Experienced paid advertising strategy, management and optimisation
Paid advertising works best when the platform, campaign approach, audience, offer, landing experience and measurement are aligned with how customers actually buy. I help businesses decide where Google and Meta fit, choose the right approach and manage campaigns around clear commercial objectives.
Google Ads
More than search — and more than 20 years of hands-on experience
Google Ads today spans much more than traditional search advertising. Depending on the business and the customer journey, the right approach may involve Search, Shopping, Performance Max or a combination of campaign types. Knowing what to use, how to structure it and where to invest is a significant part of getting the account right.
I have been managing Google Ads campaigns since 2005, across a wide range of product and service businesses and very different buying decisions. That experience means I do not start with a preferred campaign type. I look at the business objective, how customers buy, the level of existing demand, the offer, margins and value, the landing experience and the quality of the available data before deciding how Google Ads should be used.
From socks to housing developments.
The products, services, budgets and buying journeys may be very different, but the principle is the same: the campaign structure and investment need to make commercial sense for the business.
Google Ads support can include
- Campaign strategy, setup and account structure
- Search, Shopping and Performance Max campaigns
- Keyword, search-term and competitor analysis
- Landing page and conversion-path review
- Conversion tracking and measurement
- Bid, budget and campaign optimisation
- Ongoing management, testing and reporting
- Existing account audits and restructuring
Meta Advertising
Build demand, influence consideration and generate results
Meta can play a very different role depending on what you sell. For higher-involvement purchases, it can help build awareness, reach defined audiences, support a longer consideration journey, retarget interested prospects and generate qualified leads. For everyday consumer products, it can support discovery, promotions, remarketing and direct sales.
The objective is not simply to boost content. Effective Meta advertising depends on choosing the right campaign objective, audience, creative, offer and conversion route – and understanding where paid social should sit within the wider marketing and customer journey.
Meta advertising support can include
- Campaign strategy and objective selection
- Audience planning and targeting
- Lead generation and conversion campaigns
- Awareness and consideration campaigns
- Remarketing and audience re-engagement
- Creative and messaging direction
- Landing page and lead-path review
- Tracking, testing, optimisation and reporting
Before You Spend More
More budget rarely fixes a campaign when the fundamentals are wrong. Before increasing spend, I look at the objective, audience, offer, messaging, landing experience and measurement to identify where performance may be breaking down and what needs to change first.
Already Running Campaigns?
If Google or Meta campaigns are already running, an independent review can show whether the account is structured well, whether the data can be trusted and where budget or opportunities may be being lost.
- Campaign and account structure
- Targeting, keywords, search terms and audiences
- Budget allocation and bidding
- Ad messaging and creative
- Conversion tracking and lead quality
- Conversion costs, return and commercial value
- Landing pages and conversion journeys
- Priorities for optimisation or restructuring
Why Work With Optimise?
- Google Ads campaign experience dating back to 2005
- Google Partner
- Experience across both product and service businesses, from everyday purchases to high-value, considered decisions
- Campaigns managed directly by an experienced digital marketing consultant
- Paid advertising considered within the wider marketing strategy rather than as a standalone activity
- A focus on meaningful commercial outcomes, not simply clicks, impressions or platform metrics
- Ongoing testing, optimisation and clear reporting
