What is performance marketing?

Performance marketing is paid advertising where success is measured by results such as sales, leads or sign-ups, rather than reach or impressions. Budgets are moved to whatever channel and campaign produces those results most efficiently.

Should I run Meta ads or Google ads?

It depends on your product and buyers. Google Search captures existing demand, while Meta creates new demand with visual ads. Many businesses get the best results using both, with tracking that compares them fairly.

What is an expert media buyer?

A media buyer plans and buys ad space across platforms such as Meta, Google and TikTok, manages budgets and optimises campaigns for results. An expert media buyer has years of hands-on experience doing this profitably.

Do you work with agencies?

Yes. I work with agencies as a white-label media buyer, managing client accounts under the agency's brand.

Performance Marketing Specialist: Meta, Google & TikTok Ads

Performance Marketing Across Meta, Google & TikTok

Performance marketing means every pound of ad spend is tied to a result you can measure. As an expert media buyer, I plan your budget across Meta, Google and TikTok, track it properly, and move money to whatever brings the cheapest sales or leads.

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Channels I manage

Meta ads (Facebook & Instagram)

Demand creation, retargeting and catalogue ads. See Meta ads specialist services.

Google Ads

Search campaigns that capture people already looking for what you sell, plus Performance Max and Shopping for e-commerce.

TikTok, Snapchat & YouTube ads

Short-form video campaigns to reach younger audiences and test new creative angles cheaply.

How a performance marketing plan comes together

Measurement first: pixel and Conversions API, GA4, Google Ads conversions and UTM tagging, so every channel reports the same truth.
Channel mix: budget split based on your margins, audience and buying cycle.
Funnel creatives: different messages for cold, warm and hot audiences.
Testing rhythm: weekly creative and audience tests with clear win/lose rules.
Reallocation: budget moves to the channel and campaign with the best cost per result.

Who this is for

Shopify and WooCommerce brands ready to grow beyond one channel.
UK service, travel and local businesses that need steady, qualified leads.
Agencies that need an experienced media buyer on a white-label basis.