Performance Marketing
I can take full ownership of your performance marketing — improving efficiency, protecting margin, and scaling acquisition without losing control.
Paid Social
Meta | LinkedIn
Starting from (based on portfolio size):
£850/month
Account reviewed daily
Lead quality prioritised
Budget pacing managed
Aligned with wider strategy
Creative testing and iteration
Detailed monthly reporting
No set-up fee
Paid Search
Google | Bing
Starting from (based on portfolio size):
£700/month
Account reviewed daily
CPA & CPL targets protected
Bid strategies actively managed
Account structure perfected
Wasted spend prevented
Detailed monthly reporting
No set-up fee
Performance marketing typically included at no extra cost as part of Commercial Direction + Creative Outsourcing. 🙌
Let’s review your performance 💬
If your ad spend isn’t translating into the results it should, or performance feels inconsistent or hard to control, please don’t hesitate to get in touch.
Let’s review your performance 💬
If your ad spend isn’t translating into the results it should, or performance feels inconsistent or hard to control, please don’t hesitate to get in touch.
Questions? Find out more below.
What experience do you have managing performance marketing?
I’ve worked in performance marketing for close to a decade, managing accounts across a range of spend levels. Over that time I’ve overseen combined budgets typically in the region of £50,000–£75,000 per month, with some individual accounts spending £10,000 per day — where performance required hourly monitoring. Through that time, I’ve gained experience working in competitive sectors including insurance, ecommerce, and fulfilment. That exposure has been invaluable, building the judgement to know when intervention is needed, what action to take, and when performance should be left to stabilise. Performance marketing has shifted significantly over that period, particularly across Google and Meta. I’ve worked through those changes directly, adapting structure, testing, and optimisation as platforms and competition evolved. That experience carries into how I manage training-sector accounts today.
Why work with you rather than a typical agency?
You work directly with me. The person responsible for performance is the person inside the account every day — not a junior executive, and not someone overseeing too many accounts to stay close to performance. Agency models are built around teams, utilisation, and margin. In practice, that often means you’re either paying senior rates for limited attention, or junior rates for less experienced hands. My model is simpler — direct oversight, clear structure, and pricing aligned to what the account actually requires to perform well. Alongside that, I bring specific experience in training-sector acquisition. Training leads behave differently to most categories — longer consideration, layered hesitations, and real capacity behind the scenes. That context shapes how campaigns are structured, how performance is interpreted, and how spend is managed. You get experienced, sector-informed campaign management — without the agency structure around it.
What level of spend and account size are you used to managing?
Across my time in performance marketing, I’ve overseen combined monthly budgets typically in the region of £50,000–£75,000, with some individual accounts spending up to £10,000 per day. Earlier in my career at MediaCom, I worked within a team responsible for monitoring performance and budget across several national brands, where monthly spend reached into seven figures across multiple channels. That environment provided early exposure to large-scale campaign management and disciplined performance oversight. I’m comfortable managing both — whether the priority is disciplined efficiency at moderate spend, or maintaining control as spend increases.
How hands-on are you in the account day to day?
I’m in the account daily — it’s the first thing I check when I open my laptop, and often the last thing before I switch off. Performance is reviewed consistently, and adjustments are made where needed to keep things on track. That said, accounts are always built to run cleanly and predictably. Once the foundations are in place, day-to-day management is rarely about constant intervention. It’s about maintaining control, spotting change early, and making measured adjustments rather than reacting unnecessarily.
What does ongoing management involve beyond basic campaign setup?
Campaign setup is only the starting point. Ongoing management is about staying close to performance and keeping the account controlled as conditions change. For Google Ads, that includes daily review of search terms, refining targeting, and making structural or bid adjustments where needed to protect efficiency. For paid social, it involves monitoring performance, refining audiences, testing variations, and adjusting structure to keep results moving in the right direction. More broadly, it’s about remaining on top of performance — spotting movement early, making measured adjustments, and ensuring nothing drifts. You also have direct access to me. If performance shifts, conditions change, or you simply want clarity on what’s happening, I’m close enough to the account to respond quickly and speak with certainty.
How does your pricing compare to typical agencies or freelancers?
