Inon Cohen Raz
Plans and manages the advertising operations of a range of leading companies and e‑commerce brands in the Israeli market
Monthly budgets of tens to hundreds of thousands of shekels. Companies with monthly revenues from hundreds of thousands to millions of shekels.
Inon specialises in planning and managing advertising activity, analysing sales data, and connecting campaigns to the company's business performance. Based in Rome, working remotely with companies in Israel.
Managing advertising budgets of hundreds of thousands of shekels every month
DetailsWhat it means in practiceBudgets managed daily, with decisions based on the company's sales data and not only on campaign data.
Budget managementRunning campaigns for businesses with revenues of millions of shekels every month
DetailsWhat it means in practiceWorking with companies for which advertising is a central revenue engine, so every change in budget and performance is felt at the till immediately.
Scale of activityExceptionally strong returns on investment that enable maximum profitability for the company
DetailsWhat it means in practiceThe metric that matters is the profit left to the company after advertising costs, not only the return on media spend.
ProfitabilityIn the end, the number that matters most is in the till — not in the ad platform.
For Inon, campaign management begins in the advertising platforms but does not end there. The work covers advertising budgets, customer acquisition costs, conversion rates, product performance, landing pages, promotions, user behaviour and sales cycles.
Combining these data points makes it possible to decide on the basis of the full business picture, and to direct budget to where it can make the most meaningful difference.
What Inon does for companies
Eight areas of activity that connect into one picture: from strategy to the report that shows what happened at the till.
Business strategy
A working plan that connects the company's revenue targets to its advertising budget and channels.
Read 02Advertising tactics and media planning
Budget allocation across platforms, audiences and periods, with clear targets for each channel.
Read 03Meta campaign management
Facebook and Instagram: account structure, creative, audiences and daily optimisation.
Read 04Google Ads campaign management
Search, Shopping, YouTube and Performance Max, with keyword research and bid management.
Read 05Advertising on ChatGPT and AI engines
Presence and advertising in the new search channels, and preparing the site to appear in AI answers.
Read 06E-commerce site development
Shopify and WordPress stores built around conversion rate, order value and mobile speed.
Read 07Corporate site development
Sites for companies and professionals that convey authority and generate enquiries, without looking like a landing page.
Read 08Reports, automations and analytics
Clean measurement, dashboards that connect advertising to sales, and automations that save manual work.
ReadThe best practical school there is
Inon began his professional career at Ocean Media, a subsidiary of the advertising agencies Gitam BBDO and Yehoshua TBWA, as a campaign manager responsible for the paid advertising of clients among the largest in the Israeli economy, with monthly budgets of tens to hundreds of thousands of shekels.
Working at an agency pace, alongside media and creative teams and for demanding clients, was the best practical school he could have had. It is where he learned to manage large budgets with full responsibility, read data in depth and make fast decisions based on it.
That experience is the foundation of everything that followed, as his responsibility grew from managing the campaigns themselves to planning and managing the entire advertising operation.
From Rome, for companies in Israel
After Tali, his partner, completed her military service as a combat soldier in the air-defence array, the two decided to move to Europe together ahead of her medical studies. Having considered Prague, Budapest, Milan and Rome, they chose Rome as their new home.
Ahead of the move, Inon looked for a role that would let him continue his career independent of location, and joined Indocs, where he managed advertising for physicians and private clinics in a remote position.
When the company moved to a hybrid model, Inon chose to leave and go independent. Since October 2022 he has run his professional activity from Rome, working remotely with companies, businesses and agencies in Israel.
The Colosseum, RomeFrom managing campaigns to a broad view of the business
Over the years Inon's work has expanded from managing paid campaigns to broader responsibility for planning and managing advertising. Today he works mainly with e-commerce companies and stores.
What the work includes
E-commerce is a game of numbers
In an e-commerce store, every decision affects the next.
That is why Inon looks at advertising as part of a single system. The central question is how the existing budget can be used to grow the company's activity the right way.
Working with e-commerce companies and the automotive sector
E-commerce companies
Inon works on direct retainers with a range of e-commerce clients, with monthly revenues of hundreds of thousands and even millions of shekels.
For each of them he takes responsibility for the entire advertising operation: from planning, through hands-on execution, to advanced analytics.
Dealerships and automotive companies
Alongside e-commerce, Inon has built significant experience managing campaigns in the automotive sector. Through a long-standing professional partnership with Alon Suzi he has managed activity for various automotive companies and dealerships, including Hiluch Shishi, Rechev Rishon, Rechev Reichman, Autopia Toyota, Danel Motors and Doron Motors.
The activity focuses on generating enquiries from potential customers and passing them to the sales teams, with constant attention to lead quality and acquisition cost.
Numbers from live accounts
Screenshots and data from ad accounts Inon manages right now, covering the last 30 days. Client names are hidden; the category stays.
