Paid Media & Paid Social (PPC) Strategy and Management

Paid advertising can be one of the quickest ways to reach the right audience, but only when the strategy, targeting, creative, tracking and budget are working together.

I provide freelance PPC strategy and campaign management across paid search, paid social and digital advertising across display and native platforms. Whether you need a new account set up properly, an existing campaign reviewed or ongoing support to improve performance, I’ll focus on making your advertising budget work as effectively as possible.

My experience covers Google Ads, Microsoft Ads, Meta, LinkedIn, TikTok, Pinterest and other relevant advertising platforms across B2B, B2C and eCommerce campaigns.

Paid Media & Paid Social Built Around Your Business

There is no single campaign structure or advertising platform that works for every business. Before recommending an approach, I’ll take the time to understand your goals, audience, products or services, available assets and budget.

This may include reviewing previous campaign performance, website data, competitor activity, customer journeys and existing conversion tracking. From there, I can recommend the right mix of platforms, campaign types, audiences and messaging for your business.

The aim is not simply to generate more clicks. It is to attract the right people and support meaningful outcomes, whether that is increasing sales, generating enquiries and leads, or building awareness and reaching new audiences.

Services:

  • I can develop a clear paid media strategy covering campaign objectives, platform selection, audience targeting, budget allocation, creative requirements and measurement.

    This can form part of a wider digital marketing plan, support a new launch or provide direction where existing advertising has become fragmented or difficult to manage.

  • If you are already running paid advertising, I can review your accounts to identify what is working, where budget may be being wasted and where opportunities are being missed.

    Audits can cover account structure, targeting, keywords, creative, bidding, budgets, landing pages, tracking and reporting.

    You will receive clear findings and prioritised recommendations.

  • I can set up and manage campaigns across:

    • Google Search, Shopping, Display, Performance Max and YouTube

    • Microsoft Advertising

    • Meta advertising across Facebook and Instagram

    • LinkedIn advertising

    • TikTok (including TikTok Shop)

    • Pinterest

    • Other relevant paid social and digital advertising platforms

    Support can be provided for a one-off campaign, product launch, seasonal promotion or on an ongoing monthly basis.

  • Effective paid media management is about more than spending the available budget. I’ll review how investment is allocated across platforms, campaigns, audiences, and stages of the customer journey.

    Campaigns are monitored and adjusted using performance data, with budgets moved towards the areas showing the strongest potential. I’ll also flag where results may be limited by tracking, creative, landing pages or wider commercial factors rather than simply by increasing spend.

  • Strong advertising needs the right message as well as the right targeting. I can help develop campaign themes, advertising copy, calls to action and creative briefs aligned with the audience and campaign objective.

    I can work with your existing designers, content teams or agencies, or coordinate trusted freelance specialists where additional creative support is needed.

  • Reliable tracking is essential if paid media decisions are going to be based on more than platform-reported numbers.

    I can review and coordinate conversion tracking across advertising platforms, GA4 and Google Tag Manager, working with developers where necessary. This helps create a clearer picture of which campaigns are contributing to enquiries, sales and other valuable actions.

  • Paid media is rarely a set-it-and-forget-it activity. Campaigns need regular review as audiences, competitors, platform features and costs change.

    I’ll monitor performance, test opportunities and refine targeting, keywords, creative, bidding and budgets over time. Reporting is clear and focused on the measures that matter to your business, with an explanation of what happened, why it happened and what I recommend doing next.

    I also keep up to date with changes across advertising platforms, automation and AI-led campaign tools. This means I can assess new features carefully and use them where they add value, rather than adopting every update without considering whether it is right for your account.

  • I can work directly with your business, alongside an in-house marketing team or as additional paid media support for an agency.

    This might involve:

    • A one-off campaign or account audit

    • Strategy and budget planning

    • Campaign set-up

    • Ongoing management and optimisation

    • Temporary support during a busy period

    • An experienced second opinion on existing activity

    • Campaign reporting and recommendations

    You will work directly with me throughout, with practical advice, regular communication and no unnecessary agency layers.

Need Help With Your Paid Advertising?

Whether you are starting from scratch, reviewing an existing account or looking for experienced ongoing support, get in touch to tell me a little about your campaigns and what you would like to achieve.

I work flexibly, adapting to the needs of each business and project. I can work alongside your in-house team, join regular face-to-face or online meetings, and fit into the project management tools and processes you already use. Alternatively, I can manage a paid media campaign independently while keeping everyone updated along the way.

For larger advertising campaigns, I can also bring in trusted freelance specialists, including graphic designers and brand consultants, and coordinate the work on your behalf. This gives you access to the right expertise without the layers or overheads of a larger agency.

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Let’s Talk

Get in touch to tell me a little about your business, what you are currently doing and where you would like some support.

We can arrange an initial conversation to discuss your goals, priorities and any challenges you are facing. I’ll then recommend an appropriate scope of work and provide a clear, no-obligation quotation.

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Agree the Approach

I’ll provide a detailed quotation outlining the proposed work, costs and timings.

This might cover a one-off audit, research and strategy project, campaign set-up, digital project management or ongoing monthly support. We can discuss the proposal and refine the scope before anything begins.

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Review, Plan & Deliver

Once the quotation and timings are agreed, the work can begin.

Depending on the project, this may include audits, data analysis, competitor and keyword research, audience insights, campaign planning or a review of your website, tracking and current digital activity. I’ll use these findings to develop clear recommendations and deliver the agreed work.

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Measure & Improve

For campaigns and ongoing projects, I’ll monitor performance and use the available data to identify opportunities for improvement.

You’ll be kept up to date through regular communication and clear reporting, with practical recommendations to refine campaigns, content, budgets and activity over time.

  • "I have worked with Vicki Driver for many years and cannot recommend her enough. Not only has she been instrumental for us as an agency but also for our clients – helping to build and drive engaging digital campaigns for a variety of different audiences and budgets. A high degree of effort, initiative and thought goes into her planning and ideas and she always ensures her output is of the highest standard. Most of all, Vicki is a pleasure to work with – with a very personable, flexible approach. Our clients and staff thoroughly enjoy working with her."

    — Lucy Finnegan, Managing Director. ALTER Agency

  • "Vicki is hard working with a unique talent for both creativity and analytical work. She has a great understanding of branding and public relations and is passionate about her work. Vicki is adept at working with people with difficult personalities and is consistently reliable. She is an absolute pleasure to work with. I would hire her again any day."

    — Kelly Gannon, Executive Director, Operations and E-Commerce. FourMarketing.

  • "I loved working with Vicki - she's an inspiration. Always unflappable and the best person to work with in a tight spot! Vicki's knowledge of the web, PR, design and marketing is vast and I'd have no hesitation in recommending her."

    — Miranda Acres, Account Director. Bluesky.

  • "Vicki’s digital marketing expertise in strategy, social media, email marketing, Adwords and Ecommerce all led to greater brand awareness, more website traffic, a significant increase in our website sales and the generation of new business leads. Vicki is approachable, motivated and professional and always exceeded her KPI's, I would not hesitate in recommending her."

    — Mike Atkin, Head of UK Sales. Samurai Sportswear.

Let’s Talk About What You Need

Whether you have a specific project in mind or simply need an experienced view on what to do next, get in touch and tell me a little about your business.