read

Best Paid Ads Channels for Ecommerce Brands in 2026

We reviewed ecommerce and operator insights on Meta Ads, Google Shopping, TikTok, Amazon Sponsored Products, Pinterest, email, SMS and product-page performance ...

#PPC#Ecommerce#Google Shopping#Meta Ads#TikTok Ads

PPC7 June 202638 min read

Best Paid Ads Channels for B2B Service Businesses in 2026

A practical analysis of 24 selected responses from founders, operators and marketers on whether Google Search, LinkedIn Ads, Meta Ads or Local Services Ads driv...

#PPC#B2B Marketing#Google Ads#LinkedIn Ads#Meta Ads

SEO7 June 202634 min read

23 SEO Tactics Still Improving Rankings in 2026

A practical analysis of 23 selected SEO responses from founders, operators, marketers and SEO specialists, covering content refreshes, search intent, internal l...

#SEO#AI Search#Content Strategy#Local SEO#Technical SEO

PPC2 June 202630 min read

46 Google Ads Strategy Tests Worth Considering in 2026

An in-depth analysis of 46 active Google Ads accounts across agencies, founders, marketers, and business operators, detailing strategies for intent-led search, ...

#Google Ads#PPC#Performance Max#Marketing Strategy#B2B Marketing

Paid Social29 May 20268 min read

Tattoo Studio Paid Social: Generating Bookings via Instagram DM Ads

A case study-led guide on how tattoo studios can use click-to-messenger Instagram Ads, organic post audits, and greeting templates to drive bookings at low CPL.

#Tattoo Ads#Instagram Ads#Paid Social#Tattoo Bookings#Meta Ads

PPC29 May 20268 min read

Tattoo Studio Marketing: Fully Booked Artist Calendars

A case study-led guide on how tattoo websites, local SEO, and Google Maps ads can drive low-cost CPCs to keep artists calendars fully booked.

#Tattoo Ads#Tattoo Websites#Google Maps Ads#Local SEO#Tattoo Studio Ads

SEO18 April 202613 min read

Technical SEO in 2026: What Still Matters and What's Become Noise

Crawlability, indexing, Core Web Vitals, structured data - some of these still move the needle. Others have become checkbox exercises. Here's how to tell the di...

#Technical SEO#SEO Strategy#Core Web Vitals#Crawlability#Indexing

PPC17 April 202611 min read

Google Ads Quality Score: What It Actually Affects and How to Improve It

Quality Score is one of the most misunderstood metrics in Google Ads. Here's what it really controls, what it doesn't, and where to focus your energy.

#Google Ads#PPC#Quality Score#Ad Rank#Performance Marketing

GEO16 April 202640 min read

How AI Is Changing the Way Customers Discover Businesses

AI customer discovery is changing how brands get found, how search works, and why fewer clicks can still produce better leads.

#GEO#AI Search#AI Customer Discovery#SEO Strategy#Answer Engines

PPC Strategy7 April 202614 min read

How to Use Paid Media Benchmarks Without Making Bad Decisions

Benchmarks are useful context, not operating instructions. Learn how to interpret CTR, CPC, CVR, and CPA benchmarks properly across Google Ads, Meta, and Linked...

#Paid Media Benchmarks#PPC Strategy#Google Ads#Meta Ads#LinkedIn Ads

Strategy23 March 20268 min read

Why We Built HotelsSEO.com

HotelsSEO.com was built because generic marketing advice rarely fits how hotels actually win direct bookings. This is the thinking behind the launch.

#Hotel Marketing#Hospitality SEO#Direct Bookings#Travel Marketing#SEO

Strategy22 March 202628 min read

What Drives Customers in 2026?

We asked 77 business owners and senior leaders which marketing channel currently brings them the most customers. Their answers show a clear pattern: the best ch...

#Customer Acquisition#Marketing Strategy#SEO#Referrals#Local SEO

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