CPG and retail PPC consultant

Paid media for consumer goods brands and retailers that need to win trade buyers and shoppers at the same time.

Why work with me

I've spent 12 years in paid media, on both sides of consumer goods: B2B campaigns for a multinational consumer goods company, and agency-side work for grocery retailers.

Trade buyers and shoppers need different campaigns

A consumer brand usually has two jobs. It has to convince retailers, distributors and trade partners to stock it, and it has to get shoppers to pick it up. Those are different people, on different channels, judged on different numbers. Running them as one budget with one ROAS target makes both look worse than they are.

How I work

1. Audit. I review your campaigns, product feed, tracking and how spend splits between trade and consumer.

2. Plan. Separate plans and targets for trade and consumer activity, built around your promotional calendar and margins.

3. Launch. B2B campaigns on LinkedIn and search, plus Shopping, Performance Max and Meta for consumers, live within 10 working days of sign-off.

4. Improve. Weekly optimisation and reporting that separates new customers, repeat purchases and brand demand.

Where to start

Selling mostly through retailers. Measurement that combines what you can track directly with sensible proxies for retail sales, and campaigns that support your retail partners.

Growing direct-to-consumer sales. Shopping, Performance Max and Meta run to margin-based targets, with brand traffic separated out.

Winning new trade listings. B2B campaigns aimed at buyers and category managers at your target retailers.

Case studies

[Case study 1: multinational consumer goods company, B2B campaign. Challenge, what you did, result.]

[Case study 2: grocery retailer (agency-side). Challenge, what you did, result.]

FAQs

Can you measure ads when most sales happen in store or through a retailer?

Not perfectly, and anyone who says otherwise is overselling. I combine direct tracking, retailer data where available, and tests that compare regions or time periods.

Do you manage retail media, like Amazon or supermarket ad platforms?

[Confirm which retail media platforms you cover, or remove this question.]

How do promotions affect paid media?

A lot. I plan spend around your promotional calendar so budget goes to offers with enough margin to pay back.

What contract do you work on?

Monthly rolling. There's no fixed-term contract.

Growing a consumer brand? Get a free proposal