My pricing is intentionally lower than a traditional agency model and competitive with experienced freelancers. Performance marketing for training providers is usually straightforward in structure. The work is less about building something elaborate and more about setting campaigns up properly, monitoring performance closely, and making consistent, well-judged adjustments. My pricing reflects that reality. It’s aligned to what the account genuinely requires to perform well — not inflated by layered process, multiple account managers, or unnecessary overhead. When combined with Creative Outsourcing, pricing improves even further. Creative carries much of the workload, while campaign management centres on experienced oversight — knowing what to prioritise, protecting performance, and making the right adjustments as conditions change. You receive experienced, hands-on campaign management shaped by specific training-sector experience — without the cost structure of a traditional agency.
How do you ensure ad spend actually translates into quality enquiries, not just volume?
Volume on its own has little value if the enquiries don’t convert. Lead quality is monitored closely — not just how many enquiries come in, but how they behave afterwards, how they convert, and whether they support the economics of the course. I’ve seen what happens when quality drifts. Costs appear healthy on the surface, but conversion weakens, sales slow, and margin erodes. Preventing that is a core part of management — shaping targeting, structure, and messaging so the right people enquire, not just more people. Paid search captures intent, but paid social shapes it. Creative and campaigns are built to warm prospects, build familiarity, and remove hesitation so enquiries arrive more engaged and further along the decision process. The aim is simple: enquiries that convert, support margin, and make the decision easier — with your business the natural choice.
How do you protect CPA and CPL targets?
CPA and CPL are monitored closely, but they’re not treated in isolation. In training, decisions often take time. Costs can move over a few days before conversion catches up, and reacting too quickly can do more harm than good. Part of protecting efficiency is understanding when movement is temporary and when it signals a structural issue. That requires holding your nerve at times, but also acting decisively when performance genuinely shifts. Inside the platform, I make the adjustments needed to keep costs disciplined — refining search terms, bids, targeting, structure, and spend allocation. But CPA and CPL are rarely shaped by the ad account alone. When I take over an account where costs are already high, I look beyond the platform — at positioning, messaging, landing pages, lead handling, and where hesitation may be building in the decision process. Those areas are reviewed and addressed alongside campaign changes. The objective is controlled CPA and CPL — managed inside the platform, and supported by the positioning, messaging, and lead journey around it.
How do you handle performance dips or periods of volatility?
Short-term dips and volatility are normal, particularly in training where decisions take time and demand doesn’t move in straight lines. The key is understanding whether movement is temporary or something that genuinely requires intervention. Performance is reviewed daily, with clear tracking in place so change is seen early and in context. That allows decisions to be measured rather than reactive — holding steady where appropriate, and acting decisively when something structural has shifted. Tracking is always in place for performance, but if you’re also working with me on Commercial Direction, performance is viewed in the context of net and gross profitability across the business. That wider view makes volatility easier to interpret — helping avoid overcorrection during dips and missed opportunity during stronger periods. The aim is to keep the business steady through inevitable movement — protecting efficiency and adjusting at the right time rather than reacting under pressure.
What experience do you have managing performance marketing?
I’ve worked in performance marketing for close to a decade, managing accounts across a range of spend levels. Over that time I’ve overseen combined budgets typically in the region of £50,000–£75,000 per month, with some individual accounts spending £10,000 per day — where performance required hourly monitoring. Through that time, I’ve gained experience working in competitive sectors including insurance, ecommerce, and fulfilment. That exposure has been invaluable, building the judgement to know when intervention is needed, what action to take, and when performance should be left to stabilise. Performance marketing has shifted significantly over that period, particularly across Google and Meta. I’ve worked through those changes directly, adapting structure, testing, and optimisation as platforms and competition evolved. That experience carries into how I manage training-sector accounts today.
Why work with you rather than a typical agency?
You work directly with me. The person responsible for performance is the person inside the account every day — not a junior executive, and not someone overseeing too many accounts to stay close to performance. Agency models are built around teams, utilisation, and margin. In practice, that often means you’re either paying senior rates for limited attention, or junior rates for less experienced hands. My model is simpler — direct oversight, clear structure, and pricing aligned to what the account actually requires to perform well. Alongside that, I bring specific experience in training-sector acquisition. Training leads behave differently to most categories — longer consideration, layered hesitations, and real capacity behind the scenes. That context shapes how campaigns are structured, how performance is interpreted, and how spend is managed. You get experienced, sector-informed campaign management — without the agency structure around it.
What level of spend and account size are you used to managing?
