Tom Packham, fractional Head of Paid Media
Paid media, judged on the numbers your finance team trusts.
I run Google, Meta, LinkedIn and TikTok advertising for B2B SaaS, FinTech and ecommerce brands. Every pound is measured against the outcomes that matter: qualified pipeline, customers and revenue, not just clicks and platform-reported conversions.
From £3,500 a month. 30-day rolling. I do the work myself.
| Client | Spend | Result | Return |
|---|---|---|---|
| Ghost FragrancesDTC and TikTok Shop, Nov 2024 to Oct 2026 | £968K | £2.37Mtracked revenue | 2.45×blended ROAS |
| Soto GardensGarden retail, 2025 | £120K | £515Ktracked revenue | 4.29×blended ROAS |
| TimeleftConsumer app, May to Sep 2026 | ~€480K/mo | +51%new revenue | €77 to €46Meta cost per new payer |
| EnfuceB2B FinTech, Jan 2025 to Oct 2026 | €924K | €47.8Mclosed won with a paid touch (10 deals) | €250K to €1.4Mannual budget, 2025 to 2026 |
- Ghost Fragrances2.45×
DTC and TikTok Shop, Nov 2024 to Oct 2026. Blended ROAS.
- Spend
- £968K
- Tracked revenue
- £2.37M
- Soto Gardens4.29×
Garden retail, 2025. Blended ROAS.
- Spend
- £120K
- Tracked revenue
- £515K
- Timeleft€77 to €46
Consumer app, May to Sep 2026. Meta cost per new payer.
- Spend
- ~€480K/mo
- New revenue
- +51%
- Enfuce€250K to €1.4M
B2B FinTech, Jan 2025 to Oct 2026. Annual budget, 2025 to 2026.
- Spend
- €924K
- Closed won with a paid touch (10 deals)
- €47.8M
Ecommerce figures are platform-tracked revenue divided by media spend. B2B figures come from the client's CRM, not from ad platforms. A paid touch means the account was reached by paid before the deal, not that paid sourced it. How each figure was measured
Different businesses. Same expectation: accountable performance.
B2B & FinTech
Google and LinkedIn advertising that focuses on the quality of leads and the opportunities they create, not simply how many forms get completed.
B2B & FinTech paid mediaEcommerce
Search, Shopping, Meta and TikTok campaigns managed against acquisition costs, revenue and the commercial reality of growing an online business.
Ecommerce paid mediaSenior strategy. Hands-on execution.
All services-
Fractional Head of Paid Media
Senior ownership of your paid media strategy, budget and channel mix, without a full-time hire. I set the plan, run the accounts and report against the numbers your finance team trusts.
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Google Ads Management
Search, Shopping, Performance Max and Demand Gen, run by hand and measured against CRM pipeline or store revenue. Microsoft Ads included where it is worth running.
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LinkedIn Ads Management
LinkedIn campaigns for B2B SaaS and FinTech, built around target accounts and buying committees, and reported on cost per opportunity from your CRM.
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Meta Ads Management
Facebook and Instagram ads for ecommerce and lead generation, with a consolidated structure, steady creative testing and reporting checked against store revenue.
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TikTok Ads Management
Creator-led TikTok campaigns for brands whose products suit the platform, measured on incremental revenue rather than in-app ROAS alone.
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Paid Media Audits
An independent review of your Google, LinkedIn, Meta or TikTok accounts, covering structure, waste, tracking and how platform numbers compare with your CRM or store.
One specialist. Clear accountability.
I'm Tom Packham. I'm directly involved at every step: practical changes in the accounts, not lengthy strategy presentations. No account managers, no juniors.
About meAudit
Understand the account, tracking, budget and business objectives.
Plan
Build a realistic channel and optimisation strategy.
Execute
Implement changes, manage campaigns and test improvements.
Report
Explain what happened, what it means and what changes next.
The numbers matter. So does what sits behind them.
All case studies£2.37M tracked revenue from £968K of media across TikTok Shop, Meta and Google: 83,000 purchases at a 2.45× blended return.
- Period
- November 2024 to October 2026 (24 months)
- Platforms
- TikTok Shop GMV Max, TikTok Spark Ads, Meta, Google Ads (Performance Max, Shopping, Search)
- Measured in
- Platform-attributed purchases and revenue, tracked weekly in one reconciled report across all three channels
Paid revenue grew from £139K to £709K in three years as media scaled from £27K to £169K, with the blended return held above 4×.
- Period
- 2023 to October 2026
- Platforms
- Google Ads (Shopping, Performance Max), Meta, Microsoft Ads
- Measured in
- Google revenue from GA4 (Google channel attribution), Meta and Microsoft from the platforms, tracked monthly and compared with total store revenue
New revenue up 51% in four months. Meta's cost per new payer fell from €77 to €46 while spend rose 51%.
