Search ads
Role
Reach people searching for the service
What to review
Search terms, relevant enquiries and subsequent quotes
Next step
Exclude irrelevant searches and check enquiry quality before adjusting bids
P / 02Digital marketing
Help customers find you. Make it easier to choose you.
From search and advertising to websites and social media, I plan and deliver the work around your business goals. We’ll choose where to start, what to build and how to review the results.
Explore servicesWhat I can deliver for your business
Explore the work behind each service. We’ll agree on priorities, channels, deliverables and responsibilities around your business needs.
01SEOSearch engine optimisationAre customers searching for your services but missing your site?
What I do
I research the questions and terms customers search for, check whether search engines can index your site, and improve page structure, titles, internal links and content direction.
What you receive
A keyword-to-page map, technical findings, prioritised fixes, and recommendations for content and page improvements.
02SEMSearch advertisingHow can you reach people actively looking for what you offer?
What I do
I structure search campaigns and keyword groups, write ads, set negative keywords and connect each ad to a relevant landing page. Once campaigns are running, I review search terms and conversions to adjust bids and budgets.
What you receive
Campaign setup, ad copy, conversion tracking setup, and search-term and performance reviews.
03MEDIA PLANNINGMedia planningWhich channels deserve a share of your budget?
What I do
I start with your customers, offer, markets, sales cycle and available creative. Then I plan the role of each channel, campaign timing and budget allocation, with a clear objective and review method for each.
What you receive
A media plan, channel and budget allocations, campaign schedule, creative requirements and measurement approach.
04MEDIA BUYING & OPTIMISATIONMedia buying and optimisationWhat should change once your campaigns are live?
What I do
I build and manage campaigns, set audiences, placements, bids and budgets, and check tracking and creative. During delivery, I compare audiences, creative and landing pages to guide budget changes and further tests.
What you receive
Campaign launch and management, spend monitoring, creative testing plans, and performance reports explaining changes and next steps.
05WEBSITE PRODUCTIONWebsite planning and productionDo you need a website that explains your offer and makes enquiries easy?
What I do
I plan the structure, content and tasks visitors need to complete, then design and build a company website, service pages or campaign landing pages. Mobile layouts, enquiry flows, basic search settings and measurement are part of the build.
What you receive
Site structure and page designs, website development, enquiry forms or contact routes, mobile testing, launch and handover.
06WEBSITE OPTIMISATIONWebsite optimisationIs your traffic growing without more enquiries or orders?
What I do
I review speed, mobile usability, content, calls to action, forms and checkout steps to identify useful improvements. I make targeted changes and compare performance afterwards, using controlled tests where traffic allows.
What you receive
A site review, prioritised improvements, page or flow changes, and a review of performance after the changes.
07USER JOURNEY ANALYSISUser journey analysisCan you see people leaving without knowing where they get stuck?
What I do
I map the journey from an ad or search visit through browsing, enquiry, quote and sale, checking the tracking and records available. I combine drop-off patterns with customer feedback and team follow-up practices to propose changes worth testing.
What you receive
A journey map, event tracking requirements, drop-off analysis, and prioritised ideas to test.
What a media plan can look like
Illustrative planning excerpt for a service business. Scope and budget are agreed around the business, its records and available resources.
Service landing page
Role
Help visitors understand the offer and enquire
What to review
Mobile form starts and completions
Next step
Test clearer scope and a shorter enquiry form
Social content
Role
Answer recurring customer questions
What to review
Site visits and relevant enquiries from content
Next step
Turn recurring questions into the next content topics
Illustrative campaigns
Cheaper clicks
Cheap clicks can bring price shoppers. In this illustrative comparison, the next question is whether those enquiries went on to become sales.
Fewer enquiries, some quote requests
A smaller enquiry count still deserves a closer look. We’ll separate sales from open quotes and trace them back to ads where records allow.
Where do customers drop out?
Service business
- Enquiry
- Quote
- Agreement
Do enquiries go quiet after you send a quote?
Review a recent batch of quotes. Separate customers still deciding from those who declined or never heard from you again. If follow-ups are being missed, agree who will get back in touch and when.
Online store
- Basket
- Checkout
- Payment
Are shoppers filling their baskets but leaving at checkout?
Compare checkout starts with successful payments by device. If the gap is mostly on mobile, place an order on your phone. Check when shipping costs appear and whether payment goes through.
Appointment services
- Choose a time
- Book
- Attend
Does a full diary still leave gaps on the day?
Separate cancellations, rescheduled visits and no-shows. Compare booking dates with reminder times. If people often reschedule just after a reminder, try sending it a day earlier so someone else can take the slot.
Courses and training
- Register
- Attend a trial
- Enrol
Do people attend a trial class but rarely enrol?
Separate people who missed the trial from those who attended but never enrolled. Ask the second group what they still needed to know when choosing a class, such as the timetable, the level or what the fee covers.
Physical retail
- Ask about stock
- Reserve
- Collect
Do stock enquiries lead to shop visits?
Match a week of stock enquiries with reservations and collections. Did people leave while waiting for stock confirmation, or reserve an item without knowing which branch to visit? Each calls for a different fix.
Subscriptions
- Subscribe
- First use
- Renew
Are new subscribers leaving before month two?
Separate cancellations from failed renewals. Then check whether the people who cancelled used the core service. Someone who never got started may need better guidance, while a failed charge calls for a payment reminder.
01
Where should the next dollar go?
Compare ad spend with actual orders. Give more budget to ads that consistently bring profitable sales. If customers drop out after a quote or at checkout, work on that step first.
02
Who keeps access when the work ends?
Before we start, we’ll check who owns the account, what you can access and which records you can export. When we review results, you can check the underlying data yourself.
08SOCIAL MEDIA MANAGEMENTSocial media managementAre you posting regularly without a clear link to your business goals?
What I do
I plan content around your brand, customer questions and campaign calendar, coordinating copy, creative and publishing. The scope can also include comment and message handling, response arrangements, and regular reviews of useful engagement and enquiries.
What you receive
Content direction, a monthly calendar, post and creative planning, publishing management, and engagement and content reviews.