Meta Ads
Facebook and Instagram campaigns that find new customers and bring past visitors back.
- Audience and creative testing
- Retargeting and lead generation
- Catalogue and shop ads
Grow revenue, not just traffic
Experienced in paid media strategy, campaign management and optimisation, focused on measurable growth for your business.
Flexible, straightforward support
No long-term contracts. No unnecessary extras. Just the support you need.
Direct access to an expert
You work with me directly, from strategy through to optimisation.
Transparent reporting
You see where your budget goes, what's working and what it delivers.
15 Years in Paid Media
I'm Matt Hogan, a freelance Paid Media and Digital Marketing Specialist with 15 years' experience across PPC, paid social, programmatic, affiliate marketing and DOOH managing more than £10M in multi-channel ad spend.
I work directly with businesses that need experienced marketing support, whether that's ongoing management, strategic advice or help solving a specific challenge. I can help with paid media strategy, campaign management, marketing strategy, conversion tracking, attribution and performance optimisation, from initial planning through to ongoing growth.
How I can help you
- Paid media strategy and campaign setup
- Ongoing campaign management and optimisation
- Full-funnel marketing strategy
- Conversion tracking and marketing attribution
- Ad copy, creative and landing page direction
- Account audits and performance reviews
- Marketing consultancy and strategic support
- Team training and mentoring
Marketing Consultancy & Training
Not every business needs an agency or an in-house team. Sometimes you need an experienced marketer to help shape the strategy, solve a problem or give your team the confidence to do it themselves.
I've built and trained paid media teams of up to eight people and led department-wide marketing strategy. I bring that same practical, hands-on approach to consultancy and training, working alongside your team rather than disappearing behind an account manager.
- In-house paid media and marketing training
- One-off or ongoing marketing consultancy
- Paid media strategy and account reviews
- Mentoring for junior and mid-level specialists
- Tender and pitch support
- Second opinions on marketing strategy and performance
Is this for you?
If you're building an in-house marketing team, inheriting a paid media function, reviewing your current strategy or simply want an experienced second opinion, I can help.
You get direct access to someone who's managed £10M+ in advertising spend, without committing to agencies for in-house employees.
Paid Media Channels
From Google and Microsoft Ads to Meta, LinkedIn, TikTok and more, I build channel strategies around your customers, business objectives and budget. Completely flexible and tailored to your business needs.
MetaFacebook and Instagram
GoogleSearch, Shopping, YouTube
Microsoft AdsBing and partner network
TikTokShort-form video
in
LinkedInB2B targeting
SnapchatYounger audiences
RedditCommunity and interest targeting
CapterraSoftware buyer leads
N
Native AdvertisingTaboola, Outbrain and more
DOOH
DOOHDigital out-of-home screens
ChatGPT (OpenAI) AdsAdvertising inside ChatGPT
AdRollRemarketing platform
Results that speak for themselves
+245%
Year-on-year revenue growth from Google Ads for Ping
£1.3m
Monthly spend scaled up from £400k for Monzo, with cost per lead down 52%
+102%
Return on ad spend increase for the British Library
What clients say
“Matt was really good on our account – he listened, got excited and produced excellent results. I'd recommend him to others without question.”
“Matt has been amazing on our Google and Meta Ads accounts. He took the time to understand our business and what we wanted to achieve, then produced!”
Prefer to talk it through?
Book a free 15-minute intro call — no pitch, just a conversation about your ads and your business.
Free Paid Media Audit
Tell me about your ads. I review your accounts and send you a plain-English deck of actionable insights within 3 working days — ready to hand to your team or use yourself, no obligation.
- Wasted spend and quick wins
- Account structure and campaign setup review
- Conversion tracking and data accuracy check
- Audience targeting and budget allocation
- Ad copy, creative and landing page feedback
- A prioritised action list you can use with or without me
Paid Media Services
Paid media built around your goals, your customers and your budget. From strategy and setup to ongoing management and optimisation.
Google Ads
Reach people already searching for what you sell, across Search, Shopping and YouTube.
- Search and Performance Max
- Keyword and negative keyword management
- Conversion tracking setup
TikTok Ads
Short-form video campaigns built to feel native and reach younger audiences.
