Audience and campaigns
Search, Display and Demand Gen planning, targeting and ongoing improvements.
See campaign work →Google Ads & Paid Growth
Your ads should bring people who take the next step.
Getting a click is a start. I look at what happens next: who signs up, who gets followed up, and who is ready to buy or apply.
I plan, review and improve campaigns with lead quality, tracking and business goals in mind.
AFTER THE CLICK
Ad → Enquiry → Follow-up
A good campaign keeps the customer journey in view.
What I work on
Better spending starts with better questions.
An ad can be busy without being useful. I look for what the numbers and the customer journey are telling us.
Tracking that makes sense
Conversion actions, UTM checks, GA4 and reporting people can use.
Explore tracking →From click to conversation
Landing pages, enquiry forms, CRM handoffs and the quality of incoming leads.
Read the case study →Experience in education marketing
The campaign is one part of the journey.
In my work on online university programme acquisition, I’ve reviewed Search, Display and Demand Gen campaigns, checked tracking, and looked at what happened after someone requested a prospectus.
That journey continues through the landing page, the admissions team and the application process. I look at these steps together when judging what a campaign needs.
See the acquisition case studyA simple way to think about paid growth
Ad seen → Website visit → Enquiry → Follow-up → Real outcome
The useful question is where interested people get stuck, and what could help them move forward.
Sector context
Five eCampus programmes in the wider network.
My education-sector experience is through Astria Learning. These universities belong to its wider eCampus network, and are not presented as my direct clients.
University of Ibadan · NigeriaUniversity of Cape Coast · GhanaCopperbelt University · ZambiaLUANAR · MalawiUniversity of Malawi · Malawi
Connected systems
Tracking and follow-up matter, too.
The right setup helps teams understand what happened after someone took an action.
Connecting marketing signals.
I also build simple automations around event data and marketing tools. For example, a workflow can check a payment event and prepare it for Meta’s Conversions API.
I would test event delivery and compare the results against the campaign and sales records before using the data to make spending decisions.
Explore my automation workMy process
How I review an ad account.
01
Check the goal
What is the business trying to achieve?
02
Look at the traffic
Who sees the ads, and who actually clicks?
03
Trace the lead
What happens on the page, in the CRM and after follow-up?
04
Improve and measure
Test changes and keep what moves the right outcome.
What should your advertising be bringing into your business?
Tell me what you sell, who you want to reach and where you think the current funnel is losing people.