You have a team of 5 to 10 people. You have a marketing manager, maybe a junior alongside them. You're running Google Ads or Meta, or you're about to start. You need to decide whether to bring in an agency or a freelancer to handle your performance marketing. And you're getting contradictory advice from everywhere. I'm a freelance performance marketing consultant. I work with exactly these kinds of businesses — B2B companies and growing brands in the UK and Ireland. So I'm no

I get asked a version of the same question a lot lately. Usually from marketing managers at SMEs who are running Google Ads and Meta alongside everything else they're responsible for — brand, email, content, reporting, agency management. The question is: "Should I be using AI for my paid campaigns, and if so, where do I actually start?" I want to give you an honest, practical answer — not a hype piece about AI replacing your job, and not a dismissive "AI is just a tool" take

There was a period in my career where my mornings looked like this: open Google Ads, screenshot a chart, paste it into a Slack message for the client, open a spreadsheet, manually update some numbers, open Google Analytics, check the landing page conversion rate, go back to Google Ads to see if the changes I made yesterday had any effect yet, repeat for the next client account. Every single day. It wasn't a workflow problem. It was a context fragmentation problem. The data ex