- Creative direction and scripts
- Spark Ads and in-feed video
- Weekly performance reviews
Also available
Microsoft AdsBing and partner network
in
LinkedInB2B targeting
SnapchatYounger audiences
RedditCommunity and interest targeting
CapterraSoftware buyer leads
N
Native AdvertisingTaboola, Outbrain and more
DOOH
DOOHDigital out-of-home screens
ChatGPT (OpenAI) AdsAdvertising inside ChatGPT
AdRollRemarketing platform
Strategy before spend
Paid Media & Business Strategy
Running ads without a clear strategy can quickly turn into spending money and hoping for the best. With 15 years managing more than £10M in ad spend, I build the strategy behind your paid media, connecting channels, budgets, audiences and the full customer journey to your commercial goals.
The result is a paid media strategy built to make your budget work harder, identify opportunities for growth and give you a clear plan for what to do next.
Full-funnel strategy
Awareness, consideration and conversion connected through one joined-up paid media strategy.
Budgets driven by performance
Forecasting and allocation that puts more budget behind what is actually delivering results.
Clear growth roadmap
A practical plan for testing, scaling, exploring new channels and staying ahead of competitors.
Reporting that makes sense
Clear reporting that shows where your budget is going, what's working and what to do next.
Consultancy & Training
I've built, trained and led paid media teams of up to eight people, and mentored specialists from junior through to lead level.
If you have a team that needs guidance, a paid media function that needs direction, or a strategy that needs an experienced second opinion, I can help.
- Structured training for marketing and paid media teams
- One-off or ongoing strategic consultancy
- Mentoring and development for paid media specialists
- Paid media strategy and account reviews
- Tender and pitch support
Whether you need a single workshop, ongoing guidance or an experienced pair of eyes on your strategy, we can shape the support around your team.
SEO
SEO strategy focused on visibility, relevant traffic and long-term growth.
Coming soon
AEO
Answer Engine Optimisation designed to improve how your business appears across AI-powered search and answer engines.
Coming soon
Marketing Attribution
Understand which channels, campaigns and touchpoints are actually contributing to leads and revenue.
Coming soon
CRO
Conversion optimisation designed to turn more of your paid traffic into customers.
Coming soon
Creative
Performance-focused creative that captures attention, communicates your message and gives your campaigns more to work with.
Coming soon
Not sure where to start?
Get a clear view of what's working, what's wasting budget and where I'd focus next.
Book a call
A 30-minute intro call. I'll ask about your goals and current ads, and we'll see if we're a good fit.
Email
hello@scaleful.co.uk
hello@scaleful.co.uk
Hours
Monday to Friday, 9am to 5:30pm
Monday to Friday, 9am to 5:30pm
Portfolio
A selection of paid media campaigns, client results and marketing projects from 15 years working across PPC, paid social and multi-channel performance marketing.
From scaling seven-figure monthly ad budgets to generating qualified leads and growing revenue, the focus has always been the same: better performance, smarter decisions and measurable commercial results.
Results
A few of the results I've delivered across paid media, from revenue growth and lead generation to efficiency and large-scale budget management.
+102%
British Library
Increase in return on ad spend (ROAS).
£299k
Major Door Client
Record monthly revenue, with 29% quarter-on-quarter growth.
+245%
Ping Europe
Year-on-year revenue growth.
+252%
Major Cleanroom Client
Qualified leads up year-on-year, with 95 qualified leads generated Jan–Sep 2026.
+31%
A major retail client
New Customer Acquisition growth.
£1.3m
Monzo
Scaled ad spend £400k > £1.3m due to performance.
Beyond the numbers
- Expanded into new channels, including Pinterest and TikTok, to find additional growth opportunities
- Built and trained paid media teams of up to eight specialists
- Developed audit packages that became a new source of leads and revenue
- Helped earn Google Premier, Microsoft Elite and Meta partner status
- Led strategy across PPC, paid social, programmatic and affiliate marketing
Certifications
- Google Ads — Search, Display, Video, YouTube, GA4 & Performance Max
- Meta Blueprint & TikTok Ads Academy
- LinkedIn Marketing Labs & Microsoft Ads Learning Lab
- Amazon Ads Certification
- CXL — CRO & Experimentation
- ILM Level 3 — Leadership & Management
Monzo
A major UK challenger bank with significant customer acquisition requirements. I managed paid media across Google, Microsoft and Meta, scaling investment substantially while improving efficiency and lead quality.
