Igor Ivitskiy

Founder

Doctor Ads

Igor Ivitskiy is a Google Ads expert called "The Google Ads Scientist". A PhD mathematician and founder of Doctor Ads, he created Profit Forensics, a forensic diagnostic methodology for hidden profit leaks in high-spend Google Ads accounts.

He has published 200+ peer-reviewed papers in mathematical modelling.

The PPC Survey ranked him #6 in its 2026 Top 50 Most Influential PPC Experts, and Perry Marshall calls him one of the world's leading Google Ads experts. He studied business at the University of Cambridge and UC Berkeley Haas.

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Session topic:

Your Best Campaign Is Probably Losing You Money

Your best-performing Google Ads campaign, the one with the healthy ROAS you never question, may be quietly losing you money.

Most paid search decisions rely on numbers that look like proof but are not, and the gap between a metric moving and real profit is where the money leaks.

This session shows how to read a PPC account the way a scientist reads data: telling correlation from causation, spotting the profit an average hides, and separating real signal from noise. It is the thinking behind Igor Ivitskiy's Profit Forensics methodology, and a practical way to find where your budget is really going.

Key takeaways:

  • How to tell whether a campaign is genuinely driving profit, or just taking credit for sales you would have made anyway.
  • Why an account that looks healthy can still be losing money, and where to start looking.
  • How to separate a real signal from random noise before you act on it.