Liesl

Liesl is a Swiss premium dog-sitting marketplace. For over a year we have built and run their entire performance marketing operation, from the server-side tracking layer to the campaigns, creative, and dashboards, and stayed the founder’s direct line for every marketing decision. We remain their measurement and analytics partner today.

A senior partner who built and runs the whole thing, not a rotating cast of juniors. Here is what that covered.

1. A measurement foundation, end to end

• Built the server-side web tracking stack from zero: GTM, server-side GTM, GA4, Google Ads, Meta CAPI, event deduplication, Enhanced Conversions, and Swiss-compliant consent.
• Extended it to the app across iOS and Android with Adjust and Firebase, passing booking revenue dynamically so bidding and reporting run on real values, not guesses.
• Orchestrated the whole implementation with Liesl’s engineering team: SDK work, partner parameters, event payloads, and a same-origin proxy.
• Found and fixed a revenue-tracking bug that was silently hiding in-app booking value from the ad platforms.

This is the truth layer everything else runs on.

2. The marketing stack, from scratch

• Built the entire paid operation from zero before the app existed: Google and Meta campaigns, cross-domain tracking, CRM integration, and a waitlist funnel that generated early demand and hit the waitlist goal ahead of launch.
• After launch, rebuilt paid search to Excellent Ad Strength across all eight ad groups and migrated bidding to a value-based model that bids on the value of a real booking, not on clicks.

3. Creative at scale, with a design partner

• Produced multiple sets of performance banners with a dedicated design partner: 480 assets in a single sprint, each concept mapped to a specific owner or sitter motivation, on a machine-readable naming system built for automated export.
• A testing-ready creative library, refreshed as campaigns evolved.

4. Reporting the founder actually uses

• Built a live, founder-friendly dashboard that pulls web, app, and backend into one funnel view, so the whole business is visible at a glance, in plain language, not a monthly PDF.

5. The founder’s direct line

• For over a year we have been the CEO’s main point of contact for every marketing question, and plenty beyond it. As Liesl scaled, we stayed on as their measurement and analytics partner and the founder’s independent read on performance.

Clients keep the person they trust.

What Liesl’s CEO said

The project helped us move from intuition-based discussions to evidence-based decisions. We now have a clear, flexible KPI structure that supports our mission to grow responsibly and sustainably.

— Tobi S., CEO, Liesl

Why this matters for you

If you’re an early-stage B2C brand, the temptation is to spend before the measurement is real, then optimize on numbers that were never true. We build the tracking first, fix what’s silently broken, run the campaigns and creative, and report it in a way you’ll actually use, all with one senior person you can reach directly. That’s what a year with Liesl looked like, and it’s how we’d work with you.