- Scaled monthly ad spend from £400k to £1.3m
- Reduced cost per lead by 52%
- Built and managed a dedicated paid media team
- Improved conversion tracking and visibility of lead quality
- Led ongoing creative, audience and landing page testing
Gill Marine
A marine equipment specialist looking to establish a scalable online sales channel beyond its existing trade and word-of-mouth business.
- Built Google Shopping and Search campaigns from scratch
- Set up conversion tracking and Merchant Center
- Introduced Meta prospecting to expand beyond existing search demand
- Improved product feed quality and Shopping visibility
- Built reporting around sales and campaign performance
Ping Europe
A golf equipment brand competing against much larger players in a crowded search market. The focus was growing revenue while keeping paid media efficient and scalable.
- 245% YoY revenue growth from Google Ads
- 202% increase in conversions
- Restructured campaigns around product performance and margin
- Introduced Performance Max alongside Search
- Reduced wasted spend through tighter search-term and negative keyword management
Fine Food Specialist
A premium food and drink retailer looking to grow online sales while protecting margins in a competitive market.
- Built retargeting campaigns to drive repeat purchases
- Tested Meta creative around seasonal ranges and gifting
- Introduced Google Shopping to capture high-intent searches
- Built first-party audience strategies for prospecting
- Monitored ROAS closely against product margins
Tower Bridge
One of London's best-known attractions, with campaigns targeting both UK visitors and international tourists planning trips to the capital.
- Ran always-on Google Search campaigns targeting ticket-buying intent
- Used Meta to reach visitors planning London trips
- Built seasonal campaigns around holidays and peak tourism periods
- Tested UK and international audience strategies
- Provided clear performance reporting to non-marketing stakeholders
British Library
The national library, promoting major exhibitions and visitor engagement to a broad public audience. The work sat alongside other major cultural and public-sector clients.
- Grew return on ad spend by 102% on paid campaigns
- Planned campaigns around exhibition launch and closing dates
- Balanced awareness and ticket-sales objectives across Google and Meta
- Worked within public-sector brand and messaging guidelines
- Reported clearly to non-specialist stakeholders
Premier Fire Doors
A specialist B2B manufacturer selling to trade buyers, specifiers and contractors in a niche, considered-purchase market. The focus was generating qualified enquiries while growing revenue from paid search.
- £299k record monthly revenue
- +29% YoY revenue growth in Q3 2026
- Built and optimised Google Ads campaigns around high-value commercial enquiries
- Focused on lead quality and conversion data rather than volume alone
- Used Microsoft Ads to capture additional B2B search demand
… and many more
Alongside these, I've worked with brands across retail, finance, home and B2B — including HSBC, Walmart, National Gallery and Adzooma’s own in-house marketing.
Want results like these for your business?
Let's start with a conversation about your goals and your current ads.
Resources
Spec sheets, checklists and templates from 15 years in paid media. These are being prepared — in the meantime, ask me directly and I'll send over what you need.
Paid Media Audit Checklist
A step-by-step checklist covering tracking, account structure, targeting and budget — the same one I use on client audits.
Google Ads Spec Sheet
Image sizes, character limits and asset requirements for Search, Display, Shopping and Performance Max campaigns.
Meta Ads Spec Sheet
Placement sizes and creative specs for Facebook and Instagram feed, Stories and Reels ads.
Ad Copy Swipe File
A set of proven headline and description structures for Search and Social ads, ready to adapt to your brand.
Conversion Tracking Checklist
A quick reference for making sure GA4, Google Ads and Meta Pixel tracking is set up correctly before you spend a penny.
Landing Page Checklist
The essentials to check on a landing page before sending paid traffic to it.
Customer Match List Template
A ready-to-use template for formatting your customer data for Google and Meta Customer Match targeting.
Need something specific right now?
Get in touch and I'll send over the resource you need.
Who am I?
I'm Matt Hogan, a freelance Paid Media and Digital Marketing Specialist based in Nottingham, UK.
15 years of paid media experience
I've spent 15 years managing over £10M in multi-channel ad spend across PPC, paid social, programmatic and affiliate marketing. Most recently, I was Head of Paid Media at Williams Commerce, having previously led paid media teams at Ladder.io and Adzooma.
