E-commerce Logistics · Turkey · United Kingdom · Germany
How OPLOG Turned a Fragmented Ad Presence into a $21.5M Revenue Engine Across Three Markets
Paid media, ABM strategy, and full-funnel performance ops, built from scratch across Turkey, the UK, and Germany.
OPLOG was growing its operations. The pipeline was not keeping up.
OPLOG is a tech-first fulfillment and logistics platform operating across Turkey, the UK, and Germany. They had a strong product, an ambitious growth mandate, and a sales team ready to close. What they did not have was the marketing infrastructure to fill the pipeline at scale.
There was no dedicated ad strategy for any of their three markets. Campaigns ran without a consistent structure or clear ownership. Leads came in sporadically, but nobody could tell which markets, channels, or campaigns were actually driving revenue. The gap between marketing activity and commercial outcomes was invisible, because nothing was being measured.
Build and operate a full-funnel performance marketing engine across Turkey, the UK, and Germany, from paid acquisition and outbound through to pipeline attribution and closed revenue, tied directly to commercial targets in each market.
I've had the pleasure of working closely with Nilay since he joined OPLOG in February 2025, and the impact he has had on our growth marketing function in that time has been nothing short of remarkable.
When Nilay came on board, our UK client base was a fraction of what it is today. Just over a year later, we have grown that client base by over 300%, and Nilay's contribution to that trajectory has been central. He didn't just generate leads; he generated the right leads. The quality of inbound and outbound pipeline he has built has meant our sales team spends its time converting genuine opportunities rather than chasing dead ends. That distinction matters enormously in a complex, consultative B2B sales environment like ours.
What sets Nilay apart is his ability to think commercially, not just creatively. He understands what good looks like for a revenue team: he speaks the language of pipeline, conversion, and customer quality, and he shapes his strategy accordingly. He is also genuinely collaborative, working seamlessly with sales, operations, and leadership to make sure our go-to-market effort is joined up.
His influence hasn't stopped at the UK border either. Nilay has been instrumental in shaping our growth marketing approach across our international markets, bringing the same rigor and energy to each.
If you're looking for a growth marketer who can actually move the needle, and prove it, Nilay is exactly that person. I'd recommend him without hesitation.
Three markets. No playbook. No attribution.
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01
Zero market-specific ad strategy
Turkey, the UK, and Germany each have different buyer behaviors, languages, CPL norms, and competitive dynamics. There was no tailored approach for any of them, just fragmented, disconnected activity with no clear ownership.
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02
No lead-to-revenue reporting
There was no system to track how a lead moved from ad click to meeting to deal. Marketing spend had no visible connection to closed business, making budget decisions effectively guesswork and preventing any meaningful performance optimization.
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03
No marketing ownership or goal structure
Revenue goals were not tied to marketing projects or tasks. There was no sprint structure, no accountability layer, and no way to know whether the team was moving in the right direction week to week.
We did not just run ads. We built the entire performance marketing infrastructure.
ads.expert came in as a full performance partner, not a campaign manager. The scope covered strategy, execution, attribution, sales alignment, and ABM across all three markets simultaneously.
Market-by-Market Strategy
Built dedicated market plans for Turkey, the UK, and Germany covering spend allocation, funnel targets, ROAS benchmarks, and seasonal campaign calendars. Each market got its own budget tracker and weekly performance view, so every pound and lira of spend was accountable to a specific commercial target.
Full-Funnel Attribution Setup
Built and maintained attribution tracking from ad spend through CPL, lead quality, and closed revenue. Weekly tracking covered impression to click to lead to meeting to deal to closed won, with CRM extraction and attribution cleaning to eliminate data gaps and give leadership a single source of truth on marketing ROI.
Paid Channel Execution
Launched and continuously optimized campaigns across Google, LinkedIn, Meta, and Bing, including market-specific launches for Turkey, UK, Germany, and international segments. Always-on performance management with weekly creative, bid, and keyword iteration tied directly to pipeline output.
Outbound and ABM Engine
Built target account lists for Turkey and international markets, defined ICP profiles by market, and launched automated outbound sequences via Lemlist, with prospect lists enriched through Clay and outreach coordinated via LinkedIn Ads. Closed the loop between outbound and paid so both channels fed the same pipeline and attribution data flowed back to inform targeting on both sides.
Google Ads
Google Analytics
LinkedIn Ads
Meta Ads
Bing Ads
Clay
Lemlist
HubSpot CRM
Notion
Google Sheets
For every $1 invested in paid media, OPLOG's pipeline grew by $10 in qualified, CRM-attributed opportunity value across Turkey, the UK, and Germany.
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