What I do

Five areas, one job: make paid search produce customers at a cost the business can live with. Most engagements touch more than one of these, because problems rarely stay in their lane.

Google Ads & Search

Search campaigns built around commercial intent, structured so that budget follows the keywords that actually close.

Most underperforming Google Ads accounts are not a bidding problem — they are a structure problem. Campaigns are organised around what is convenient to build rather than how buyers actually search, so budget leaks into terms that will never convert. I rebuild accounts around intent tiers, tighten the query-to-landing-page match, and make the negative keyword list do real work.

What that includes

Account audit and rebuild plan
Intent-tiered campaign and ad group structure
Keyword research with a working negative list
Ad copy testing framework
Bid strategy and budget pacing

Conversion Tracking & Measurement

If the tracking is wrong, every optimisation after it is guesswork. This gets fixed first, always.

A surprising number of accounts optimise toward conversions that are double-counted, mis-attributed, or not real conversions at all. Before touching bids I verify that every conversion action reflects a genuine business outcome, that enhanced conversions and consent are configured correctly, and that the numbers in Google Ads reconcile with the numbers in the CRM.

What that includes

Conversion action audit and cleanup
GA4 and Google Tag Manager configuration
Enhanced conversions and consent mode
Offline and CRM conversion import
Reporting that reconciles with the business

Landing Page Design & CRO

The click is the cheap part. Most of the result is decided after the visitor lands — so I design the page as well as optimise it.

Sending paid traffic to a homepage is the most expensive habit in performance marketing. A dedicated page with one job, a single obvious action, and the specific proof a sceptical buyer needs will routinely outperform a generic page at the same spend — without touching the campaign at all. I work at both ends of that: designing and building the page from scratch when there isn't one worth sending traffic to, and running structured conversion rate optimisation on the pages that already exist. Design without testing is decoration; testing without a coherent page is fiddling at the margins. The two belong together.

What that includes

Landing page design and build, matched to the ad's promise
Message, offer and proof hierarchy
Conversion rate audit of existing pages
Form design tuned for lead quality, not just volume
Page speed and Core Web Vitals
Structured A/B and multivariate testing
Heatmap and session review to find where attention breaks

Shopping, Display & YouTube

Feed-driven and visual campaigns for businesses where search volume alone is not enough demand.

For ecommerce and considered purchases, search captures existing demand but rarely creates it. Shopping campaigns live or die on feed quality; Display and YouTube work when they are treated as demand generation with their own measurement, not as a cheap way to inflate impression counts.

What that includes

Merchant Center feed diagnosis and optimisation
Shopping and Performance Max structure
YouTube campaign setup and creative direction
Audience and remarketing architecture
Incrementality-aware reporting

Account Audits & Rescue

A structured second opinion on an account that has stopped producing — with a plan, not just a list of problems.

Performance rarely collapses for one reason. An audit works backwards from the outcome: is this a tracking problem, a structure problem, an offer problem, or a market problem? Each has a completely different fix, and diagnosing the wrong one costs months.

What that includes

Full account and tracking audit
Wasted spend analysis
Prioritised remediation roadmap
Competitive and auction insight review
Implementation support

How engagements usually run

Almost everything starts with an audit, because taking over an account without one means guessing. The audit covers tracking accuracy first, then structure, then spend efficiency, and it produces a prioritised list rather than a catalogue of everything that could theoretically be improved.

After that, work is either a fixed-scope project (rebuild, migration, tracking implementation) or ongoing management. I keep the number of concurrent accounts low because I do the work myself.

If an account is too small for paid search to generate meaningful learning data, I will say so. Taking on an engagement that cannot succeed helps neither of us.

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