Meta Ads- Spend
- ₪82,075
- Reported purchase value
- ₪1,002,248
- Purchases
- 1,521
Meta Ads- Spend
- ₪32,201
- Reported purchase value
- ₪318,278
- Purchases
- 948
And on Google Ads, over the same period
Google AdsAttributed conversion value of ₪331,941 from ₪25,257 in spend. Up 32% on the previous 30 days, with only 9% more budget.
Google AdsAttributed conversion value of ₪141,954 from ₪5,304 in spend over the holiday season. 2.2x the previous 30 days on almost the same budget.
Google Ads596 enquiry conversions in 30 days, at an average of ₪21.8 per conversion, from ₪12,981 in spend.
These are conversion values as the ad platforms attribute them, not sales data from the till. In day-to-day work Inon checks them against the store's actual figures.
What clients who worked with Inon say
Testimonials as written by the clients, translated from the Hebrew original.
I warmly recommend Inon's service. A lot of patience and professional knowledge that brings results. Inon knows how to remove the distractions (all the technical handling) and let you focus on results. I saw a return on the investment within a short time, and when it shows in your pocket, that is the proof. I am happy to continue with the service.
I recommend that anyone who has a business and wants to move forward in marketing, to get leads and close deals, work with Inon Cohen Raz. I had two marketers before who simply did not understand the needs of my business and brought me cold leads. Thanks to Inon we focused our campaigns; now the volume of leads is huge, the leads are warm and relevant, and we are reaching very, very good results.
Inon is a very, very meticulous person. He turned everything around in my business! My leads used to cost 15, 17 and 20 shekels each, and today I pay less than half, around 8 to 10 shekels per lead, and it will go down further, I am sure. I recommend him to anyone who can work with Inon; it will change your marketing and everything you thought about marketing in your business until today.
Inon provides our office with comprehensive digital services. As part of his service he handles our Google and Facebook campaigns. Worth noting: the level of precision, professionalism and service. What stands out most is his knowledge and full command of the advertising platforms, and his constant wish to improve our results and our success. We appreciate it greatly, and are happy with a collaboration that contributes to us significantly.
I warmly recommend Inon! As a lawyer, it is very important to me that my advertising is precise, ethical and effective. Inon took our advertising budget and maximised it impressively. Thanks to his thorough management and ongoing optimisation, we saw a marked rise in the number of relevant clients. Inon is a professional in his field, very service-minded and attentive to every detail.
Inon, I paused the campaigns because I cannot manage to answer all the messages and enquiries I am receiving. You were the piece of the puzzle I had been missing all this time. Thanks to you I get a great many enquiries and messages, and unfortunately I cannot keep up with the load. Thank you, thank you, thank you!
A friend recommended Inon to me and it was a precise recommendation. Inon is super professional, high quality, with broad knowledge and, most importantly, gives amazing service. Inon also built me a website with a built-in ordering system at the highest level I could have asked for, and is also responsible for the digital marketing on social networks, which brings excellent results. I warmly recommend him! And I am sure you will be the next to recommend.
I approached Inon about building a website for the company and the vision that guides it. It is important for me to say that I had already been through several failed attempts and was a little disappointed. Inon carried out a precise and thorough information-gathering process, managed to understand the company's central vision and produced exactly the right site. Inon was the first to bring the digital home of Daniel Wellness to life in the way I had always dreamed! Highly recommended.
After an extensive search for a reliable and professional person to build the website for my business, I reached Inon. I had received recommendations about him from several people, and now it is my turn to recommend. I met a modest, kind person with plenty of motivation and creativity. From the first moment he understood what I wanted and understood my vision for the site. The site that went live is exactly what I wanted for my business. Perfect user experience, colour, precision. Warmly recommended.
The tools Inon works with day to day
TikTok Ads
LinkedIn Ads
Taboola
Outbrain
ChatGPT Ads
Google Analytics 4
Google Tag Manager
Triple Whale
AgencyAnalytics
Intelligems
Looker Studio
Supermetrics
Shopify
WooCommerce
WordPress
Elementor
Klaviyo
Hotjar
Microsoft Clarity
Claude
Make
Zapier
Google Sheets
FixDigital CRM
CalendlyBehind the scenes of working from Rome, thoughts on advertising and e-commerce, and moments from life in Italy. The full feed is on Instagram.
Thoughts, data and marketing
What really happens when you cut the ad budget in half?
What happens to sales volume, customer acquisition cost and channel mix when the ad budget drops, and why the outcome is not always proportional.
More traffic does not always mean more sales
On the gap between growth in site visits and growth in revenue, and what to check before increasing budget.
How much can a company really afford to pay for a new customer?
Calculating customer acquisition cost against gross margin, average order value and returning-customer rate.