Growth strategy and marketing operations for B2B companies.
I work hands-on with a small portfolio of European B2B companies. I build their acquisition engines, run their paid campaigns, and automate the reporting behind them — through my own internal application, Bap Ads Reporting.
Get in touch About the applicationBap Ads Reporting
The internal application behind my paid-search work, hosted at bap.report. Built, owned and operated by me, Baptiste Lilles.
An internal reporting & audit tool
Bap Ads Reporting pulls performance data from the Google Ads accounts I manage for my clients and turns it into recurring audits and reports. It is not a public product: there is no sign-up, and it is used only by me, for my own advisory engagements.
Audits, reports, no blind automation
Search-term and keyword audits, negative-keyword hygiene, campaign structure checks and budget efficiency reports. The tool reads the data; any campaign change is reviewed and applied by me.
Client-authorised, revocable
It accesses a client's Google Ads account only after that client explicitly authorises it, under a written advisory engagement. The client can revoke that access at any time, directly in their Google account.
Privacy and terms
How Bap Ads Reporting handles data is set out in the Privacy Policy and the Terms of Use, including compliance with the Google API Services User Data Policy.
Services
Advisory plus execution. I don't hand over slide decks and leave. I build and run the systems with your team.
Growth strategy & advisory
Positioning, go-to-market planning, and channel strategy for B2B companies, from first traction to structured, repeatable acquisition.
Paid search management & audits
I manage and audit Google Ads accounts for my clients through my agency manager account: keyword and search-term audits, negative keyword hygiene, campaign structure, and budget efficiency.
Marketing automation & reporting
Internal reporting and audit tooling built on workflow automation. Campaign data flows into recurring performance reports, so every optimization decision is reviewed against real numbers.
Outbound & CRM operations
Targeted outbound programs, lead enrichment, and CRM workflows that connect marketing activity to actual pipeline.
How I work
Three principles run through every engagement.
1 · Small portfolio, deep involvement
I deliberately work with a handful of clients at a time. Each account gets recurring audits and hands-on management, not a monthly PDF.
2 · Decisions reviewed by a human
Automation gathers the data; I make the calls. Campaign changes are applied after review, never blindly by a script.
3 · Client data stays the client's
Reporting is produced per account, shared only with its owner, and never pooled, resold, or reused across clients.
About
I'm Baptiste Lilles, a growth advisor based in Belgium. I've spent the last years building acquisition and marketing-operations systems for B2B companies across Europe, from healthcare marketplaces to industrial product studios.
My work sits between strategy and engineering: I define the growth plan, then build the campaigns, automations, and reporting that execute it. Client Google Ads accounts are managed under my Google Ads manager account, with recurring audits powered by Bap Ads Reporting, the internal application I build and operate myself.
- Base
- Belgium, working across Europe
- Focus
- B2B growth, paid acquisition, marketing operations
- Engagement model
- Ongoing advisory with hands-on execution
- Application
- Bap Ads Reporting — internal Google Ads reporting & audit tool
- Tooling
- Google Ads, workflow automation (n8n), CRM & enrichment stack