PhD mathematician. Top 100 PPC Expert. $770M+ in managed ad spend.
I don't run your ads — I diagnose why they're secretly bleeding money.
Google's algorithm is optimized for one thing: Google's revenue. Every "recommendation" it makes, every "optimization" it suggests, every automation it deploys is engineered to increase your spend — not your profit.
The result: millions of advertisers making decisions based on metrics that are mathematically designed to mislead.
Average CPA hides catastrophic variance. ROAS conflates revenue with profit. Automated bidding converges toward platform revenue, not advertiser margin.
Most advertisers never see it. They optimize the numbers the platform shows them and wonder why growth doesn't reach the bottom line.
A scientific framework for diagnosing hidden profit leaks
in advertising data that standard analytics miss.
Average CPA, average ROAS, average conversion rate — every aggregate metric hides a distribution. 90% of advertisers optimize the mean while the variance silently destroys their margins. Profit Forensics decomposes every metric to find where the real money is — and where it's being burned.
Google earns more when you spend more — not when you earn more. Every automated recommendation, every "optimization score," every Performance Max campaign is engineered to maximize platform revenue. Profit Forensics identifies the exact points where Google's interests diverge from yours.
AI automates tactics. It cannot fix strategy. If your conversion signals are contaminated, your targeting is misframed, or your attribution is flawed — automation will scale your losses faster than any human could. Profit Forensics audits the inputs before the machine optimizes the outputs.
"I've been working with Google Ads for 20 years and I've never seen anything as powerful as Igor's method. His ability to drive down costs while ramping up ROI is unrivaled."
— Rich Schefren, Strategic Profits
"I love the way Igor thinks. Maths, Marketing, and AI — that's an explosive combination! His ability to simplify complexity and provide practical recommendations makes him an indispensable speaker for any conference."
— Conference Organizer
Formalizes the "Linear-Exponential Gap" — the mismatch between exponential market complexity growth and logarithmic human analytical capacity. Introduces a four-stage recursive optimization framework addressing data corruption, inference problems, experimental velocity, and scaling limitations in digital advertising.
Read the full analysis →An information-theoretic framework showing that data processing inequality imposes a hard ceiling on optimization quality when training signals are corrupted. Demonstrates sample complexity increases of 4x to over 100x at observed fraud rates.
Read the full analysis →Get notified when new research is published.
I speak about Profit Forensics, the mathematics of advertising
profitability, and the hidden economics of platform-driven optimization.
Berlin, Germany · Enterprise & In-House
"Why Your Optimization Score Is Optimized Against You"
United Kingdom · PPC Professionals
"The Mathematical Illusions Hiding in Your Google Ads Data"
Bologna, Italy · Digital Marketing
"30x More Conversions Through N-Gram Distribution Analysis"
Chicago, USA · Entrepreneurs
"Profit Forensics: The Science Behind the Spend"
Europe · Search & Digital Marketing
"Global Advertising: What the Data Actually Shows"
Interested in having me speak at your event?
A 60-minute deep analysis of your advertising account through the Profit Forensics lens. I identify the specific mathematical patterns hiding profit in your data — typically uncovering $30,000–$500,000 in annual hidden losses.
Limited availability. Conducted via Zoom. NDA provided upon request.