Across my time in performance marketing, I’ve overseen combined monthly budgets typically in the region of £50,000–£75,000, with some individual accounts spending up to £10,000 per day. Earlier in my career at MediaCom, I worked within a team responsible for monitoring performance and budget across several national brands, where monthly spend reached into seven figures across multiple channels. That environment provided early exposure to large-scale campaign management and disciplined performance oversight. I’m comfortable managing both — whether the priority is disciplined efficiency at moderate spend, or maintaining control as spend increases.
How hands-on are you in the account day to day?
I’m in the account daily — it’s the first thing I check when I open my laptop, and often the last thing before I switch off. Performance is reviewed consistently, and adjustments are made where needed to keep things on track. That said, accounts are always built to run cleanly and predictably. Once the foundations are in place, day-to-day management is rarely about constant intervention. It’s about maintaining control, spotting change early, and making measured adjustments rather than reacting unnecessarily.
What does ongoing management involve beyond basic campaign setup?
Campaign setup is only the starting point. Ongoing management is about staying close to performance and keeping the account controlled as conditions change. For Google Ads, that includes daily review of search terms, refining targeting, and making structural or bid adjustments where needed to protect efficiency. For paid social, it involves monitoring performance, refining audiences, testing variations, and adjusting structure to keep results moving in the right direction. More broadly, it’s about remaining on top of performance — spotting movement early, making measured adjustments, and ensuring nothing drifts. You also have direct access to me. If performance shifts, conditions change, or you simply want clarity on what’s happening, I’m close enough to the account to respond quickly and speak with certainty.
How does your pricing compare to typical agencies or freelancers?
My pricing is intentionally lower than a traditional agency model and competitive with experienced freelancers. Performance marketing for training providers is usually straightforward in structure. The work is less about building something elaborate and more about setting campaigns up properly, monitoring performance closely, and making consistent, well-judged adjustments. My pricing reflects that reality. It’s aligned to what the account genuinely requires to perform well — not inflated by layered process, multiple account managers, or unnecessary overhead. When combined with Creative Outsourcing, pricing improves even further. Creative carries much of the workload, while campaign management centres on experienced oversight — knowing what to prioritise, protecting performance, and making the right adjustments as conditions change. You receive experienced, hands-on campaign management shaped by specific training-sector experience — without the cost structure of a traditional agency.
How do you ensure ad spend actually translates into quality enquiries, not just volume?
Volume on its own has little value if the enquiries don’t convert. Lead quality is monitored closely — not just how many enquiries come in, but how they behave afterwards, how they convert, and whether they support the economics of the course. I’ve seen what happens when quality drifts. Costs appear healthy on the surface, but conversion weakens, sales slow, and margin erodes. Preventing that is a core part of management — shaping targeting, structure, and messaging so the right people enquire, not just more people. Paid search captures intent, but paid social shapes it. Creative and campaigns are built to warm prospects, build familiarity, and remove hesitation so enquiries arrive more engaged and further along the decision process. The aim is simple: enquiries that convert, support margin, and make the decision easier — with your business the natural choice.
How do you protect CPA and CPL targets?
CPA and CPL are monitored closely, but they’re not treated in isolation. In training, decisions often take time. Costs can move over a few days before conversion catches up, and reacting too quickly can do more harm than good. Part of protecting efficiency is understanding when movement is temporary and when it signals a structural issue. That requires holding your nerve at times, but also acting decisively when performance genuinely shifts. Inside the platform, I make the adjustments needed to keep costs disciplined — refining search terms, bids, targeting, structure, and spend allocation. But CPA and CPL are rarely shaped by the ad account alone. When I take over an account where costs are already high, I look beyond the platform — at positioning, messaging, landing pages, lead handling, and where hesitation may be building in the decision process. Those areas are reviewed and addressed alongside campaign changes. The objective is controlled CPA and CPL — managed inside the platform, and supported by the positioning, messaging, and lead journey around it.
How do you handle performance dips or periods of volatility?
Short-term dips and volatility are normal, particularly in training where decisions take time and demand doesn’t move in straight lines. The key is understanding whether movement is temporary or something that genuinely requires intervention. Performance is reviewed daily, with clear tracking in place so change is seen early and in context. That allows decisions to be measured rather than reactive — holding steady where appropriate, and acting decisively when something structural has shifted. Tracking is always in place for performance, but if you’re also working with me on Commercial Direction, performance is viewed in the context of net and gross profitability across the business. That wider view makes volatility easier to interpret — helping avoid overcorrection during dips and missed opportunity during stronger periods. The aim is to keep the business steady through inevitable movement — protecting efficiency and adjusting at the right time rather than reacting under pressure.