Plan, manage and improve paid advertising with a focus on relevant audiences, clear objectives and meaningful measurement. I help businesses approach paid acquisition strategically, from campaign planning through to ongoing optimization.
Twelve capabilities in eight service areas, across Google Ads and Meta Ads. Every project is scoped around your objectives.
An ad is one step in a longer path. The audience, the message, the landing page and the measurement all affect how well a campaign can work.
Targeting and messaging are matched to who the offer is actually for.
The ad says what is on offer in plain terms and does not overpromise.
The page continues the ad’s message and makes the next step easy.
Conversions are defined and tracked so decisions rest on data, not guesses.
Changes are made step by step and reviewed against the objective.
Tick any that sound familiar and I’ll point to the service areas worth looking at first. These are possible challenges, not claims that every business has them, and no advertising account can be judged without reviewing its own data.
Twelve capabilities, grouped into eight service areas so related work sits together and nothing is listed twice. Not every activity is included in every engagement, and no pricing or package tiers are assumed.
Where campaigns run and how they are set up.
Google Ads can help businesses reach people through relevant search and other supported advertising placements. Campaign types and placements are chosen to fit the objective.
Not every campaign type is included in every engagement.
Advertising across Facebook and Instagram can support suitable objectives such as awareness, traffic, enquiries or sales. The right structure depends on the goal, available data, audience and platform capabilities.
Platform features and policies change, so the approach is adapted to what is currently available.
Deciding the goal, the channel and who to reach before budget is committed.
Establishes objectives and priorities before advertising spend is committed, so campaigns start from a clear purpose rather than a default setup.
No fixed minimum budget or campaign timeline is assumed.
Helps campaigns reach people more likely to be interested in an offer, and reconnect with eligible people who have already interacted with a website or ad, where supported and permitted.
Targeting alone does not produce conversions. Remarketing depends on platform capabilities, audience size, tracking configuration, consent requirements and advertising policies, and not every past visitor can be reached.
What people see, and where they land.
Messaging and creative communicate the offer, and the landing page decides whether the visit turns into the action you want. This area treats the ad and the page as one journey.
Photography, video production and graphic design are not automatically included. Web development depends on the agreed scope.
Structures paid campaigns around the outcome you need: relevant enquiries for service businesses, or purchases and other sales outcomes for online stores.
Results depend on offer quality, demand, competition, follow-up, budget and implementation. Lead volume, lead quality and cost per lead are not guaranteed, and product feeds or catalog setup are not automatically included.
Knowing what happened, and deciding what to do next.
Measuring the right user actions so campaign performance can be judged more meaningfully. Tracking is reviewed before it is trusted.
Measurement can be limited by platform limitations, privacy settings, consent, browser restrictions and data quality, so perfect attribution is not promised.
Ongoing analysis to find opportunities to improve performance against the agreed objectives, and reporting that turns the data into decisions.
Not every change improves results, and testing does not always give a conclusive outcome. Reporting depends on the agreed scope and available data.
Paid campaigns send people to your pages, so what those pages say and how results are tracked affect everything else.
Connected channels support each other. They do not guarantee results on their own.
The general path a campaign can follow. The exact steps and depth depend on the agreed scope.
Clarify the offer, target audience, market, business goals and the action you want customers to take.
Select suitable channels, define campaign objectives, plan targeting and messaging, and set a measurement approach.
Review tracking requirements, landing pages, account configuration and campaign structure within the agreed scope.
Depending on the engagement, set up campaigns, support implementation, or optimize existing ones. Launch is not part of every project.
Review available data, spot potential issues and opportunities, and make or recommend changes within scope.
Assess performance against agreed objectives and use the findings to inform what comes next.
No fixed reporting frequency, project duration or optimization cycle is assumed. These depend on the scope and the work involved.
Case studies show the objective, the approach, what was delivered, and only outcomes that are verified and approved for publication.
What every case study will cover
Projects that may benefit from performance marketing support. These are possible use cases, not a promise that every project is a fit.
Suitability is confirmed after discussing your business and goals.
These are the working principles behind the work, not claims about anyone else’s.
Campaign goals are defined first, so changes are judged against something.
These three are considered as one journey, not separate tasks.
Data guides what to change, with its limits kept in view.
Tests are planned with a reason, rather than arbitrary tweaks.
Attention goes to where budget is allocated and whether campaigns stay relevant.
Performance limits and dependencies are explained, not hidden.
Recommendations connect back to what the business is trying to achieve.
Objectives, budget, deliverables and measurement are discussed before work begins.
Privacy settings, consent and platform rules that affect measurement are made clear.
Want to know more about how I work? Read Why Me or the About page.
Projects may involve advertising platforms, tracking tools and reporting resources for:
Tools and platforms I work with:
Platform, tracking and analytics access depend on client permissions and the engagement. Measurement may be limited by privacy settings, consent, platform restrictions and data quality. Not every engagement includes every tool or integration. Tool names are listed for reference and do not imply any official platform partnership.
Types of output an engagement may include:
Actual deliverables depend on the proposal, project requirements, available access and agreed scope. Not every item is included in every engagement. See the portfolio for examples of work.
Performance marketing outcomes are shaped by many variables. Advertising platforms do not guarantee a commercial outcome simply because a campaign is launched or optimized.
Objectives, scope, budget, deliverables and measurement should be discussed before an engagement begins.
Straight answers about scope, budget and what paid advertising can and cannot promise.
Performance marketing uses measurable campaign objectives and available performance data to guide advertising decisions and optimization.
This page covers Google Ads and Meta Ads. The exact platform scope depends on your project requirements and what is available to you.
No. Results cannot be guaranteed because they depend on market demand, competition, budget, offer quality, implementation and other variables. What I can offer is a structured approach and clear communication about what is being done and why.
It depends on the business objective, audience, market, competition and how much testing is needed. There is no set minimum here. Budget can be discussed when the project is scoped.
Existing campaigns can be reviewed or optimized, depending on the project scope and the account access available.
Tracking requirements and the current configuration can be reviewed. Implementation depends on the agreed scope and technical access.
Support can include sales campaign planning, product and offer alignment, conversion measurement and campaign optimization.
Metrics depend on the objective and may include clicks, conversions, cost per conversion and other relevant indicators. Measurement limitations, such as privacy settings and consent, are taken into account.
An assessment may identify opportunities, but the effect of any change depends on the actual campaign and business circumstances.
Send an enquiry through the Contact page and include your business objectives and any relevant campaign information you can share.
Tell me about your business, your advertising objectives and the challenges you are facing. We can discuss your requirements and determine whether performance marketing support is the right fit.