Process

Start with the account. Not the pitch deck.

The first job is to understand what is actually happening. From there, the work becomes a calm cycle: fix the basics, test properly, keep what works, and explain the numbers clearly.

01

Look through the account

I check the setup, tracking, spend, search terms, creative, audiences and reporting. The aim is to find the places where money or clarity is leaking.

02

Fix the foundations

Before scaling anything, the basics need to be reliable: conversion actions, naming, exclusions, budgets, feeds, events and landing page signals.

03

Build a simple testing plan

We agree what is worth testing and why. That might be keywords, offers, creative angles, landing pages, audiences or budget splits.

04

Review what changed

Reports should not be a pile of screenshots. You should know what happened, what I think caused it, and what I recommend doing next.

05

Move spend carefully

When something works, we push it. When it stops working, we do not pretend. Spend moves towards the clearest evidence.

Good paid media is usually less dramatic than people make it sound. It is careful setup, honest reporting and lots of small decisions made in the right order.