I manage paid ad performance channels for B2B companies that want senior execution without agency overhead.
Common problems:
Performance marketing becomes busy, fragmented, and harder to trust.
I act as your senior performance marketer, managing channels directly, optimising continuously, and staying close to the commercial reality of the business.
Before touching campaigns, I get context.
Performance only works when it’s aligned to how the business makes money.
I manage channels directly, no delegation and no layers.
This can include:
Not every channel is right for every business. Part of the job is knowing what not to run.
Across channels, the focus is consistent:
Agencies optimise channels in isolation. I don’t.
This is especially important in B2B, where influence rarely shows up in one click.
Reporting focuses on what matters.
Clear, honest updates — not padded reports.
Performance improves when learning compounds.
This works best if you:
It’s not right if you’re looking for the cheapest option or fully hands-off outsourcing.
I’ve spent the last decade running paid ad accounts hands-on, with responsibility for over £20m in total ad spend. I’ve managed everything from early-stage budgets of a few hundred pounds a month to multi-six-figure monthly spend. That range means I know how to prioritise, scale carefully, and avoid wasting money as budgets grow.
I’ve held senior in-house roles where paid media was directly accountable to pipeline, revenue, and leadership expectations. From owning performance in a post-Series D scale-up to leading marketing at a Series A startup, I understand the trade-offs, pressure, and accountability that come with running ads inside the business.
I’ve worked across multiple B2B SaaS businesses with very different buyers, sales motions, deal sizes, and cycles. What works for one company rarely works unchanged for another — even in the same category. My approach is to take proven ideas, adapt them to each context, and stay flexible enough to change direction quickly when the data tells us something isn’t working.
Most of my experience sits in Google, LinkedIn, and Meta — where the majority of B2B budget and performance tends to live. I’ve also run campaigns across Reddit, YouTube, G2, X, Capterra, Bing, TikTok, Amazon, Pinterest, Snapchat, Quora, and Outbrain. That breadth means I understand when a channel is worth testing, when it isn’t, and how different platforms work together across the funnel.
Outsourcing paid ads for B2B makes sense when ads matter to revenue, but managing them well is no longer the best use of your internal team’s time or skill set.It’s usually the right move when:You’re already spending money but results are inconsistent If you’re investing in Google Ads, LinkedIn Ads, or other paid channels and:
Founders or marketers are stretched too thin Paid ads require ongoing attention. If they’re being managed “on the side”, performance almost always suffers. Outsourcing gives the channel proper ownership without a full-time hire.You need senior judgement, not junior execution Many B2B ad accounts struggle because decisions are tactical, not strategic. Outsourcing to an experienced B2B specialist helps with:
You want accountability tied to pipeline, not clicks Outsourcing makes sense when success needs to be measured in:
Hiring in-house feels risky or premature For many B2B companies, outsourcing is a lower-risk alternative to hiring before the role is clearly defined. It also helps shape what a future in-house hire should actually do.Outsourcing paid ads works best when it’s treated as a commercial growth function, not just a channel to keep “on”.
I manage B2B paid ad accounts across the platforms that actually make sense for different buying journeys, not just the usual defaults. That includes:
Not every platform is right for every B2B company.Part of the job is deciding:
I’ll manage the platforms that align with:
Both. I regularly take over and improve existing B2B ad accounts, and I also set up new accounts from scratch when needed.
For existing accounts, the work usually focuses on:
For new accounts, the focus is on getting things right from day one:
In both cases, the goal is the same: paid ads that are commercially useful, not just live and spending budget.If ads aren’t the right channel for your stage or category, I’ll say that upfront — rather than setting something up that won’t deliver.
Yes. I create the ads and manage the ad accounts end-to-end.
That includes:
Ads aren’t treated as isolated assets. They’re created in the context of:
If you already have creative or copy, I can work with that. If you don’t, I’ll create what’s needed to get started.
A B2B ads freelancer is usually priced on a monthly retainer, not a one-off project, because performance depends on ongoing optimisation, testing, and decision-making.
To work with me, retainers typically start from £2,400 per month. Final cost depends on factors like:
For smaller or micro B2B businesses, I can make exceptions where scope and expectations are more limited. Compared to agencies or full-time hires, a freelancer retainer usually gives you:
Pricing and scope are always agreed upfront — and if paid ads aren’t the right investment for your stage or category, I’ll say that honestly before you commit.
Yes, for B2B paid ads management, there is usually a three-month minimum commitment. That timeframe is important because it allows enough time to:
Shorter engagements rarely provide enough signal to judge performance fairly, especially in B2B where sales cycles are longer. The exception is short-term cover. If you need someone to manage your ad accounts while you hire a new in-house marketer, I can step in on a shorter, interim basis to keep performance stable.After the initial period, engagements typically move to a flexible, month-to-month setup.
The main difference is who is actually doing the work, how decisions are made, and what the work is optimised for. When you work with a freelance paid ads specialist, you work directly with the person who:
There are no account managers, handovers, or junior teams learning on your budget.
For many B2B companies, this matters because:
You get senior, hands-on ownership
Agencies often sell senior expertise but delegate execution. A freelancer brings senior judgement directly into the account every week.
Optimisation is tied to commercial outcomes
Rather than focusing on clicks, activity, or spend levels, the work is geared towards lead quality, pipeline contribution, and revenue impact wherever possible.
Faster iteration and clearer learning
With fewer layers, changes happen quickly. Tests run faster, learnings are clearer, and decisions don’t get lost in process.
More flexibility, less risk
Freelancers typically don’t require long contracts or inflated retainers. That makes it easier to adapt, pause, or change direction as your business evolves.
Closer alignment with your business
A freelance specialist works as an extension of your team, with a deeper understanding of your product, buyers, and constraints — not a generic playbook applied across accounts.
For B2B teams that want accountability, focus, and senior execution without agency overhead, a freelance paid ads specialist is often the more effective option.