Medialab · Media agency
60% YoY Google Ads growth and Premier Partner status
+60% YoY
The situation
As Search Director at Medialab, the UK’s largest independent media agency, I led search across a portfolio managing £20m+ in paid media. The mandate: grow Google Ads performance without growing waste.
What I did
Built a measurement doctrine led by MER rather than last-click, rebuilt account architecture around broad match and Smart Bidding where it earned its place, and held the team to incrementality thinking. Disciplined structure over clever tactics.
The result
60% year-on-year Google Ads growth and Google Premier Partner status, earned in February 2024. The same measurement-first approach underpins every paid media engagement.