Trust in both directions
I want to work with people who trust me, because I trust them. It is built on mutual respect and open and clear communication.
Founder of DigitalMassa
Daniel MasajadaGoogle Ads and visibility in AI search.
Daniel Masajada is the founder of DigitalMassa in Stockholm and has worked with search since 2010. Today he works mainly with Google Ads and visibility in AI search for established companies, most of them in B2B.
With the vast majority of his clients he also leads the marketing work strategically and handles the execution. He becomes part of the company's team and drives the work forward.
- Age
- 42 years
- Lives in
- Vasastan in Stockholm
- In the industry
- Since 2010
- DigitalMassa
- Founded in 2017
- Clients
- More than 125 companies
- Markets
- 23 countries
- Longest ongoing collaboration
- Since 2016
- Certification
- Google Partner
From employed specialist to strategic marketing lead
2004
Studies, sales jobs and the internet
In 2004 I started studying multimedia with an educational and technical focus at Stockholm University. Until 2010 I also had many sales jobs and often worked evenings.
In my spare time I explored the internet. I spent a lot of time on social media, forums and online communities.
2010
SEO at one of Sweden's first SEO agencies
In the autumn of 2010 I started working in the media industry at one of Sweden's first SEO agencies. There I was responsible for around 50 client accounts and later became an SEO specialist and project manager.
That was also where I first tried Google Ads, and I liked the quick payoff because you could see changes so much faster than with SEO.
2014
Employee of the year
In February 2014 my colleagues voted me employee of the year. The reason they gave was that I was the most client-focused and held the communication between the departments together.
2015
Digital products and a smaller agency
In early 2015 I turned an advertising product that had existed in print into a digital product at a media company. The advertisers paid per thousand impressions and could see in black and white how many people they reached, and the digital revenue made up for what was lost in print.
In the summer I moved to a smaller agency and was responsible for Google Ads and the reports for more than 150 clients. In six months the click-through rate in search went from 3.1% to 6.0%, and I made more than 250 display ads.
2016
Large accounts at iProspect
In September 2016 I joined iProspect, which was then part of Dentsu Aegis and one of the agencies in the world that bought the most Google Ads for its clients. That is where I gained real seniority and built accounts for large advertisers such as Fortum, Santander and IKEA.
I have sat in many meetings between large advertisers and Google. Google would like the client to spend more and the client wants to hold on to the money. My role is to work out what is worth doing and what is not. I become a strategic sounding board for the client, set strategies that rest on proven ways of working and then carry them out in the account.
2017
My own company
In the autumn of 2017 I started DigitalMassa. The assignments came quickly, and I had barely registered the domain before people started calling. I brought in my first client in October, and by November I was fully booked.
Today I work directly with the clients. Along the way I have got to know other consultants in the industry who are very skilled in their fields. When an assignment calls for it I bring in the right person. We are also happy to pass assignments on to each other.
2018
Importer and dealers on the same searches
Ahead of the launch of the e-tron I rebuilt the search advertising for Audi in Sweden. I worked together with one of the large media agencies and was responsible for Google Ads both strategically and operationally.
The importer and all the dealers advertised on the same searches. The challenge was to decide who should take which searches so that they did not compete with each other. That applied especially to the bidding. The importer got the models and the dealers got the local searches.
That taught me how to build the advertising for chains, franchises and networks where many players want to be visible on the same searches.
More clients that yearFotografiska, Eksjöhus, Leksand Resort
2019
New markets and YouTube
I started the advertising for Mistore, Xiaomi's online store, with Shopping for the whole range in Sweden. Denmark, Norway and Finland followed. For SF Anytime I built up the advertising on YouTube from scratch and was early to use Masthead, the large ads at the top of YouTube's home page.
More clients that yearNabo, Dstny
2020
The pandemic
When the pandemic arrived in March there were major reprioritisations, above all for clients with physical premises. SF Anytime, on the other hand, sold 73% more films and series through the search ads in 2020 than in 2018, the year before I started.
At Ungapped, which sells a tool to other companies, I complemented the search advertising with display aimed at the salespeople's own target groups.
More clients that yearBokaMera, The Birth Poster
2021
The reopening
When society opened up again I helped Junibacken prepare for the reopening with bidding driven by revenue and campaigns built around school holidays and seasons. Transactions from the search advertising increased by 122% in 22 months.
More clients that yearKlingit, Nabo, Ungapped
2022
The biggest year
2022 was the biggest year so far. We were a small team, and the engagement for SF Anytime grew into support for the entire marketing department. For Billecta new users through the advertising increased by 57%.
More clients that yearMSD, Junibacken, Mistore
2023
AI becomes part of the work
In early 2023 AI became part of the daily work, from analysis and keyword research to copy. The same year DigitalMassa got a new visual identity and a new website.
A tough autumn
The autumn turned tough when several large clients moved on at the same time. It reminded me that a small company is quick on its feet but also more vulnerable.
More clients that yearLifeline, SaveLend
2024
My own AI tools
I started building my own AI tools that both automated Google Ads and broadened the range of services, above all in lead generation to find and reach the right companies.
