Paid Social & Google Ads, London
Freelance Meta and Google Ads specialist.
Meta Ads, Google Ads and paid media audits for growing brands. Whichever you pick, you get the same thing: me, in the account, telling you what I actually think.
20 minutes. No pitch deck.
Previously
Jaguar Land Rover
Balenciaga at Denstu
Pizza Hut
RM Williams
Sodii Hydration
MCM House
Yves Saint Laurent
Rebecca Vallance
Booth Creek Wagyu
Matcha Made
Jaguar Land Rover Balenciaga at Denstu Pizza Hut RM Williams Sodii Hydration MCM House Yves Saint Laurent Rebecca Vallance Booth Creek Wagyu Matcha Made
Monthly budgets from $10k to $500k+
Why brands hire a freelance paid media specialist.
"Our ROAS looks great. The bank account says otherwise."
Meta and Google both claim the same sale. I look at what the business made against what it spent across every channel, and work back from there.
"We've hit a ceiling and nobody can tell us why."
It's rarely the bid strategy. More often it's the creative, the offer, the site or the measurement. I'll tell you which, even when the answer isn't more ad spend.
"We want the person on the call to be the person in the account."
That's the model. I take on a small number of clients so I can run every account myself and know your numbers without opening a dashboard.
Paid social and Google Ads management for growing brands.
What I do
Facebook and Instagram ads strategy and day-to-day management. Account structure, testing, budgets and the weekly work that makes the difference. Meta Ads management
Meta Ads
Search, Shopping and Performance Max, set up to work with your paid social instead of fighting it for credit. Google Ads management
Google Ads
Briefs for ads that answer the question stopping someone buying. Why it costs what it costs. How it arrives. Who's behind it.
Creative strategy
A senior look through your Meta and Google accounts, tracking and numbers, with a written plan you can act on.
Paid media audits
Tracking and measurement
Pixel, Conversions API and Google tagging set up properly, and reporting built on blended ROAS and MER, not just platform numbers.
Looking for a Meta Ads or Google Ads agency? Here's the alternative.
Freelancer or agency?
There are good agencies out there, and if you need a big team, a studio and someone on call at 9pm, hire one. I've worked in them. They're the right answer for plenty of businesses.
But if what you really want is a senior specialist who knows your account inside out, an agency is an expensive way to get one. With me, the senior specialist is all you get. Same person on the call, in the account and writing the report.
“I had the pleasure of working with Gus during our paid media in-house transformation. He played a key role in establishing our in-house paid social capability, bringing a proactive attitude, strong analytical mindset, and a continuous focus on testing and optimisation.
His ability to turn data into actionable insights helped improve campaign performance while building robust processes that will continue to deliver value. Gus is a collaborative, driven professional, and I’d highly recommend him to any team looking for a talented paid media specialist.”
Marketing Effectiveness & Media Lead
Jaguar Landrover Australia
Júlia Artacho Martínez
Meta Ads and Google Ads results, and how they happened.
Case Studies
Case Study
Selling Wagyu by explaining it, not discounting it.
The ads stopped pushing offers and started answering the two things stopping people buying: why it costs what it costs, and how it turns up at your door.
Meta + Google
2024 to 2025
Spend Flat
Case Study
A year at Jaguar Land Rover, where the brief was cars, not leads.
What changes when your paid social answers to the people who count vehicles sold, and what I've taken into every account since.
Paid social
2025 to 2026
In-house role
How it works
Three steps. None of them is a 40-slide deck.
1
Twenty minutes. You tell me what you're spending, what's working and where it's stuck. I'll tell you honestly whether I can help.
We talk.
2
I look under the bonnet.
I go through your ad accounts and your numbers and send a written view: what I'd keep, what I'd change and what I'd do first.
3
A monthly retainer and a weekly update from me in plain English. No minimum term.
I run it.
I've run paid social agency-side, in-house and on my own.
About
Global luxury at dentsu. Three years in Sydney, ending with a year in-house at Jaguar Land Rover. Now a freelance paid media specialist in London, working with brands across the UK, the US and Australia.
Each seat taught me something the others couldn't. Mostly about what clients actually care about, which is rarely what's on the report.
Questions
Hiring a freelance Meta Ads specialist: the usual questions.
-
For me, management starts from around £1,000 a month and audits are free of charge. Freelancers usually cost less than an agency for the same senior time, because you're not paying for the layers in between.
-
An agency if you need a big team, a creative studio and lots of hands. A freelancer if you want one senior person who knows your account and does the work. I'm the second one, and I'll tell you if you need the first.
-
I'm usually the right fit from around £5k a month in ad spend. Below that, an audit is better value than a retainer.
-
Yes. Paid social is my main specialism, mostly Meta, with Google Ads alongside it. Running both means one person sees the whole picture instead of two platforms claiming the same sale.
-
ROAS is the revenue a platform says its ads drove, divided by what you spent there. MER is your total revenue divided by your total marketing spend. ROAS helps diagnose an account. MER tells you if the business is making money. More on how I measure
-
I write the creative strategy and the briefs, and work with your designer, editor or creators to get them made. But I do have a trusted network of designers and creative strategists I can bring in when needed.
-
No. I'm based in London and work with brands across the UK, the US and Australia.
Let’s get your ads working harder.
Tell me what you're spending and where it's stuck. I'll tell you honestly whether I can help.
20 minutes. No pitch deck.
Or fill this in and I'll come back to you.
I reply within one working day.