Jan Kulczyński
Google & Meta Ads manager who reports real results, not hype
Life Architect: an early bird that sold out the programme
Life Architect is an international e-commerce and training company running campaigns across Poland, Europe and the US. I worked there on paid ads and analytics, and it's where I learned how much a launch depends on what happens before the doors officially open.
The company was preparing a three-month programme with well-known names in the industry. Before spending the big launch budget, we wanted answers to three questions: does the offer itself sell, how loyal is our audience, and will people buy before they know every detail?
So I designed the launch as a gradual reveal. Phase one was a blind early bird: you could reserve a seat at half price, knowing the programme and that the trainers would be excellent, but without their names. That tested the content and the offer on their own, with no famous faces doing the selling, and it woke up the audience we already had.
Once the early bird proved demand, we started revealing the speakers one by one, with names like Gabor Maté among them, and the price went up with each step until the full programme sold at full price with every detail on the table. Low price and little information at the start, full price and the full picture at the end. I ran the paid campaigns behind every stage.
The 100 early bird spots sold out. The programme filled every seat, and profit beat the forecast by 100k PLN.
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Qunigma: a lead engine instead of a "contact us" button
Qunigma builds AI security for banks and fintechs. The people they sell to are CISOs and risk officers at European financial institutions: careful, busy, and allergic to sales pitches. A "book a demo" button doesn't move them.
Before writing a single line of copy, I ran a psychographic study of that buyer across 15 dimensions: what they fear, what they have to justify to the board, what regulation keeps them up at night (DORA, the EU AI Act, NIS2). The answer shaped everything else.
Instead of asking for a meeting, the site gives them something useful first. I designed four interactive self-assessment tools: a DORA gap analysis, an AI security readiness check, a technical specification for CTOs and a regulatory exposure calculator. A risk officer can get a real answer about their own bank in a few minutes, and the calculator writes the lead straight into the CRM through a serverless webhook.
Underneath it, I set up Google Tag Manager and GA4 from scratch, and structured the content (schema markup, an llms.txt file, articles in Polish and English) so the site can be found both by search engines and by AI assistants, which is increasingly where this kind of buyer starts their research.
I work on this hands-on with the engineering co-founder: we spec growth features together and ship them.
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RITS Center: taking a Warsaw tech company to the US.
RITS Center started as a body-leasing company in Warsaw. Around the time I joined, they began building their own products: AI automation, RAG and LLM solutions, and a few smaller initiatives. Those landed on my desk, together with a target market none of us was physically in: the United States.
There was no US pipeline, no US brand awareness and no playbook. So I built it piece by piece: positioning for the US buyer, a landing page, lead capture, a calendar and a CRM, so that every conversation had somewhere to go. Day to day I was coordinating a PR agency, an SEO agency, a performance agency, our people in the US and our sales team, and regularly stepping in for the marketing manager.
The biggest bets were two events, both organised remotely from Warsaw. The first ran during New York Fintech Week, the second in Austin with the Las Colinas Chamber of Commerce. The hardest part wasn't the content, it was the logistics: finding and booking the right venue in a city I wasn't in, and running everything around it from a different time zone.
New York brought in 12+ qualified leads among fintech CTOs and CFOs. Austin turned into several solid partnerships. Not bad for events run by someone who never set foot in the room.
What I took from RITS: early on I asked to be part of designing the services, not just promoting them. It's much easier to sell something you helped shape
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Drivers Lab: the conversions that weren't conversions
Drivers Lab is a motorsport driver development group based in Dubai, with a simulator centre in Motor City, a racing driver management brand and two more businesses under the same roof. Four brands, one small team, and a founder, Dan Wells, who wanted one simple thing from his ads: to know what they bring in.
When I joined, the dashboards looked healthy. Google Ads was reporting form conversions every week. The problem was that the business wasn't seeing those forms.
I went through the tags one by one to find out why. On the driver management site, the "form submission" conversion was firing when someone clicked a link with the word "Apply", before they had typed a single letter. The reports were counting people who clicked a button, not people who enquired. On the main Drivers Lab site it was worse: the domain had been switched to a new website version, and that version had no tracking at all. For four weeks, every visitor from paid ads simply disappeared.
I rebuilt the setup in Google Tag Manager and GA4, tied conversions to the real form submissions, checked every reported number against the actual enquiries before putting it in a report, and only then went back to optimising Google Ads (Search and Performance Max). I also set up a daily agent that audits the accounts every morning, so a silent break like this gets caught in a day, not a month.
On the driver management brand, form enquiries grew 7.6x year on year.
The part I'm proudest of is what Dan wrote afterwards: "He'd rather give a conservative figure he can stand behind than an impressive one he can't. It means I can actually make decisions off his reporting."
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