Performance marketing consultant, uk
When paid media stops performing, I find out why
Independent audits, turnarounds and senior oversight for Google Ads, Meta and measurement. I work directly with founders and marketing leaders to diagnose what broke, fix it, and prove the fix with numbers you can trust.
- 15+ years in performance media
- 20+ markets managed for a single global brand
- £2.2m annual P&L owned and grown 17% year on year
- 16% of spend found on zero-sale keywords in one recent audit
Findings
Three things I see repeatedly
Finding 01
Most "Google Ads problems" are measurement problems. Broken tracking trains bidding on the wrong signals, and everything downstream degrades.
Finding 02
Agencies rarely volunteer bad news. Independent oversight changes what gets surfaced and how fast it gets fixed.
Finding 03
Recovery is a sequence, not a setting. Diagnose, fix measurement, rebuild bidding, then scale. Skipping steps costs months.
Services
Five ways I typically work
Every engagement starts with evidence, and most clients start with the audit.
Google Ads audit
A fixed-fee, fixed-scope audit of your account, tracking and landing pages, with a prioritised fix list.
Read moreGoogle Ads turnaround
Hands-on recovery for accounts where performance has fallen and nobody can agree why.
Read moreTracking and measurement
Audit and rebuild of the measurement layer when GA4, the ad platforms and finance all disagree.
Read moreFractional head of performance
Senior performance leadership one to three days a week, without the permanent hire.
Read moreRegulated sector marketing
Growth inside ASA, MHRA and GPhC rules for health, telehealth, pharmacy and aesthetics.
Read moreMethod
How I work
- 01
Diagnose
A structured audit of accounts, tracking and the funnel. You get findings in plain English with the evidence attached.
- 02
Fix
I do the work or direct the people who do, with a sequenced plan and clear owners.
- 03
Prove
Every change is measured against an agreed baseline. If it did not work, you will hear it from me first.
Selected experience
Brands I have worked on include Specsavers, L'Oreal, Philips, Jaguar Land Rover, Unilever, Chanel, Stella McCartney, Bicester Village and Celebrity Cruises, across agency and in-house roles.
Daniel Whitehouse
Performance marketing consultant
Writing
Latest from the blog
- 12 August 2026
How to audit a Google Ads account: the twelve checks I run first
The twelve checks I run on every Google Ads audit, from conversion actions to invalid clicks, and what each one usually finds.
- 5 August 2026
Value-based bidding: when it helps and when it hides problems
Value-based bidding can rescue a starved account or quietly optimise to fiction. How to tell which is happening in yours.
- 29 July 2026
Consent mode v2: what it really does to your conversion data
What consent mode v2 changes in GA4 and Google Ads reporting, what you lose, what gets modelled, and how to plan for the dip.