Hugo Brightling

I work across Google Ads, Meta and LinkedIn, supporting everything from campaign strategy and account structure to keyword research, audience planning, ad copy, creative testing, budget management and performance review.

Built and scaled my own e-commerce fashion accessory business using Meta ads before moving into freelance digital marketing consulting during the pandemic. Managed product positioning, paid social campaigns, ad creative, audience testing, budget allocation and performance optimisation. This hands-on experience gave me a practical understanding of paid media from a business owner’s perspective, including the importance of profitable growth, creative testing and commercial decision-making.

Planned, built and optimised paid media campaigns for a B2B business targeting senior decision makers.

Work included campaign strategy, Google Ads and LinkedIn Ads setup, keyword research, audience planning, ad copy, creative testing, budget management and performance review.

Focused on improving lead quality, reducing wasted spend and creating clearer campaign messaging for a high-value B2B audience.

Audited an underperforming Google Ads account to identify wasted spend, poor keyword targeting and low-quality traffic.

Reviewed search terms, campaign structure, keyword match types, ad copy and budget allocation, then recommended a cleaner structure focused on higher-intent searches.

The project helped the client understand where spend was being wasted and how to focus budget on more commercially relevant traffic.

Built LinkedIn ad campaigns for a B2B audience, focused on reaching specific job titles, industries and senior decision makers.

Developed campaign messaging, audience targeting, ad copy and creative testing ideas designed to generate higher-quality leads rather than broad, low-intent traffic.

Supported ongoing performance review and recommendations around budget, audience quality, messaging and creative direction.