Paid Media

Spend follows evidence, not habit

Paid media fails in two familiar ways: tracking that cannot see what happens after the click, and optimisation towards leads that sales quietly ignores. Both are fixable before the first campaign launches, which is exactly when I fix them.

My campaign work sits on top of the rest of the system: verified conversion tracking, landing pages built for the offer, CRM feedback on lead quality, and reporting in terms leadership recognises: cost per qualified lead, cost per opportunity, pipeline contribution.

What the engagement covers

Strategy and structure. Channel selection and account architecture driven by intent and fit.

• In B2B, usually fewer campaigns, tighter audiences, offer-specific landing pages.
• LinkedIn account-based structures where precision pays.
• A regionalised account-based build lifted click-through by ~70% against the previous approach.

Tracking readiness. Measurement verified before spend scales.

• Pre-launch audit of conversion events and attribution windows.
• CRM connection confirmed end to end.
• No budget scales on numbers you cannot trust.

Landing pages. Per-offer pages with one job each.

• Built on the site’s design system, not a disconnected page-builder.
• One offer, one action per page.
• Shipped fast, so campaigns are not waiting on pages.

Optimisation and experimentation. A weekly cadence with explicit hypotheses.

1. Test audiences, offers, creative and bidding in sequence.
2. Record every decision and its result.
3. Feed the learning back into account structure.

Budget governance and lead quality. Spend aimed at revenue, not vanity.

• Rules for when budget moves and why.
• A standing feedback loop with sales.
• Optimisation targets revenue-producing leads, not form fills.