I've worked with brands including Monzo, Walmart, HSBC, Ping, the British Library, the National Gallery and Tower Bridge, managing budgets ranging from a few thousand pounds a month to £1.4m at their peak.
Alongside campaign management, I've built and trained paid media teams of up to eight people, mentored specialists at different stages of their careers and supported agency growth through pitches and tenders.
Today, I work directly with businesses as a freelancer, bringing that experience to companies that want senior-level expertise without the cost and commitment of a traditional agency.
How I work
Direct and accountable
You work with me directly, from strategy through to optimisation. No account managers or unnecessary hand-offs, just clear communication and someone who takes responsibility for the work.
Decisions backed by data
I use reliable tracking, testing and clear reporting to understand what's working, where there's room to improve and how your budget can work harder.
Flexible, straightforward support
Every business has different needs. Whether you need help with strategy, ongoing campaign management or a second opinion on your current setup, I'll focus on what will make the biggest difference. No long-term lock-ins or unnecessary extras.
Let's talk about growing your business
A free 15-minute intro call, with no sales pitch. Just an honest conversation about your goals and how I could help.
Privacy policy
Last updated: [date]. This is a draft: replace anything in [square brackets] and have it checked before relying on it.
Who I am
This website is run by Matt Hogan, trading as Scaleful ("I", "me"). I am the controller of your personal data. Contact: admin@scaleful.co.uk, [postal address]. ICO registration number: [number, if registered].
What I collect
When you use the free audit or booking forms, I collect the details you enter:
- Your name and work email
- Your website address, monthly ad spend and the platforms you advertise on
- Your preferred call date and time, and any message you write
Why I use it and my lawful basis
- To respond to your request (audit, call or enquiry), and to take steps you ask for before a contract. Basis: contract and legitimate interests.
- To keep basic business records. Basis: legitimate interests and legal obligation.
- To send you marketing emails, only if you have agreed. Basis: consent, which you can withdraw at any time.
Who I share it with
I only share data with providers who help me run the business, such as email, calendar, form handling and hosting services: Web3Forms (processes and delivers website form submissions) and Fasthosts (website hosting and email). I do not sell your data. Where a provider is outside the UK, I rely on appropriate safeguards.
How long I keep it
Enquiries that do not lead to work are kept for up to [12] months. Client records are kept for as long as the work continues and for [6] years afterwards for accounting purposes.
Cookies and fonts
This site does not use advertising or analytics cookies at present [update if this changes]. It loads fonts from Google Fonts, which means your IP address is sent to Google when the page loads.
Your rights
You can ask to see, correct, delete or export your data, object to how I use it, or withdraw consent. Email me and I will reply within one month. You can also complain to the Information Commissioner's Office at ico.org.uk.
Terms and conditions
Last updated: [date]. This is a draft: replace anything in [square brackets] and have it checked before relying on it.
About these terms
These terms apply to the website of Matt Hogan, trading as Scaleful, and to the free audit. Paid services are covered by the written proposal or contract we agree, which takes priority if there is a conflict.
The free Paid Media Audit
The audit is free and comes with no obligation. It is based on the information and access you provide, and it is advice and opinion, not a guarantee of results. I may decline audit requests at my discretion.
Paid services
- Scope, fees and notice periods are set out in your proposal. Unless agreed otherwise, there is no long-term lock-in.
- Advertising spend is paid to the ad platforms and is separate from my fees, unless agreed otherwise.
- You are responsible for giving accurate information, timely access to your accounts and approval of ad content.
No guarantee of results
Paid media performance depends on many factors outside my control, including platform changes, competition, your product and your website. I will work with care and skill, but I cannot guarantee specific results.
Confidentiality and ownership
I will keep your business information and account data confidential. You keep ownership of your ad accounts and your data. The content of this website belongs to me and may not be copied without permission.
Liability
Nothing in these terms limits liability that cannot legally be limited. Beyond that, my liability for services is limited to [the fees paid in the previous 3 months], and I am not liable for indirect or lost profits.
Law
These terms are governed by the laws of England and Wales, and the courts of England and Wales have jurisdiction.
Contact
Questions about these terms: admin@scaleful.co.uk.