Kat Sale: We get brought in when businesses need to understand more about what they’re doing in performance marketing and make efficiencies. For example, we just did a really big project with a holiday park company in the UK and they brought us in to look at how much they’ve spent on Facebook and Google basically this year and whether it was the right choices, sensible. Did they spend on the right keywords, the right targeting and what should they do in 2023? They already had an agency running it, but they brought us in for an impartial view to see whether they could make a lot of improvements and they can. We found that something like 49% of their spend was wasted this year and it could have been put to better use. That is because the intricacies of managing campaigns are so detailed and easy to get wrong. You could put a keyword in and think it means one thing, but then of course, once you start looking at what people are searching, it could mean something else. Holidays is a really interesting one because people look for all sorts of things, right? I wouldn’t say it’s accessible to everyone to run in terms of anyone can do it like driving a car. But what I would say is if you work hard at it, anyone can get good performance if they work really hard and have a dedicated, qualified team.

Martin Henley : Our proposition always, if it was PPC, was we will halve your spend and double your return and we never missed. You know, it’s really easy to look at or it was really easy to look at a campaign and just say, Look, all of this is just completely wasted. You know, just stop all of that. It’s never done anything for you. It will never do anything for you. Stop that. Put it into this fraction of it that is working. So we never missed like that.

WHAT DO YOU THINK?