Performance marketer.
Systems thinker.
AI-enabled operator.

I’m a senior performance marketing specialist with 11 years’ experience across paid search, paid social, app growth and SEO. I’ve managed £50M+ in annual media spend across 8 international markets, building acquisition programmes across Google Ads, Meta, Microsoft Ads, LinkedIn and Apple Search Ads. My work sits between strategy and execution: campaign architecture, tracking, bidding, reporting and AI-powered workflows that help teams turn performance data into clearer commercial decisions.

View selected work Contact me
Lewis Phillips — Senior Performance Marketing Specialist
£50M+
Annual paid media managed
11 yrs
Performance marketing experience
8
International growth experience
5+
Channels run at scale
Selected Work

Selected work from marketplace, ecommerce and lead-generation growth.

Angi Inc.
Performance Marketing Manager · 8 markets

Led paid media across MyBuilder UK, HomeStars Canada, Werkspot NL and Instapro US. Designed scalable bidding architecture across paid search, paid social and display, drove a structured experimentation programme and led EU performance marketing teams through quarterly growth and optimisation cycles.

"Lewis was on my team for four-plus years, leading performance delivery for paid search, paid social and display. Without him, MyBuilder wouldn't be where it is today."

Vladimir Musaev — Director of Performance Marketing, Instapro Group
8
International markets
4
Marketplace brands
6+
Years sustained delivery
Lee Renée Jewellery
Digital Marketing Consultant · 2022–Present

Built the Shopify, Google Ads and SEO foundations from zero, then scaled acquisition across Search, Shopping, Performance Max and organic search. Improved revenue efficiency, grew non-brand visibility and helped turn paid and organic activity into a more reliable ecommerce growth engine.

"Very committed, hard working, results-focused, insightful and goes the extra mile. He treated the business as his own."

Lee Preston — Founder & CEO, Lee Renée Jewellery
5×
ROAS in 2025
9×
Peak monthly ROAS
+49%
YoY revenue growth
Engine House Bexley
Google Ads & Tracking · 2024–Present

Rebuilt the Google Ads and tracking setup from the ground up, moving the account from unclear attribution and fragmented journeys to cleaner conversion tracking, tighter intent groups and a more reliable B2B lead-generation structure.

"He never just 'did the work' — he explained what he was changing, why it mattered and the impact it would have."

Lewie Winters — Digital Strategy & Transformation Manager
4 wks
Broken setup to clean tracking
Full
Attribution stack rebuilt from zero
2
Domains unified under one journey
Clients & brands worked with
Angi MyBuilder HomeStars Werkspot Instapro Engine House Bexley Lee Renée Jewellery
The Pommier
Selected Analysis

The thinking behind the numbers.

Five projects showing methodology, not just outcomes.

~16% margin improvement
Geo-Bucketing Bid Model
tCPA Modelling · Location Value · B2C Acquisition

Replaced flat national CPA targets with location-based bidding tiers built from demand, conversion rate and margin data. Allowed high-value areas to be pushed more aggressively while lower-value areas were managed conservatively. Delivered 12% cost reduction, ~16% margin improvement and 19% growth in high-value location conversions.

+25% impression-to-conversion rate
RSA Headline Theme Analysis
Creative Testing · Z-Test · Multi-Market

Built a 1,300-row RSA headline library grouped by message type. Used Z-test validation to separate headlines that drove clicks from those that drove conversions, then applied learnings across multiple European markets.

+26% incremental conversion rate
AI Max Incremental Evaluation
Incrementality Testing · 4 Markets · Budget Allocation

Built a framework to measure AI Max's true contribution beyond Google's blended reporting. Found most AI Max volume was already covered by existing keywords — only a fraction was genuinely incremental. Used to determine where to scale aggressively and where to limit spend.

~30% CPA reduction YoY
Weighted Funnel tROAS Model
B2B Lead Gen · Funnel Modelling · Value-Based Bidding

Built a weighted multi-stage B2B funnel assigning value to each stage based on downstream conversion contribution. Segmented into high / medium / low value portfolios with separate tROAS strategies. Shifted optimisation from raw lead volume to qualified behaviour — ~30% CPA reduction alongside ~20% YoY volume growth.

