Services
Paid Social managed from strategy to scale.
Strategy, campaigns, creative and performance run as one system, across ecommerce and lead generation accounts, with decisions made on the data and one person accountable from analysis through to growth.
Scope
What I take on.
Six areas, run as one system rather than as separate activities.
Strategy & business economics
Objectives, margins, customer value and acquisition targets define what the channel has to produce, and the criteria it gets judged on.
Campaign architecture & media buying
Meta and TikTok, funnel, campaigns, audiences, budget allocation and day to day management, built around the objectives of the business.
Creative strategy & testing
Creative performance analysis, angle and message development, formats, briefs and testing priorities, working alongside your creative team or producing the assets the tests need directly when required.
Optimisation & scaling
Spend reallocation, iteration and budget increases where data, performance and margin show the growth is sustainable.
Measurement & strategic direction
Tracking, performance reading and reporting built around decisions: what we learned, what changes, and what the next move is.
Beyond Paid Social
Where the project calls for it, lifecycle marketing and Klaviyo automation can come in as an additional, separate scope.
What you get
What changes when Paid Social works as one system.
One strategy, not isolated campaigns
Budget, audiences, creative and funnel all pull toward the same business objectives.
Decisions grounded in the numbers
You can see what is working, what is not, and where to act before you put more money behind it.
Testing that generates learning
Every test has to either improve performance or tell you something the next decision needs.
One person accountable for Paid Social
Strategy and execution stay connected, so the account, the creative and the performance are never run as three separate jobs.
Method
From analysis to scale.
A structured process for working out where to act, validating the decisions, and putting budget and effort behind what actually drives growth.
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Discovery
Business economics, performance history, customer journey, offer, funnel and where the growth is available.
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Foundations
Account structure, funnel architecture, audience framework, budget allocation and objectives.
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Strategy & Build
Full-funnel strategy, audience strategy, creative angles and formats, campaign setup and testing roadmap.
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Validation
Audience testing, creative testing, performance analysis and consolidating what the tests taught us.
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Optimization & Scale
Budget scaling, expanding the signals that win, creative iteration and continuous optimisation.
FAQ
Frequently asked questions about working together.
Budgets, platforms, creative, timelines and how we work together.
What level of ad spend do I need to work with you?
There is no universal threshold: it depends on the business, the market and a sustainable cost of acquisition. If the available budget will not support a reliable test, I say so before we start and tell you how I would proceed.
Do you work only with Meta Ads, or TikTok Ads as well?
Meta Ads and TikTok Ads. Funnel, campaigns, audiences and budget allocation are built around the objectives of the business, not around the platform. Where the project calls for it, lifecycle marketing and Klaviyo automation can come in as an additional, separate scope.
Do you handle creative strategy and production?
Creative strategy sits inside the scope: creative performance analysis, angle and message development, formats, briefs and testing priorities, set together with you or your creative team. When needed, I can also produce the ad creatives required for the campaigns, so strategy, production and testing stay connected to the account data. Strategy, management and account decisions are not delegated: I work on every project myself.
How long does it take before performance can be evaluated?
A first read makes sense after at least a month. A genuinely reliable judgement needs enough data and conversions, and how long that takes depends on the account's volume.
How long does an engagement typically last?
I do not apply a standard minimum term to every project. Scope and duration are set against the work actually needed and agreed before we start.
Do I retain ownership of my accounts and data?
Yes, always. The ad account, the data and the assets remain the client's property. I work through the access needed to run them, and at the end of the engagement the client keeps full ownership and control of everything.
Can you guarantee a specific ROAS or CPA?
No. I give an estimate only after seeing the account and the business numbers. Before that it is a guess, and presenting a guess as a promise helps neither of us.
Contact
Tell me where you are and where you want to get to.
I read every enquiry myself and reply within 24 business hours, to understand the context, the objective, and whether I am the right person to help.
I will answer you personally, within 24 business hours.
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