Digital marketing activation
Craft & Consult plans, builds and manages digital marketing activity directly, combining experienced judgement with practical execution and ongoing optimisation.
For growing UK businesses, SMEs and challenger brands that need someone to take ownership of delivery or support the team already in place.
You have priorities to act on. What you need now is experienced delivery and clear ownership.
You know what needs doing but need experienced delivery.
Paid media performance needs improving.
Your current setup has too many steps between decisions and action.
You need someone to take ownership of selected channels.
Your internal team needs extra execution support.
Tracking and measurement need fixing.
eCommerce acquisition needs more disciplined management.
Campaign budgets need better allocation and optimisation.
The work we can take on
The channel mix follows your objectives, audience and economics. The work connects acquisition, measurement and conversion, with ongoing attention to where budget earns its place.
Capture existing demand efficiently and improve acquisition performance. Campaigns are built around search intent, product priorities and the value of each conversion.
Google Ads · Google Search Ads · Google Shopping · Performance Max · YouTube Ads where relevant
Create, shape and convert demand through audience selection, creative testing and campaign management. AI advertising is considered only where it is genuinely available and appropriate for the brief.
Meta Ads · Facebook Ads · Instagram Ads · TikTok Ads · LinkedIn Ads · Pinterest Ads · Paid social
Give products, margins and customer acquisition a clear role in the account. Structure activity around the catalogue and assess marketplace opportunities where relevant.
Shopping feeds · Product segmentation · Customer acquisition · Campaign structure · Relevant marketplaces
Make the data useful for decisions. Check what is being tracked, connect conversions to business outcomes and report on what needs attention.
Tracking · Analytics · Conversion measurement · Attribution · Reporting
Improve what happens after the click. Connect campaigns with relevant landing pages, test changes and improve the product information people see.
Landing pages · Conversion optimisation · Testing · Feed optimisation
Keep activity under active review. Allocate budget, maintain campaign quality and use testing and reporting to decide where to improve or expand.
Campaign management · Budget allocation · Testing · Reporting · Optimisation · Growth planning
A direct working model
The person setting the direction remains involved in delivery. You speak directly with Ian, who applies experienced judgement to the everyday decisions that shape performance.
Fewer handovers keep decisions close to implementation, so useful changes can be made and reviewed sooner.
Budget and optimisation decisions follow your business performance. Platform recommendations are assessed against your goals, rather than accepted as a reason to spend more.
Direct communication keeps priorities, progress and trade-offs clear. You know what is being changed and why.
Taking responsibility for delivery does not have to mean replacing your existing arrangements. We agree where ownership sits and work with the people already involved.
Take responsibility for the channels where you need additional expertise.
Focus on a defined problem, from campaign structure to unreliable conversion data.
Add experienced execution capacity alongside the people who know your business.
Agree responsibilities and coordinate activity with your existing partners.
Put agreed recommendations into practice, keeping the reasoning behind them intact.
Provide temporary experienced support while roles, teams or arrangements change.
Already have a clear plan? You can come directly for Activation. We review the priorities and existing setup, agree the scope and get to work.
If you need an independent view first, Consultancy helps establish where to focus and what to change. Some clients then ask Craft & Consult to implement the resulting plan, with Ian remaining involved.
15+
years across global and independent agencies
Ian Hyde · Founder
Ian’s background spans paid media, organic strategy and eCommerce, across sectors from B2B to online retail. His experience includes managing spend, inventory and revenue.
Craft & Consult brings that experience directly into your account. You work with Ian on the decisions and the delivery.
Activation primarily covers Convert within our Craft / Consult / Convert methodology. After a short review, the activities below put agreed priorities into practice. The scope follows your setup and the support you need.
Review the existing setup, goals, data and priorities. Agree what needs attention and how progress will be assessed.
Create or restructure campaigns, tracking and supporting assets so the agreed plan can be put into practice.
Run activity, allocate budget and maintain campaign quality, with clear communication about decisions and progress.
Test, learn and improve performance. Use the evidence to refine activity and decide what to do next.
Talk to Craft & Consult about the channels, performance challenges and growth opportunities that need attention.
