№ 02 — The archive

Six years, 80+ accounts, one set of numbers.

Real campaigns I ran end-to-end. Most clients sit behind NDAs so the names are anonymised, but every number below was pulled straight from GA4, Google Ads or Looker. No vanity metrics, no rounding up.

cases logged

£500K+

paid spend managed

verticals shipped

years live

Hospitality & events Ecommerce & DTC Local services & trades Heritage & luxury retail B2B & tech Lead gen & renewables

№ 01 — Hospitality & events

Restaurants, ticketed events and food-and-drink DTC.

Michelin restaurant group

CPA cut 200% across 7 Michelin-starred restaurants.

Pompadour, Haar, Dulse Edinburgh, Dulse Glasgow, Dune, The Forager, Temple Lane, Ochils Arms. Plus 5 DTC Shopify stores under the same group (Haar at Home, Wagyu Burger, Lunan Gin, Mond Vodka, Shaaken Cocktails).

200%

CPA reduction

Michelin sites

DTC stores

platforms in Looker

Server-side tracking, GTM custom conversions, dynamic retargeting for cart abandoners, seasonal campaign cycles. Reported back via a single Looker dashboard pulling 8+ ad platforms.

GOOGLE ADS · META · GTM · GA4 · LOOKER · SHOPIFY

UK ticketed events

166% ROAS surge across 15+ UK Cocktail Weeks.

Stirling, Inverness, Newcastle, Dundee, St Andrews, Liverpool, Nottingham, Manchester, Perth, Cardiff and more. £4K per-city test budget on a single repeatable framework.

166%

ROAS surge

−44%

ticket CAC

15+

cities shipped

£4K

per-city budget

Hyper-local geo targeting plus lookalikes plus retargeting layers. Each city used the same framework, then tuned for local lift in 7-day windows.

META ADS · LOOKALIKES · CUSTOM AUDIENCES

London showband

152 high-AOV booking enquiries from competitive event keywords.

7-month Google Ads programme for a London-based premium event-entertainment service. B2B-event keywords are some of the most competitive in UK paid search.

4.46K

paid clicks

137K

impressions

152

booking enquiries

3.25%

CTR

GOOGLE ADS · 19 JUN 2023 – 15 JAN 2024

№ 02 — Ecommerce & DTC

Shopify, Google Shopping, marketplaces and my own DTC brand.

UK speciality-sports ecommerce

14.6× ROAS on Google Shopping. £119K tracked revenue over 16 months.

£14.50 of tracked revenue for every £1 spent on Shopping. Campaign rebuilt from scratch, feed cleaned, GMC issues resolved, then scaled. Sept 2022 – Jan 2024.

14.6×

Shopping ROAS

£119K

tracked revenue

1,510

sales

6.20%

conv rate

Same brand on SEO side: 2.4× users (50K), 4.2× conversions (41K), 3.3× event volume (808K) in 12 months. Paid and organic compounding off the same feed.

GOOGLE SHOPPING · GMC · GTM · LOOKER · GA4

DTC — own company

+250% sales growth on Imaco Rugs in 8 months.

My own UK rug ecommerce brand. £20K multi-channel programme, custom Shopify site, mobile app, B2B and B2C funnels in parallel.

+250%

sales growth

+50%

international (3 mo)

marketplaces live

5K+

SKUs managed

Wayfair, 1stDibs, Etsy and more. AI-crawlable product detail drove 20% organic search contribution from AI engines (ChatGPT, Perplexity, Gemini).

SHOPIFY · META · GOOGLE · WAYFAIR · 1STDIBS · ETSY

Edinburgh luxury lighting

Doubled peak daily organic traffic on a mature 11K-user base.

Edinburgh designer chandelier and luxury lighting ecommerce. Organic search compounded across H2 2023.

11.9K

organic users

+10.3%

YoY users

15.6K

sessions

2×

daily peak

Daily organic users grew from ~50/day to ~100/day at peaks across the period. 9.07% session growth on top of base.

SEO · GA4 · SEARCH CONSOLE

№ 03 — Local services & trades

Electrical, gas, upholstery and property — the unglamorous backbone of SMB demand.

Glasgow trades launch

0 → 2,700 organic users in 7 months from cold start.

Brand-new Glasgow electrical contractor. No existing brand traffic, no backlinks, no GMB history at start. 10 May – 2 Dec 2023.

+1,576%

organic users lift

639

conversions

21K

events (+737%)

11.4%

paid conv rate

Paired with a Google Ads programme that hit 11.38% conversion rate, 217 leads at sub-3K clicks in the first 6 months. Trades launches usually take 18+ months to look like this.

SEO · GMB · GOOGLE ADS · GTM

Edinburgh electrical

3.3× organic users, 4.2× engagement events YoY.

Established Edinburgh electrical contractor and lighting design firm. 12-month organic programme through 2023.

17K

users (+237%)

3.6K

conversions

134K

events (+320%)

5.20%

paid conv rate

Paid side: 9.3K clicks, 482 booked-job conversions over a 2-year Google Ads window.

SEO · GOOGLE ADS · GA4 · SEARCH CONSOLE

Glasgow upholstery

10.21% CTR over 5 years. Triple the UK retail average.

5-year Google Ads programme on a Glasgow upholstery business. CTR and conv-rate held at category-leading levels at sub-£1 CPC.

10.21%

CTR (5-yr)

6.33%

conv rate

3,390

conversions

£0.89

avg CPC

Same brand quadrupled daily organic visitors in 4 months later in the engagement, from a near-zero baseline.

