I’m a UK-based, commercially focused paid search specialist providing end-to-end campaign management to a small roster of long-term clients.
Contact meWhile my primary specialism is paid search, all of my clients benefit from my experience as a digital specialist who can see the “big picture”.
I’ve been working in the digital space for 15 years, both as an employee and a business owner. I’ve worked across numerous sectors, including hospitality, higher education and retail, and as an account manager, marketing officer, marketing manager, web manager and product owner. I’ve worked in agencies, as well as both the private and public sectors.
I’ve planned and project managed extensive website rebuilds, managed paid search campaigns with six figure budgets, administered CMS and CRMs, developed marketing automation systems, and worked across numerous marketing disciplines, including SEO, CRO, UX. I've also built small-scale web applications with modern frameworks (e.g. Laravel).
I take a holistic approach to paid search: with end-to-end knowledge across GA4, GTM, and the major ad platforms, I can spot new opportunities quickly and ensure decisions remain aligned with the bigger picture.
In the tagging layer we'll configure variables and triggers for all associated marketing scripts (tags). I'll consolidate your current implementation and focus on transforming your tagging platform into the "single source of truth".
I'll configure analytics to track your key performance metrics and review all of your existing key events and conversion actions.
I'll manage every aspect of your campaign, fom smart bidding and ad copy to asset management and keyword optimisation. The first step is preparing a brief, which will help determine the overall structure of your account.
The principles that guide and shape every A90 campaign.
This is a well-tested blueprint for launching new campaigns and integrating digital advertising into your business processes.
During this stage I'll audit your tracking, website and historic campaign performance, competitors and assets. We’ll also discuss your reporting requirements, core business metrics, user journeys and definition of success.
In this stage I’ll begin implementing the tracking and conversion plan across Analytics, Tag Manager and Google Ads. I’ll also provide conversion optimisation recommendations and establish an asset approval process.
This is where we’ll translate the strategy into a scalable account structure. We’ll select the right campaign types and define how budgets, objectives and conversion actions, audience types and keywords are separated or mapped across campaigns.
During this stage I’ll focus on campaign creative, which typically entails producing or optimising ad copy, sitelinks, callouts, imagery, video, etc. I’ll also establish a straightforward approach for ensuring creative remains fresh and relevant.
Before launch, I’ll run a structured QA across tracking, URLs, targeting, budgets and settings to ensure everything is operating as intended. I’ll then launch campaigns in-line with the agreed upon structure and measurement plan.
This is an ongoing stage during which we refine and optimise targeting and creative to maximise returns across all campaigns. I’ll optimise search terms, negatives, bidding, budgets and ad messaging based on performance. Reports will be provided in accordance with the agreed upon schedule.
Share a bit about your current setup and targets. I'll reply with a short Loom walkthrough of how I'd approach your account — before we talk retainers.
We'll look at your current structure, tracking, and search terms, then outline a simple 90-day plan: what to keep, what to cut, and where to test next.