For businesses
Marketing
Google Ads and paid media, measurement, SEO, email and automation, run as one marketing function for a small or mid-sized business. One person accountable for all of it, not four freelancers with four opinions. Or the judgement on its own, if the team is already there.
Most small and mid-sized companies do not have a marketing problem. They have a measurement problem that looks like one: the thing that makes money is the one thing nobody counts, so budget gets judged against whatever the platform happens to report.
So the work starts with what the business actually earns from. Campaigns come later. Tracking first, then structure, then spend. After that it is unglamorous and continuous: a monthly report a business owner can read and act on, and changes made because a number said so.
Google Ads is usually where that starts, because it is where the money is moving fastest and where the waste is easiest to prove. It is rarely where it ends. An account that has been fixed tends to expose the next constraint, and that is as often a landing page, an email flow or a positioning problem as it is a bid.
What the work covers
- Google Ads and paid media
- Search, Shopping, Performance Max and paid social, built around what the business earns, not what the platform counts. Ten years of it. The accounts I run now sit at 320% ROAS on a quarter less monthly spend.
- Measurement and tracking
- GA4 and conversion tracking wired to the step that actually makes money, including the ones that happen off the website: a booking, a phone call, a showroom visit, a quote request.
- SEO and content
- The organic side of the same question. Which queries are worth ranking for, what has to exist on the page to earn it, and what publishing rhythm a business can actually keep.
- Email marketing and automation
- The channel you already own. Sequences that follow up on the interest paid media bought, so a lead that was not ready in March is still there in June.
- Branding, positioning and market research
- Before the channels, the argument. Who the offer is for, what it is against, and what a market already believes, settled with research instead of with somebody's taste.
- AI in the marketing workflow
- Used where it holds up, not where it demos well: volume at the top of the funnel, and the repetitive work around reporting and research. On my own accounts it lifted organic traffic by at least 53%.
Consultation
Not every business needs the function handed over. Sometimes the team is already there and what is missing is a verdict on what they built. Three shapes, all of them advice, none of them delivery.
- An audit with a written verdict
- One look at the account, the tracking underneath it and the reporting on top, ending in a document that says where the money goes and what to change. Finite and dated. It is built the way the frameworks on this site are built: a claim, the conditions it holds under, and the figures it rests on.
- Advice for a team that stays in-house
- They keep running their own marketing. I look at what they have built, say what is wrong with it and what I would do instead, and they execute it. Nothing is handed over and nobody is replaced.
- A standing second opinion
- Low volume and ongoing. You call when a decision is expensive enough to be worth an outside read, and I say what I would do. No deliverable and no report, just the judgement, from someone with accounts running today.
What this is not
- A freelancer is hired for output: campaigns built, ads written, hours delivered. This is hired for decisions, which is a different job.
- I run a marketing function day to day, with a team and a portfolio of accounts. A freelancer works one account at a time, fitted between other clients. The processes you get are already running somewhere else; nothing is invented on your budget.
- The reasoning is written down. A freelancer who leaves takes the account knowledge with them; the point of this is that a report, a structure and a set of rules stay behind when the engagement ends.
- Ten years in paid media, a Master of Business Management (MSc) from Wittenborg University of Applied Sciences, and accounts running right now. The examples come from this month, not from a job I left.
It fits when
- You are spending real money on ads and cannot say what it returns
- The thing that makes you money happens off the website, in a showroom, on a phone call or in an inbox
- You want the reasoning written down, not a dashboard login
It does not fit when
- You want more campaigns and the decisions are already made
- You need a full in-house team hired and managed
- There is too little spend moving for better measurement to change anything
Getting started
Tell me what you are trying to change and by when. If it is not something I can help with I will say so.