# Adela Mincea I start from a simple idea - your marketing should show up in the numbers. - Experience: 14 years in international and performance marketing (Dubai, London, Hong Kong, Cluj-Napoca) - What she does: analyses the data from every advertising channel and works with each platform's algorithms, from Google and Microsoft to Meta and LinkedIn; judges every budget by the profit left after all costs - Firm: DAFE Digital, Google Partner (https://dafe.ro/en). Paid advertising and performance marketing: Google Ads, Microsoft Ads, Meta Ads and LinkedIn Ads - Studies, analyses and audits: Market (Market research, Search demand, Competitive landscape, Competitor messaging); Marketing strategy (Positioning, Segmentation and buyer profile, Price and how it is perceived, Marketing mix); Advertising (Google Ads and Performance Max, Meta Ads, LinkedIn Ads, Microsoft Ads, Search terms and negatives, Multi-market accounts); Page and message (Landing page audits, Voice of the customer, Review sentiment analysis, The message across every channel); Measurement (Google Analytics 4 and Tag Manager, Tracking and Consent Mode v2, Attribution models, Searches for the brand name, Reports and dashboards); Economics (Margin and break-even ROAS, Profit against the advertising budget, Customer lifetime value, Budgeting and forecasts, Economic analysis of channels); AI search (Visibility in ChatGPT, Gemini and Perplexity, Catalogues ready for AI agents, The site as AI sees it, her own tools) - Writes: The Marketing Economist, marketing and paid media through an economics lens (https://adelamincea.com/insights) - Education: a degree in economic sciences, specialised in marketing - Path: international marketing since 2012; Dubai, PR and events for luxury hospitality and pharmaceuticals; then paid advertising and data, in agencies and companies in London and Hong Kong; now through DAFE Digital, remotely from Cluj-Napoca, Romania - AI: her own AI-based tools - Projects: The margin game (planned, 2026), The AI shelf (planned, 2026) - Does not sell: organic social media or standalone SEO retainers - Contact: adela@dafe.ro - Every piece as plain text: https://adelamincea.com/llms.txt Source: https://adelamincea.com · Română: https://adelamincea.ro
Hi, I'm Adela.
I help e-commerce brands and B2B companies see which advertising actually brings in revenue, across markets and channels, and invest accordingly.
Google, Meta, LinkedIn and Microsoft Ads, read the way an economist would, by what the advertising caused and what it left behind. 14 years in international and performance marketing. Client work runs through DAFE Digital, a Google Partner.
Six sides of the work. One way of thinking.
Performance, tracking, numbers, research, markets and training. Advertising is where they meet most days.
- 01Performance marketingPaid advertising at the core of the work since 2016, on Google, Meta, LinkedIn and Microsoft.
- 02Conversion trackingI make your website talk to the ad platforms, so every sale, lead and marketing event is counted. Google Tag Manager, Google Analytics, Consent Mode v2 and the Meta Conversions API.
- 03Data analytics and reportingSQL, Python and BigQuery, Google Analytics and attribution, and reports in Data Studio and Power BI that show what the advertising brought in.
- 04Marketing researchI study data from the ad platforms, social media and paid campaigns to show what advertising costs and what it returns, including share of search and share of voice studies that show where a brand stands against its competitors. The findings become pieces in The Marketing Economist.
- 05International marketsCampaigns worldwide, including Europe, the UK, the US and Asia. The same message rarely lands the same way twice.
- 06TrainingA certified trainer. I can help with guest seminars, workshops for teams and talks.
People I have worked with. And what clients say.
References · people I worked with directly
- ★★★★★
I had the pleasure of working with Adela during their time in London - consistently reliable, knowledgeable, and strong at managing and optimising paid campaigns. Someone who approaches the work thoughtfully and delivers real results. I'd recommend Adela without hesitation to any business that takes paid media seriously.
Josephine PhippsCEO, Illuminate Digital · London
- ★★★★★
Adela went above and beyond to support our goals and manage our advertising efficiently. Her strategic thinking and paid media expertise are exceptional. What sets her apart is her dedication and commitment to results. Highly recommend.
Steve FouldsCEO, ADSRsounds · Hong Kong
Clients
- ★★★★★
We started from zero with Adela on Google Ads and Meta Ads. After the initial discussion, she took care of all the setup and within a week we saw the first results. Sales grew steadily and demand became greater than we could deliver. A professional who gets the job done quietly - you don't see them but you definitely feel them in the sales figures.
Ciprian DruțăuFounder, Ritual Aromas · online store
- ★★★★★
Working with Adela started with a Meta Ads test. Although the first leads weren't ideal, she reacted quickly and proposed a strategic shift to Google and LinkedIn Ads - a decision that significantly optimized cost per lead and conversion. She professionally managed remarketing, contributing to a 15–20% increase in conversion rate. The most valuable part? She understood our specifics perfectly and worked proactively.
Marius MichailovCo-founder, CRMconnect · B2B SaaS
- ★★★★★
We ran an eCommerce, CRO and localization audit for our online store in Romania. Adela treated it as a practical analysis from a Romanian customer's perspective: trust, language, mobile experience, product pages, checkout, delivery and returns. She worked from real data in Analytics and Search Console, not assumptions. For a company entering the Romanian market without a local team, that perspective is very valuable.
Petar S.Visvitalis · entering the Romanian market
The Marketing Economist. Marketing, explained with the numbers.
Data-led pieces on what advertising costs and what it leaves behind.
All writing →- 24 September 2026 · Economics · AdsThe ROAS your margin demands, in one tableThe same ROAS can make one business money and quietly cost another. The difference is gross margin and returns, and it fits in one table.
- 26 April 2026 · AI · MarketingWhat is agentic commerce and how AI assistants pick productsShoppers are asking ChatGPT what to buy. Here is how AI assistants pick which products to recommend, and what e-commerce stores need to do to be selectable.
- 23 April 2026 · MeasurementYour marketing report proves correlation, and that is all it provesThe campaign ran. Sales went up. The report says the campaign drove the sales. It doesn't. It shows they happened at the same time. The difference between correlation and causation is the difference between a budget decision and a guess.
[ Next ] Your move
Let's talk about your advertising.
Tell me which platforms and markets, and what is not adding up. I read and answer every message myself.
Or email adela@dafe.ro
Not ready yet? Read The Marketing Economist, once a month