anna simpson

Anna’s career in marketing began at university, where she studied how different channels influence the customer journey and how they can be combined to drive measurable performance. This integrated perspective shaped her early work as a Digital Marketing Executive, where she managed both SEO and PPC campaigns. Working across two disciplines gave her a solid understanding of how search behaviour, attribution, and intent interact across paid and organic touchpoints.

As her career developed, it became clear that PPC aligned more naturally with her strengths, particularly her analytical approach and interest in data-led decision making. This led her to move into dedicated paid media roles, progressing from PPC Executive to Paid Media Manager.

In her current position as Head of Paid Media & Operations, Anna leads on PPC strategy and the commercial alignment of all paid activity. She focuses on ensuring campaigns are built around real business metrics - margins, revenue models, customer value, sales cycles - so that paid media performance reflects meaningful commercial outcomes rather than surface-level indicators.

Anna’s expertise spans the full Google Ads ecosystem, including Search, Shopping, Performance Max, YouTube, and feed management. She has extensive experience working with automation and machine-learning-led optimisation, balancing Google’s automated bidding with structured inputs such as audience signals, feeds, scripts, and data-layer enhancements. She regularly uses custom Google Ads scripts to work around interface limitations, enabling deeper monitoring, smarter automation, and tighter budget and data controls than the platform allows out of the box.

She also works heavily with offline conversion tracking, mapping CRM journeys back into Google Ads, so that the platform can optimise towards real outcomes. This includes using enhanced conversions, API integrations, and custom CRM imports to improve signal strength and bidding accuracy, especially for clients with longer or multi-step lead journeys, to ensure accounts optimise toward actual commercial value rather than surface-level conversions.

Anna has managed accounts across SMEs and global brands, covering B2B, B2C, e-commerce, and specialist lead-gen setups. Her work centres on setting the strategic direction for paid media, creating clear performance frameworks, and ensuring campaigns scale efficiently through stronger processes, better data, and tighter commercial alignment.

Within the PPC community, she is active on LinkedIn, providing insights on automation, Google Ads updates and emerging trends she observes through day-to-day account work.