GOOGLE ADS · SEO · GA4

Glasgow gas & heating

+30% organic users, 200 conversions in 6 months on tight local-service intent.

Glasgow gas, heating and boiler engineers. Tight local-service keyword set, conversion-rate optimisation on call and form intent.

1.8K

users (+30%)

200

conversions

12K

events (+19.5%)

+37%

new users

SEO · GA4 · LOCAL SEARCH

№ 04 — Heritage & luxury retail

Family jewellers and premium showrooms where brand and intent overlap.

Glasgow heritage jeweller (est. 1904)

+46% organic users, +12pp search visibility YoY at sub-£0.55 CPC.

Glasgow family bespoke jeweller, engagement and wedding specialty. Long-horizon Google Ads (Q2 2018 – Q1 2024) paired with 2023 SEO uplift.

+46%

organic users

+52%

sessions

61.4K

clicks (+50% YoY)

£0.53

avg CPC

Impressions up 2.7M YoY. Search impression share lifted 11.88 percentage points in 2023.

GOOGLE ADS · SEO · GA4 · SEARCH CONSOLE

Glasgow heritage jeweller (est. 1895)

4.4K clicks at £0.27 CPC across 7 months — one-third the UK jewellery norm.

Argyll Arcade family jeweller, 3 stores across Glasgow plus Aberdeen. Apr – Nov 2023.

4,430

clicks

537K

impressions

28.5%

impr share

£0.27

avg CPC

GOOGLE ADS · SEARCH

Premium German kitchen showroom · soft launch

7.79% CTR on a £283 launch test. Validated local intent before any real spend.

Glasgow showroom opening on Great Western Road. 30-day pre-launch validation. Triple the typical UK retail CTR at minimal risk.

7.79%

CTR

152

clicks

1,950

impressions

£283

test budget

GOOGLE ADS · 18 DEC 2023 – 18 JAN 2024

№ 05 — B2B & tech

Niche industrial verticals and software platforms with long sales cycles.

UK tech freelance platform

Flat baseline → 21K users (+41%), 608K events (+379%) in 9 weeks.

Glasgow tech freelance / workforce intelligence platform. Organic and paid pushed in parallel, with a sharp late-July inflection that sustained 1K/day peaks.

21K

users (+41%)

38K

new users (+157%)

608K

events (+379%)

7.1K

conversions

Paid side: 17.4K clicks, 1,390 conversions at 7.94% conv rate over 4 months.

SEO · GOOGLE ADS · GA4 · LOOKER

UK HVAC compliance

27% impression share in a niche industrial vertical over 13 months.

UK HVAC commissioning, water treatment and L8 compliance firm. Long sales cycle, SQL-grade conversions, search-impression-share fight against entrenched competitors.

5.06K

clicks

616K

impressions

110

SQL conversions

27%

impr share

GOOGLE ADS · B2B · SEARCH

№ 06 — Lead gen & renewables

High-budget paid programmes redirected from feed to funnel.

UK renewables · TREC

Cost per lead from £150 to £30 in 8 weeks. No drop in lead quality.

£1,000/day Meta + Google + LinkedIn programme for a UK solar/renewable energy firm. Sales-funnel redesign moved spend off-feed and onto a dedicated landing-page capture.

£150 → £30

cost per lead

+25%

ROI

−40%

response time

+600%

SEO traffic (3 mo)

HubSpot CRM automation cut sales response time by 40% and lifted CSAT 25%. ManyChat chatbots cut social-channel response by half. Sales team trained on Open Solar lifted conversion 20%.

META · GOOGLE · LINKEDIN · HUBSPOT · MANYCHAT · OPEN SOLAR

№ 07 — Audit

Want one of these on your account?
30-minute live audit. Free.

Share your screen, I'll read the account live, you'll walk away with three concrete fixes. Whether you hire me or not, the fixes are yours.

Book on Calendly

No pitch deck. No pressure. Three fixes in your inbox by Friday.

Six years, 80+ accounts, one set of numbers.

Restaurants, ticketed events and food-and-drink DTC.

CPA cut 200% across 7 Michelin-starred restaurants.

166% ROAS surge across 15+ UK Cocktail Weeks.

152 high-AOV booking enquiries from competitive event keywords.

Shopify, Google Shopping, marketplaces and my own DTC brand.

14.6× ROAS on Google Shopping. £119K tracked revenue over 16 months.

+250% sales growth on Imaco Rugs in 8 months.

Doubled peak daily organic traffic on a mature 11K-user base.

Electrical, gas, upholstery and property — the unglamorous backbone of SMB demand.

0 → 2,700 organic users in 7 months from cold start.

3.3× organic users, 4.2× engagement events YoY.

10.21% CTR over 5 years. Triple the UK retail average.

+30% organic users, 200 conversions in 6 months on tight local-service intent.

Family jewellers and premium showrooms where brand and intent overlap.

+46% organic users, +12pp search visibility YoY at sub-£0.55 CPC.

4.4K clicks at £0.27 CPC across 7 months — one-third the UK jewellery norm.

7.79% CTR on a £283 launch test. Validated local intent before any real spend.

Niche industrial verticals and software platforms with long sales cycles.

Flat baseline → 21K users (+41%), 608K events (+379%) in 9 weeks.

27% impression share in a niche industrial vertical over 13 months.

High-budget paid programmes redirected from feed to funnel.

Cost per lead from £150 to £30 in 8 weeks. No drop in lead quality.

Want one of these on your account?30-minute live audit. Free.

Want one of these on your account?
30-minute live audit. Free.