Selected paid media work

Proof in the
work.

Four examples of paid media problems I’ve worked through, from local acquisition and ecommerce efficiency to better lead quality.

The businesses are anonymised to respect client confidentiality. The work spans agency, in-house and independent consultancy roles across more than 10 years.

01Funeral services 02Regional broadband 03Skincare ecommerce 04Online education

01Funeral services

Protecting local growth as the market changed

A national funeral provider needed to defend its local presence while lower-cost, online-only competitors changed how people searched and compared providers.

The challenge

The account had to generate profitable growth without simply increasing spend. Campaigns also needed to balance price-led competition with the trust and personal service offered by a local branch network.

What I worked on

Aligned Google Search campaigns with local and branch-level intent
Continuously improved Maps and local advertising visibility
Developed pricing-led messaging supported by reassurance and local trust
Measured performance against bookings and profit, not just platform conversions

02Regional broadband

Growing sign-ups inside a restricted service area

A broadband provider could only serve selected postcodes, sometimes reaching one side of a street but not the other. Broad geographic targeting would have wasted a substantial part of the budget.

The challenge

Growth had to come from the existing footprint. The campaigns needed to find serviceable households accurately and make the advertising feel relevant to each local area.

What I worked on

Combined postcode and radius targeting with demographic audiences
Created area-specific messaging and locally relevant creative
Coordinated acquisition activity across Google Ads and Meta
Used service availability as a hard targeting constraint throughout

03Skincare ecommerce

Turning Meta into a more efficient sales channel

An established skincare business had strong sales volume, but high paid-social acquisition costs were putting pressure on margins and limiting profitable growth.

The challenge

The job was to improve efficiency without sacrificing useful volume. That meant making the account easier to control and creating a more deliberate approach to audiences, creative and budget allocation.

What I worked on

Separated prospecting and retargeting to reduce audience overlap
Used first-party customer data to strengthen high-intent targeting
Introduced a structured creative testing framework
Reallocated budget towards the audiences and ads producing the lowest CPA

04Online education

Optimising for enrolments rather than cheap enquiries

An online education provider wanted more UK enquiries from Google Ads, but the bigger commercial opportunity was improving how many of those enquiries ultimately became enrolled students.

The challenge

Platform lead volume alone could not show which campaigns created value. Bidding and reporting needed to move closer to the final enrolment outcome.

What I worked on

Used CRM outcomes to inform bidding and audience signals
Tested target CPA strategies against cost per enrolled student
Improved sitelinks and landing-page alignment for specific education needs
Balanced lead volume with downstream quality and profitability

Your account next

Need a clearer view of what paid media could be doing?

Tell me where things stand now. I’ll give you an honest view on the opportunity, what I’d examine first and whether I’m the right person to help.

Discuss your project