Practical, senior-level paid media support for B2B teams.

B2B paid media strategy

I help B2B organisations develop paid media strategies that are aligned with commercial objectives, sales cycles and buying-committee complexity. This can include channel recommendations, audience strategy, campaign architecture, budget allocation, funnel planning, retargeting, lead generation approach and measurement framework.

LinkedIn advertising strategy & optimisation

LinkedIn is often one of the most important paid channels for B2B marketers, but it's also one of the easiest places to waste budget. I help clients improve LinkedIn campaign structure, audience targeting, creative testing, bidding, budget allocation, retargeting, lead gen forms and reporting — hands-on or as oversight of internal teams and agency partners.

Campaign audits & quick wins

If performance is unclear or underwhelming, I'll review your campaigns and identify what needs to change. The output is a clear set of recommendations, prioritised by commercial impact and ease of implementation.

• Campaign structure
• Audience targeting
• Budget distribution
• Creative and format usage
• Funnel alignment
• Conversion tracking
• Reporting quality
• Performance against realistic benchmarks

Media planning & performance forecasting

A strong media plan helps teams understand what their budget is likely to deliver before activity goes live. I create media plans and forecasts that quantify expected reach, traffic, engagement, leads, cost efficiency and performance assumptions — particularly useful when teams need to set expectations internally, justify budget or compare scenarios.

Lead generation strategy

Generating leads from paid media requires more than switching on a lead gen form. I help clients think through offer strength, audience intent, channel selection, conversion journey, nurture requirements and cost efficiency — building an approach that's realistic, commercially useful and aligned with how B2B buyers actually behave.

Training & upskilling

Tailored training for marketing teams, business owners and agency teams who want to improve their confidence with paid social and media planning.

• LinkedIn campaign planning
• Audience targeting
• Media planning and forecasting
• Campaign setup and optimisation
• Lead generation strategy
• Reporting and performance interpretation
• How to brief and manage agencies more effectively

Fractional paid media leadership

For teams that need senior paid media input but not a full-time hire, I provide fractional leadership across strategy, planning, agency management, campaign governance and reporting. Useful when a business needs someone experienced enough to challenge assumptions, review performance, guide teams and keep activity focused on commercial outcomes.