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Paid Media Strategy

Google, Meta and TikTok strategy built on honest measurement. £20m+ managed, Premier Partner growth, a MER-led doctrine your finance director will trust.

I build paid media strategy that spends where it returns, measured honestly. Most accounts are not under-optimised, they are mis-measured: scaling channels that claim credit they did not earn. I fix the measurement first, then the media.

What you get

  • A channel strategy across Google, Meta and TikTok led by incremental return
  • A MER-led measurement spine, corrected with incrementality testing
  • Account architecture built for broad match and Smart Bidding where it earns its place
  • Server-side tagging and clean conversion data underneath it all

Proof anchor

£20m+ in paid media managed at Medialab, 60% year-on-year Google Ads growth, and Google Premier Partner status earned in February 2024.

Specific, productised entry points

Google Ads Audit

A productised, fixed-fee account audit.

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Measurement Audit

MER, incrementality, GA4 and server-side tagging.

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Private Healthcare

CQC-regulated paid media and healthcare ad-policy navigation.

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Frequently asked questions

What channels do you cover?

Google, Meta and TikTok primarily, with the measurement and tagging layer underneath them. The strategy is channel-agnostic: spend follows incremental return, not channel loyalty.

Do you run the accounts or advise on them?

Both shapes exist. I can own the strategy and direct your team, or run hands-on for a defined period. The fractional leadership engagement is the route for ongoing ownership.

What is MER-led measurement?

Media Efficiency Ratio looks at total revenue against total media spend, rather than trusting each platform's self-reported ROAS. It is the honest top-line number, corrected with incrementality testing. It stops you scaling channels that only look efficient because they claim the credit.

How big does my budget need to be?

The discipline matters more than the number. I have worked on £20m+ portfolios and on lean challenger budgets. If spend is large enough that waste is expensive, strategy pays for itself.

Where do I start?

Often with an audit. A Google Ads audit or a measurement audit gives a fast, fixed-fee read on what is working before any ongoing commitment.

Spending money you can't fully account for?

Send a brief, or start with a fixed-fee audit. I'll tell you where the waste is before you commit to anything ongoing.

Send a brief → Book a call