Fantastic Frank brought a large number of accounts for estate agency offices in several countries. That is hard to manage alone but works well with AI. The same year the collaboration with Säkra Liv began.
More clients that yearEbie, SaveLend
2025
Leads and AI search
The AI tools became a way of working in their own right with lead generation and outbound sales, where we map the target group and reach the right decision-makers. Towards the end of the year I saw that more and more buyers were asking the AI services for advice, and that was the start of the work with visibility in AI search.
More clients that yearDemex, Smart Senior, Lifeline
2026
Our own tools and AI search
In February I set up my own team of AI agents on a server. Over the year we have built our own tools that have replaced a long list of services we used to rent or would otherwise have needed to buy. They include dashboards, management of Google Ads, meeting booking, e-signing and identifying the companies that visit a website.
In July I made the first measurement of how a company is visible in AI search. For clients this means that measurements and dashboards are built around their business, and that we can keep building when their needs change.
The best part of the job
For me it is about being able to show a concrete difference at the companies I work with. I am most useful when I get close to the business. That is why I only have a handful of clients at a time and often become part of their team.
My tagline has always been where creativity meets performance. It suits me to be able to test an idea and see the result quickly.
Säkra Liv is a good example. We started with Google Ads in January 2024. Since then the engagement has grown to cover their website, the online courses and an app.
“I think I speak for everyone when I say that we are incredibly happy and feel safe in your hands. Since you took over it has really only got better and better.”
Michel Gergi
Founder and Head of Business Development at Säkra Liv
What I stand for
Pace and experiments
I like it when things move fast and we make the most of the momentum. It is better to test, break something and learn from it than to do everything in a safe and old-fashioned way. I like being at the forefront.
Joy in the work
I have a strong work ethic and work a lot, because I love what I do. What drives me is having a role in the companies I work with and adding something they were missing. And it should be fun along the way.
How I work with clients
I see patterns in the account that the client rarely has time to look for. The client knows things about their buyers that never show up in any data. When we put the two pictures together the collaboration gathers pace.
I set high standards for myself and would like my clients to set high standards for me too. If I think someone else can do an assignment better, I say so and refer you on.
I make many decisions myself. Some I explain briefly, and they rest on data, on assumptions or on experiments. Others we make together. You have me as your contact throughout the engagement, and your accounts and your data always belong to you.
I enjoy working with established companies that want to build something for the long term. Anyone looking for a quick fix or who believes AI can do everything will probably be disappointed, at least for now.
What clients say
“The collaboration with DigitalMassa has been a journey of strategic growth for SF Anytime. Their expertise in digital marketing, and specifically their approach to YouTube advertising, has contributed significantly to our expansion, above all in Sweden but also in the Nordics.”
Michael Holmberg
Former Head of SF Anytime
“Daniel scaled up our advertising and transformed our SEM into profitable traffic generation. I particularly valued our seamless communication.”
Anders Andersen
Former CMO at East & West Distribution
“Billecta has worked with DigitalMassa since 2017 and today Daniel leads our Ads accounts. Our success was largely built on experimentation and good communication. We are very happy!”
Rickard Hessner
CCO at Billecta
“Daniel has taken charge of our digital marketing as a whole, from Google Ads and the measurement to how we are visible in AI search. He comes up with his own ideas and tests quickly. And we see it in increased sales and more enquiries.”
Rasmus Kivinen
Digital Marketing & E-commerce Lead at Demex
“We really appreciate working with Daniel. He understands our business and our goals in depth, and it shows clearly in the results. I warmly recommend him to companies that want to grow digitally.”
Mathias Lang
Founder and CEO of Smart Senior
“I really think it has worked well working together and I will warmly recommend you to others going forward.”
Elin Titus
Former Head of Marketing and Business Development at Nabo
How I work with AI
AI is a lever for what I already do. I am allergic to junk produced with AI. That is why I brought Devin Dudowski to life.
Devin came into the world in February 2026 and is our AI colleague. He has his own memory and is not tied to a particular AI model. What he has learned comes with him when the model is changed.
Devin has his own email and access to our systems in the same way as an employee. That does not mean he has a free hand. He is very smart but often needs direction and context. I can give him that with my experience.
His strength lies in what is hard for a human. He goes through thousands of search terms or hundreds of answers from AI services in a short time and sees the patterns. Devin monitors accounts and systems at night too and works on several tasks at the same time. He also sets up the security in our systems and takes on difficult technical tasks.
Devin handles a lot on his own. Anything critical I always review before it goes any further. I am the one who is ultimately responsible and makes the big decisions.
Outside work
I live in Vasastan with my family and spend a lot of time with my children while they are small. That means games, travel and a lot of exploring.
I like to keep my body fit, so I train five times a week. When the body feels good the mind keeps up, and then both work and everyday life go more easily. That is why I also care about what I eat and how I sleep.
My two big hobbies are producing music and photography. Both are about seeing something from your own angle where nothing is given in advance. You have to be able to fail and start over, and get through the boring parts, because the reward on the other side is worth it. I take that with me into my work.
Book a call with me
Tell me where you stand today and we will go through it together.