≈75% cost per install reduction
Apple Search Ads Rebuild
App Growth · Search Intent · Keyword Promotion

Rebuilt around clear intent segments: brand, competitor, discovery and high-intent exact match. Created a keyword promotion workflow moving proven terms from broad discovery into exact match.

Guides

Free guides for paid search practitioners.

All guides →
Conversion Tracking 12 min read

Google Ads Conversion Tracking Not Working? How to Fix It

Smart Bidding optimises toward your conversion data. If the data is wrong, your bids are wrong. Seven causes and their fixes.

Read guide →
Google Ads 10 min read

Google Ads Quality Score Low? How to Improve It

Quality Score affects what you pay per click. Covers Expected CTR, Ad Relevance and Landing Page Experience — with specific fixes for each.

Read guide →
Smart Bidding 11 min read

Why GA4 Imports Can Break Smart Bidding (And How to Fix It)

GA4 conversion imports pass through an extra attribution layer before reaching Google Ads. That gap can mislead Smart Bidding. Here is what goes wrong and how to fix it.

Read guide →
Range

Marketer who ships code.

The combination is rare. I don't wait on a dev queue to instrument tracking, prototype a tool, or write the workflow that turns a CSV into a decision.

I run paid media

Across channels, markets and funnels.

  • -Google Ads — Search, Shopping, PMax, YouTube, Demand Gen
  • -Meta, LinkedIn and Microsoft Ads
  • -Apple Search Ads, Verizon/Yahoo and affiliate channels
  • -tCPA / tROAS bidding, conversion-value modelling
  • -Geo-bucketed bid models built on demand, margin and conversion data
  • -B2B lead gen and B2C eCommerce, 8 markets
I build the systems

Tracking, automation, AI workflows.

  • -GTM container architecture, GA4, Consent Mode v2
  • -Enhanced Conversions, cross-domain tracking
  • -Claude Code workflows for audits, reports and feed checks
  • -Persistent knowledge base — each audit informs the next
  • -Obsidian → Monday.com pipeline for action follow-through
  • -Working tools shipped end-to-end (see above)
Things I've built

Three live tools, built and shipped. Try any of them.

Each tool encodes a real audit methodology I use on accounts. Claude Code workflows on the backend; Google Ads API, GA4 and Merchant Center on the inputs. Read-only, free, and a fair preview of how I think about paid media.

Score
67
of 100
Critical GA4 import set as primary conversion
High 62% spend on broad match, no signals
Medium Customer Match list not connected
Live tool · Google OAuth

Google Ads Audit

Connect a Google Ads account and get a 9-point diagnostic in under 60 seconds. Severity-ranked issues, a specific fix for each, and a downloadable PDF. The audit I'd run on day one of any new account.

Claude Code Google Ads API GA4 GTM
Free · Read-only Try it →
Hook B+
Proof C
Friction B
Conv. path A−
Live tool · URL input

Landing Page Audit

Paste a URL. The tool scores hook, proof, friction and conversion path against the same rubric I use in client teardowns. Core Web Vitals included so you see what Quality Score sees.

Claude Code GA4 Shopify Gemini
Free · Read-only Try it →
Grade
A
Grade
B+
Grade
C
Hook · Match · Format · Friction 4 dimensions
Live tool · Image upload

Creative Scoring

Upload an ad creative and get scored on hook, message-to-market match, format fit and friction in the first three seconds. Trained on 1,300 RSAs from my own multi-market testing.

Claude Code ChatGPT Gemini
Free · Read-only Try it →
Source is on GitHub — read the code, run it yourself, fork it.
View on GitHub →
Get in touch

Open to senior roles. Select consulting.

Looking for senior performance marketing, growth or paid acquisition roles, either in-house or agency. Open to selected consulting alongside.

Email
lewis@phillips-uk.com →
LinkedIn
/in/lewis-p-153b2119a →
GitHub
phillips-uk →