Services
Every engagement starts with evidence. These are the five ways I typically work, and most clients start with the audit.
A fixed-fee, fixed-scope audit of your Google Ads account, tracking and landing pages. I go through the account the way I would if I were taking it over: conversion actions and what bidding actually optimises to, search terms and waste, bid strategy history, quality score at landing page level, URL health, invalid clicks, budget allocation and impression share. You get a written findings document, a prioritised fix list, and a call to walk through it.
For accounts where performance has fallen and nobody can agree why. I take ownership of the recovery: stabilise spend, fix the conversion signals bidding learns from, rebuild campaign structure in a controlled sequence, and report progress weekly against an agreed baseline. Typical engagements run 30 to 90 days. I have led recovery work on accounts spending six figures a month, including rebuilding value-based bidding from the ground up and unwinding double-counted conversions that had been training the algorithm on fiction.
If your GA4, ad platforms and finance numbers all disagree, this is where I start. I audit and rebuild the measurement layer: GTM containers, GA4 configuration, consent mode, cross-domain tracking, offline conversion feedback into Google and Meta, and the conversion actions bidding actually uses. Recent work includes diagnosing a cross-domain break that left the majority of paid revenue unattributed, and rebuilding conversion actions so the platforms optimised to real sales instead of soft page events.
Senior performance leadership one to three days a week, without the permanent hire. I run the channel strategy, hold agencies to account, own the reporting your board actually reads, and build the measurement and automation that outlasts me. I have sat on both sides of the table: agency-side up to global activation lead across 20+ markets, and in-house leading acquisition through a difficult trading period, reporting directly to the CEO.
Health, telehealth, pharmacy, aesthetics and other sectors where the ASA, MHRA and GPhC set the rules. I have run acquisition for a regulated UK telehealth business, where every ad, landing page and claim has to survive scrutiny, and where compliance changes can move conversion rates overnight. I help you grow inside the rules: compliant ad copy and landing page approaches, consent and privacy done properly, and honest measurement of what compliance changes cost so decisions are made with open eyes.