I’m a Google Ads and Performance Marketing specialist with over a decade of experience helping brands unlock their advertising potential. In managing monthly budgets that have exceeded £1.5 million, I’ve consistently delivered growth, maximized return, and boosted efficiency across various industries. My portfolio has included leading names such as Meliá Hotels, AccorHotels, Wyndham Hotels, CrossCountry Trains, MoneyGram, Brightside, TechnoGym, and Elucidat—often guiding campaigns through shifting market conditions to achieve measurable ROI.
I keep my clients’ priorities at the heart of every project, building trust through a personable, transparent, and reliable approach. Beyond account execution, I also provide consultancy, training, and team development support. By leveraging data analytics, automation, and a keen understanding of consumer behaviour, I empower marketing teams to refine their Performance Marketing strategies and harness Google Ads as a powerful engine for sustainable business growth.
As automation and machine learning continue to shape digital marketing, platforms increasingly push ready-made solutions that may not always align with your best interests. That’s why having a trusted professional to steer these tools in your favour is crucial. I bring a critical eye to identify the right solutions that genuinely match your business goals, tailoring strategies to your needs—so you get the most from your campaigns, never waste budget on unproductive clicks and miss opportunities to scale profitably.
Platforms & Channels
Paid Search
Marketing & Data Analytics
CRM
Automation & AI Agents
Social, Video, Display
Conversion Rate Optimisation
Industries
Travel & Hospitality
Having guided major hotel groups through rapidly changing market conditions, I understand that success hinges on striking the right balance between direct bookings, ROI and marginal profitability. By combining data analytics and a holistic view of the customer journey, I pinpoint effective strategies to attract travellers. This approach helps reduce reliance on OTA, maintain brand visibility, and ensure profitable growth across your markets.
B2B & Lead Generation
Success hinges on tailored strategies that engage niche audiences, but securing leads is just the first step – turning them into high-value customers is where real growth happens. Building on my experience across B2B sectors, I combine analytics with CRM insights and industry-specific nuances to capture opportunities throughout the buyer journey. By integrating offline data with targeted campaigns, I develop strategies that reach the right audiences at the right time, emphasizing lifetime value rather than simply driving conversions. This approach helps you secure quality leads more efficiently, and achieve lower acquisition costs for long-term success.
SaaS
Sustainable growth depends on balancing CAC with customer LTV while navigating increasingly competitive markets. I develop targeted campaigns that attract high-intent users and optimize conversion funnels to maximize trial-to-paid conversions. By leveraging data analysis and modelling, I help you identify your most valuable customer segments, and scale efficiently while maintaining healthy unit economics that support long-term profitability.
Sport & Fitness
In sport, success is about igniting passion at the right moment. Whether you’re after boosting equipment sales or expanding memberships, let’s tailor together campaigns capturing your audience motivation and turning it into tangible results. By combining analytics, precise targeting and compelling storytelling, you’ll stay ahead of trends, ramp up revenue, and cultivate a loyal community around your brand.
Endorsements from LinkedIn
“…I had the pleasure of working closely with Micky at Artefact, where he played a pivotal role in managing some of our largest global PPC travel clients. Micky possesses deep expertise in paid search and bid management, demonstrating exceptional skill in platforms, strategic approach and in-depth knowledge…”
“…After several years of collaborating with Micky on Performance Marketing accounts at Meliá Hotels International, I can confidently say that working with him is a pleasure. He consistently optimizes performance, adapts to the evolving needs of the tourism industry, and brings innovative, results-driven solutions. His proactive approach, efficiency, and willingness to tackle new challenges make him an invaluable partner…”
“…Micky is the key contact for our PPC, bringing a deep understanding of the digital landscape. He consistently provides valuable insights and strategic recommendations that help improve our performance. Dedicated and results-driven, he works tirelessly to achieve goals while maintaining a friendly and collaborative approach. It’s always a pleasure to work with him…”