I help businesses make better decisions about paid media and customer acquisition, particularly in insurance, financial services, automotive and other markets where acquiring the wrong customer can become expensive very quickly.
I’ve spent 15+ years working in paid media, managed more than £42 million in advertising spend. That includes almost a decade leading paid media for one of the UK’s largest specialist insurance brokers, alongside work across finance, automotive, property, B2B and other competitive sectors.
The platforms have changed enormously in that time. One principle hasn’t: every pound needs to earn its place.
For me, good PPC has never been about just making the numbers inside Google Ads look better. A lower CPA isn’t necessarily an improvement if lead quality falls, more enquiries aren’t growth if sales don’t follow and hitting a platform target doesn’t mean we should stop looking for waste or opportunities to improve.
The interesting questions often sit outside the ad account. What happens to a lead after it arrives? Which enquiries become customers? What are those customers worth? Where is budget actually creating commercial value? Are we asking the platforms to optimise towards business outcomes?
Through Precisionly, I work with CMOs, Marketing Directors, founders and boards, primarily through PPC consultancy and fractional PPC leadership. That can mean auditing performance and strategy, improving acquisition efficiency, challenging measurement, supporting an existing team or providing experienced paid media leadership without another full-time senior hire. I also help businesses decide whether PPC should be brought in-house in the first place.
I can support the journey from assessing the skills and structure required through recruitment and candidate evaluation to onboarding, training and ongoing mentoring. Sometimes the right answer is fully in-house. Sometimes it’s agency-led. Sometimes it's a hybrid model.
Kings Lynn, Norfolk
Profile details supplied by Dez Calton.
Google AdsMicrosoft AdsPaid searchConversion optimisationMedia strategy
Anu Adegbola brings together five practitioners’ perspectives on control of a client’s Google Ads account. The discussion covers continuity, access, historical data and the complications that can arise when an agency relationship ends. Read it before agreeing an onboarding or handover process. The contributors explain why the operational arrangement should be understood from the start, including any reseller constraints, so a business can retain access to the information and capabilities it needs when its service providers change.
Dez Calton examines search terms in an anonymised financial services account where the same modifier converted at markedly different rates across campaigns while CPAs remained close. Both campaigns used exact match. The example shows why a target CPA can conceal different customer intent, and why managers should inspect lead quality and commercial value before judging a match type by a campaign average.
This is a collection of published credits and official links, not an exhaustive CV or a points total. A guest appearance is different from hosting a show. Community and event links identify the named organiser; they do not imply membership or a speaking appearance.
Contribution ranking & points 12 ptsWORK IN THE COLLECTIVE
Contribution points
12 contribution points · 2 credited works · #113 in the Lifetime contribution ranking.
Uncapped points calculated from published source credits. Expertise is not assessed for this editorial profile. These are separate from registered members’ verified scores, lifetime achievement points and levels.
