Izabela Yovanova

Digital Marketing Strategist at Big Bear Creative

Izabela is a Digital Marketing Strategist at Big Bear Creative, working across paid advertising, search, content and wider digital strategy.

Her approach is strongly data-led. She focuses on understanding what is actually happening across campaigns, websites and customer journeys, then using that information to make better marketing decisions.

At Big Bear, Izabela works particularly closely with clients in the hotel and hospitality sector, helping them improve direct bookings, strengthen paid media performance and understand how changing search behaviour is affecting the way potential customers discover and choose brands.

About Izabela

Izabela works across digital marketing strategy, Google Ads, search, content and conversion performance.

She is particularly interested in the relationship between marketing activity and what happens further down the customer journey. Rather than looking at clicks or campaign metrics in isolation, she looks at how people move from discovery through to enquiry, booking or conversion.

That means asking practical questions. Which campaigns are generating useful traffic? Where are people dropping out of the journey? Which messages are working? What does the data actually tell us about customer behaviour?

Her work combines analytical thinking with a strong understanding of content and customer experience, helping clients make decisions based on evidence rather than assumptions.

Areas of expertise

Izabela’s specialist areas include Google Ads, PPC strategy, digital marketing strategy, hospitality marketing, search behaviour, conversion optimisation, content strategy and campaign performance.

She also writes extensively about the way search is changing, including the growing role of AI-led discovery and what that means for businesses that have historically relied on traditional search rankings.

Experience

Izabela has built her digital marketing career while working directly with live client accounts and completing a Digital Marketing Degree Apprenticeship through Anglia Ruskin University.

Her apprenticeship combined academic learning with day-to-day agency experience, giving her the opportunity to develop practical skills in areas such as campaign strategy, data analysis, paid media, content and wider digital marketing while applying them directly to client work.

At Big Bear, she now works across digital strategy and campaign delivery, with a particular focus on Google Ads and hotel marketing.

Big Bear is a Google Partner agency, and Izabela is involved in the ongoing training, briefings and platform updates that help the team respond to changes in Google Ads and search behaviour.

Izabela’s approach to digital marketing

Izabela believes good digital marketing starts with the data.

Campaign performance cannot be judged properly by impressions, clicks or isolated metrics. The more useful questions are whether the activity is generating the right audience, whether those people convert and where potential customers are being lost along the way.

This is especially important in sectors such as hospitality, where the marketing campaign may be working perfectly well but problems elsewhere in the booking journey can prevent the customer from completing the conversion.

Her approach is to understand the full journey, find the points that are limiting performance and concentrate effort where it is most likely to make a measurable difference.

Hospitality marketing

Hospitality is a particular area of interest for Izabela.

Her work and writing explore topics such as direct bookings, Google Ads performance, destination marketing, booking journeys, changing search behaviour and the way hotels can reduce their reliance on third-party platforms.

She takes a wider view of hotel marketing than simply promoting rooms, looking at the destination, customer intent and the complete booking experience.

Search and AI

Izabela also writes about the changing nature of search and how businesses need to adapt as traditional search engines increasingly incorporate AI into the discovery process.

Her view is practical rather than alarmist. Google Search itself is becoming increasingly AI-led, while tools such as ChatGPT are changing the way people research products, services and destinations.

The opportunity for businesses is to make sure their content, paid media and search strategy evolve with those changes rather than treating AI search as a completely separate marketing discipline.

What Izabela believes

Good marketing decisions should be based on evidence.

Data does not remove the need for creative thinking or experience, but it gives you a much stronger foundation for deciding what to change, where to invest and whether something is genuinely working.

The same applies to new trends in digital marketing. New platforms and technologies are worth understanding, but the focus should always come back to the customer journey and the commercial outcome.

Elsewhere

Izabela is active on LinkedIn, where she shares insights on Google Ads, hotel marketing, search, AI-led discovery and digital strategy.

LinkedIn: Izabela Yovanova

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