About Us
I help businesses scale revenue through high-performing Search Ads, Demand Generation strategies, and YouTube Ads that generate consistent leads and conversions.
From Frustration to a Framework That Delivers
ROAS Optimized was created after seeing a common pattern across businesses investing in digital advertising — significant budgets spent on campaigns that delivered traffic but not real growth.
Many companies struggle not because advertising platforms don’t work, but because campaigns lack the right strategy, structure, and continuous optimisation.
ROAS Optimized was built to change that.
Strategy Before Spend
Every successful advertising campaign begins with a clear strategy. We focus on identifying the right audiences, messaging, and campaign structure before scaling budgets.
Performance Over Vanity Metrics
Clicks and impressions don't grow businesses. Our focus is on meaningful metrics like conversions, qualified leads, and revenue impact.
Continuous Optimisation
Digital advertising is never static. Campaigns require constant testing, learning, and optimisation to maintain strong performance.
Scalable Growth Systems
Our goal is to build advertising systems that can grow with your business, delivering consistent results as campaigns scale.
My journey started in Demand Generation — spending years inside the engine, owning acquisition, funnels, and revenue outcomes. That experience taught me a critical lesson: when growth stalls, the problem is rarely the channel. It’s almost always a lack of clarity — about who you serve, what you uniquely offer, and why buyers should act now.
Today, I work upstream of execution. I partner with founders and GTM leaders who are scaling into complexity — new segments, enterprise buyers, procurement scrutiny, board pressure — and need focus more than more activity.
My role is to help leadership teams slow down just enough to diagnose the real constraint, align on priorities, and translate strategy into a focused 90-day plan that actually gets executed. My GTM advisory work is tailored, actionable, and always human-first — because strategy is only as good as the people carrying it out.
I bring operational rigour, systems thinking, and a grounded, practical approach to every engagement — recognising that GTM doesn’t break in isolation. It breaks when people, narratives, and incentives fall out of sync.
I’m a certified GTM Operating System partner — helping teams sharpen differentiation, clarify ICP, and build demand narratives that stand up in real buying environments, not just internal decks. I focus on companies where growth exists, but isn’t compounding the way it should.
Over the years, I’ve had the opportunity to collaborate with leaders like Sangram Vajre and Brian Brown, and I’ve learned just as much from scrappy founders who’ve built something from nothing. Those experiences shaped how I work: with curiosity, candour, and respect for the human side of growth.
I write and think publicly about GTM, demand, and revenue health through The NRR Navigator — exploring how modern teams build durable growth by aligning strategy, execution, and customer value.
What We Stand For
Purpose Mission Vision
Every decision we make — from who we hire to what clients we take on — is guided by these principles.
Our Mission
To Make Every Advertising Euro Work Harder for Every Business We Serve
We exist to close the gap between ad spend and real business growth. Our mission is to build performance marketing systems that are data-driven, transparent, and genuinely scalable — so businesses of all sizes can compete at the highest level and win.
Our Vision
To Be Europe's Most Trusted Performance Marketing Partner
A world where no business overpays for bad advertising. We’re building the benchmark for ethical, data-driven growth marketing across Ireland and Europe.
Our Purpose
Empowering Ambition with Clarity
Ambitious businesses deserve partners who match their drive. We give brands the tools and strategy to pursue growth without fear — because clarity removes doubt.
Step 1 — Audit
A forensic dive into your existing campaigns, landing pages, tracking setup, and competitor landscape. We find exactly where money is being lost before we spend a cent of yours.
Step 2 — Strategy
A forensic dive into your existing campaigns, landing pages, tracking setup, and competitor landscape. We find exactly where money is being lost before we spend a cent of yours.
Step 3 — Launch
Campaigns go live with precision — every ad group, bid strategy, creative, and audience segment is set up for performance from day one, not day thirty.
Step 4 — Scale
With proven performance data in hand, we scale what's working — expanding reach, increasing budgets intelligently, and compounding returns month on month.
How We Work
Our Proven 4-Step Framework
What We Do
Growth Services Built for Scale
Paid Search
Search Ads
Capture high-intent buyers at the exact moment they’re searching. I build and manage Google Search campaigns that prioritise qualified clicks, not just cheap ones — turning search queries into sales conversations.
Pipeline Growth
Demand Gen Advisor
I help B2B and SaaS companies build predictable, scalable pipeline through structured demand generation. We align positioning, paid acquisition, messaging, and measurement into a unified revenue engine — generating qualified demand, not vanity traffic.
Video Advertising
YouTube Ads
Video is where B2B buyers build trust before they ever fill a form. I design YouTube ad strategies that create awareness at scale, nurture decision-makers through the funnel, and drive measurable action — not just impressions.
- Credentials & Trust
Certified. Trusted. Proven.
Our team holds the highest-level certifications from Google — backed by years of real-world campaign management experience across highly competitive industries.
Google Partner Certified
Recognised by Google for search advertising excellence, meeting their highest performance thresholds across client campaigns.
YouTube Ads Certified
Officially certified in YouTube advertising — skippable in-stream, branded content, and connected TV strategies that convert.
Demand Gen Specialist
Certified in Google's Demand Generation campaigns — broader reach and precision targeting across Google's full ad ecosystem.
GDPR & Data Compliant
All campaigns and data handling are fully GDPR compliant — protecting our clients and their customers at every touchpoint.
Let’s Scale Your
Advertising Performance
High-performing Search Ads, Demand Generation, and YouTube campaigns
designed to drive consistent leads and predictable growth for your business.