Enrique Aguilera (Barcelona, 1972) is the CO-Founder and CEO of Quarizmi Adtech. since 2014 they have been helping companies to maximize the potential of their Ads account. They use their own technology based on the cloud and their system are closely linked with Google Ads, which allows them to have an instant reaction to the constant changes.
They are a spanish company that now is focusing their business in SMEs in the United States.
First things first…We have heard your company, a solution for optimizing Google Ads campaigns using artificial intelligence, Quarizmi, has already turned 10 years old. Congratulations! Do you remember how everything was at the beginning? How did this idea take shape in 2014, when no one was talking about AI except from sci-fi films?
Thank you! When we started Quarizmi in 2014, AI in advertising was almost unheard of. We saw an opportunity to automate and scale Google Ads campaigns beyond human capabilities by using AI to predict user intent, expand keyword coverage, and optimize bids dynamically. A decade later, AI-driven advertising is the norm, but we were ahead of the curve in proving its potential.
We all want the easiest and simplest way to save time and resources. The endless possibilities of Google Ads automation can be a very effective call effect. You are a clear advocate of doing it manually instead of using Google method, is that right? Why?
Not exactly—we believe in automation but advocate for better automation. Google’s built-in automation works within its ecosystem, often prioritizing Google’s interests, while Quarizmi’s AI optimizes campaigns with a more advanced, independent approach focused purely on maximizing advertiser performance and efficiency.
Since Google Ads has become more focused on using artificial intelligence to automate its campaigns, it has also been committed to “giving more control to the advertiser”. How has this change been received in the industry, and how should Google Ads be used now if you are just starting out?
Google’s push for AI-driven automation has been met with mixed reactions—while it simplifies campaign management, it also reduces transparency and control. For beginners, the key is to start with Google’s automation but layer in third-party tools or strategies, like Quarizmi, to ensure smarter optimization and better ROI.
In the case of Quarizmi, what sets you apart from other existing solutions? How does it work?
Quarizmi goes beyond Google’s automation by using proprietary AI to predict demand, expand keyword coverage, and optimize bids dynamically, ensuring better performance at scale. Unlike standard tools, our technology continuously discovers and tests new opportunities, maximizing conversions while maintaining full transparency and control for advertisers.
Internationalization is a big step to take. When was the moment you decided to jump into other countries? Why? Which was the “chosen one”, the first country you went in? Do you have any plans to expand to more countries?
We expanded internationally early on because digital advertising has no borders, and our AI-driven approach works across markets. The U.S. was our first major expansion due to its competitive landscape and high adoption of Google Ads. We continue to grow globally, always looking for markets where our technology can drive significant value for advertisers.
Although it is a Spanish company, Enrique, you are based in Boston. Was it a structural decision to boost U.S. business or just because it’s more fun to say you live in the state of Massachusetts? 😉
A bit of both! Moving to Boston was a strategic decision to be closer to the U.S. market, where demand for AI-driven ad solutions is high. Plus, being in a city with world-class innovation hubs like MIT and Harvard creates an inspiring environment for technology and entrepreneurship.
What are the differences between the Spanish and American market? What can Quarizmi offer to SME in the US? How much of your business volume is currently in this market?
The U.S. market is more competitive, with higher CPCs and a stronger adoption of AI-driven ad solutions, while Spain has a more conservative approach to automation. Quarizmi helps U.S. SMEs scale efficiently by automating keyword expansion and bid optimization, unlocking growth without requiring large in-house teams. Today, the U.S. represents a significant share of our business, as it’s one of the most advanced and high-potential markets for Google Ads.
What advice would you give to your 2005 self if you could travel back in time?
I’d tell myself to take more risks, move faster, and not be afraid of failure—every challenge is a learning opportunity. Also, I’d remind myself that the biggest innovations often start as ideas that seem too early or too ambitious.
This industry has evolved a lot in the last few years. In two or three years, we will be talking about topics that we can’t even imagine right now. What are your future plans for Quirizmi? What are the new trends that will mark the Google Ads environment this year? Because with Google… you never know.
At Quarizmi, we’re focused on pushing AI-driven automation even further, giving advertisers more control and transparency in an increasingly black-box environment. This year, we expect trends like AI-powered creative optimization, deeper audience insights, and Google’s continued push for automated campaign types like Performance Max to reshape the industry—so staying ahead means combining automation with smarter, data-driven strategies.
What headline about Quarizmi would you like to read in Marketing4eCommerce a year from now?
Google opens its Ads platform to external AI algorithms—Quarizmi leads the way in smarter, more profitable campaign optimization.
In 2021, we interviewed you in our Spanish version. Has anything changed since then?
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