Continuing our “Women in Tech” series, where we spotlight the trailblazing women shaping the digital marketing space, we’re thrilled to feature Iuliana Popa. As CEO of Ads and More, Iuliana has established herself as a force in the martech industry, building a top agency specializing in performance-based marketing. In this interview, Iuliana shares her personal journey, insights into leadership, and how her partnership with Swaarm has helped her scale the business.

Q: Iuliana, can you tell us about your journey into the martech world and how Ads and More came to be?

Iuliana Popa: My journey into Martech World began 12 years ago. I was fortunate to find an exceptional mentor whose insights profoundly impacted my growth and later on we managed to build a successful company together that is impacting on a global level with plans to expand our influence in Asia and Africa.

Q: What unique challenges have you faced as a woman building a successful company in a male-dominated industry like martech?

Iuliana Popa: I never believed there were any significant differences between a business managed by a man or a woman. Ultimately, the quality of your service or product is what truly makes the difference. The market will always favor faster and better results, a more effective approach, transparent delivery, and competitive pricing. It’s also important to note that our society has shifted, and as women, we now feel confident enough to achieve success on par with any man.

Q: What do you think is driving more women to take leadership roles in martech today?

Iuliana Popa: Society is increasingly accepting of men sharing childcare responsibilities, which empowers women to pursue their careers. The idea that women can succeed regardless of their marital status is becoming a reality. Today, women are more vocal, confident, and ready to collaborate alongside men. At Ads and More, I’ve witnessed a rise in women stepping into leadership roles, and it’s incredibly inspiring and fulfilling!

Q: Ads and More was recently featured as a case study in a Peggy Anne Salz & Swaarm podcast. Can you tell us more about that collaboration and how Swaarm has impacted your business?

Iuliana Popa: Working with Swaarm has been a game-changer for Ads and More. Swaarm has been more than just a service provider—it became a true partner. I chose Swaarm because I was confident that having one of the best tools on the market would help us build a successful company. It was a win-win partnership, and I hope we will be able to grow even more together!

Yes, that collaboration has been instrumental in our recent success. Being featured in Peggy & Swaarm’s podcast as a case study was both an honor and a testament to the results we’ve achieved together. Prior to using Swaarm, we faced challenges managing multiple campaigns and clients simultaneously. Tracking, reporting, and optimizing became increasingly complex as we scaled.

With Swaarm, we’ve been able to streamline all of this. The platform’s automation and real-time insights have empowered us to make faster decisions and reduce human error. In fact, as the case study outlines, we achieved a remarkable 1000% increase in revenue within just 3 months — a truly significant result.  On top of that, the relationship has felt like a true partnership—Swaarm’s team has been proactive in supporting our growth, and that’s something I truly value. This collaboration has allowed us to be more competitive and agile in the international space, particularly as we grow our presence in search monetization and performance marketing.

Q: From your perspective, what advice would you give to women aspiring to grow their careers in this industry or even start their own companies?

Iuliana Popa: My advice is simple: start today! Taking action toward your dreams is very important. Be open to learning and adapting as you go along. Surround yourself with supportive mentors and networks. And if you need help, come to me for Mentorship!

Q: How do you see the role of technology evolving in performance marketing over the next few years?

Iuliana Popa: I see more brands focusing on performance marketing and moving away from traditional awareness campaigns. This change impacts how we approach marketing. Also, technology, especially AI, has been influencing performance marketing for some time. I believe new technologies will make testing faster, analyses clearer, and optimizations easier. We are planning to implement all these in order to better understand the user journey and be able to build more effective audiences that will lead to higher returns and user loyalty for our clients.

Q: What initiatives or changes would you like to see more companies adopt to help create a more inclusive martech industry?

Iuliana Popa: I believe we should always remember that we are human and that technology is here to help us work better and faster. I also believe in the power of people impacting one another, so I would like to see more mentorship programs integrated into small startups and martech companies. We need to support the next generation in this industry, and I feel a sense of responsibility for this.

We started a mentorship initiative at Ads and More last year, and it has been wonderful to see our employees grow and thrive. It fills me with joy to witness young people developing alongside Ads and More!

Conclusion

Iuliana’s story highlights how determination, innovation, and inclusive leadership can reshape the martech industry. As more women like Iuliana rise to leadership roles, they’re not just succeeding—they’re changing the game. At Swaarm, we’re proud to partner with Ads and More and to support female leaders making a global impact.