- Period
- May to September 2026
- Platforms
- Meta, TikTok
- Measured in
- New gross transaction value (new GTV) and new payers from Timeleft's own growth cockpit, with Meta's share from the sign-up exit poll, not from in-platform attribution
Clear pricing. No unnecessary layers.
A flat monthly fee for the work, never a percentage of your ad spend. Your media budget is paid directly to the platforms.
How pricing works- Campaign management
- From £3,500a month, for one channel at an early-stage company
- Fractional Head of Paid Media
- £6,000 to £10,000a month, typically, for multi-channel ownership tied to your CRM or store
- Independent audits
- Free initial reviewin-depth audits priced to scope
Reporting that answers the actual business question.
Campaign reporting should make it clear where the budget went, what it achieved and where we should focus next. For B2B, that means understanding lead quality and pipeline. For ecommerce, it means looking at sales, acquisition costs and efficiency, not just the return claimed by each platform.
Reporting like this is part of every engagement, in a format your leadership can read in a few minutes.
Reporting, measurement & AI
Need more advanced reporting or automation?
For businesses looking to connect their advertising, CRM and ecommerce data, build custom dashboards or introduce AI-powered workflows, explore Ad Ops Autopilot.
Inside the ad accounts.
Practical advice on paid media strategy, account structures, targeting, campaign management and the commercial decisions that affect performance.
7 Reasons Your Ecommerce ROAS Looks Good but Profit Doesn't
Seven ways apparently strong ecommerce ad returns can diverge from the economic reality of the business.
Read the article Paid Media Strategy 23 October 2026Flat Fee vs Percentage of Ad Spend: Paid Media Pricing
Why percentage of ad spend pricing misaligns incentives, how flat fee paid media pricing works, and what to ask any agency or consultant before you sign.
Read the article Paid Media Strategy 23 October 2026Fractional Head of Paid Media vs Agency: Which Is Right for Your Business?
How fractional paid media support compares with an agency, and how to choose based on the work your business actually needs.
Read the articleCommon questions. Straight answers.
How much does paid media management cost?
Retainers start at £3,500 a month for one channel at an early-stage company. Most multi-channel engagements sit between £6,000 and £10,000 a month. It's a flat monthly fee, never a percentage of ad spend, and your media budget is paid directly to the platforms, separate from my fee. Contracts are 30-day rolling.
What is a fractional Head of Paid Media?
A senior paid media lead who works with you part of the time rather than as a full-time employee. I set the strategy and budget, run the campaigns myself, fix tracking and report to your leadership, without the cost of a full-time senior salary.
Do you work with existing in-house teams?
Yes. I can lead paid media alongside your marketers, support a junior in-house specialist, or oversee an agency on your behalf. When you're ready to bring paid media fully in-house, I can help write the role, interview and hand over.
What is included in an account audit?
I review account structure, budget allocation, search terms and targeting, creative, conversion tracking and how platform results compare with your CRM or store data. The free initial review is a first look at where I'd focus. A full in-depth audit is scoped and priced separately.
Which advertising platforms do you manage?
Google Ads (Search, Shopping, Performance Max and YouTube), Microsoft Ads, LinkedIn, Meta (Facebook and Instagram) and TikTok.
How do you measure lead quality?
By following leads into your CRM. I track how many become qualified leads, opportunities and customers, report cost per opportunity and pipeline by channel, and where possible send those outcomes back to the ad platforms so bidding learns from good leads rather than form fills.
How quickly can performance improve?
It depends on the account. Fixing tracking and obvious waste can make a difference quickly, while changes to structure, bidding and creative need a few weeks of data to judge properly. I won't promise a number before I've seen your accounts.
Do clients own their advertising accounts?
You should, and I recommend it in every case. I work through access you grant to your own ad accounts, analytics and CRM, so the accounts, data and history stay with you if we stop working together.
Do you build custom dashboards?
Clear campaign reporting is part of every engagement. If you need custom dashboards that join ad, CRM and ecommerce data together, that's what my separate business, Ad Ops Autopilot, builds.
Can AI automate paid media reporting?
Parts of it, yes. Pulling data, spotting anomalies and drafting a weekly summary can be automated, but the judgement about what to change should stay with a person. Ad Ops Autopilot builds those workflows for teams that want them.
Know what your advertising is actually delivering.
Get an experienced second opinion on your paid media accounts, budget and performance.
- Email tom@adpackmedia.co.uk
- Call +44 7464 936139
- Message me on LinkedIn