John Daulton, Google Ads Specialist in Lincoln
I’ve been running Google Ads since 2014, including ten years in-house as the Google Ads specialist for a UK online jewellery retailer. Now I work independently, managing Search, Shopping and Performance Max campaigns for businesses in Lincoln, across Lincolnshire and around the UK.
- Google Ads since 2014
- £5M+ ad spend managed
- Based in Lincoln
How I Got Here
I didn’t start out in an agency. I started by building websites, then spent a decade on the business side, where every pound of ad spend had to earn its place.
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2008
Building websites and learning SEO
I built my first website in 2008 and quickly got hooked on how people find things on Google. That turned into my own small web design business, and a good grounding in what makes a page convert.
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2014
Moving into Google Ads
In 2014 paid search became my main focus. Google Ads in particular: the mix of data, testing and psychology, and the fact that you can see exactly what every pound brings back.
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12 years
In-house at a UK online jewellery retailer
I spent twelve years as the in-house Google Ads specialist for a UK online jewellery retailer, managing budgets of £50,000+ a month across Shopping and Search, and scaling Black Friday campaigns to £20,000+ in a single day while beating the target ROAS.
Working alongside the business and e-commerce managers taught me to judge campaigns on margin, stock and real revenue, not clicks.
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Today
Independent Google Ads specialist
Now I work for myself from Lincoln, managing Google Ads for 20+ clients, from local service businesses to national retailers. Every account gets the same approach I used in-house, and I manage every account myself. See how I manage Google Ads →
My Track Record
12 years in-house
Ten Years Growing Google Ads for a UK Online Jewellery Retailer
Before going independent, I spent ten years in-house as the Google Ads specialist for a UK online jewellery retailer. Over that time, I helped grow the business’s online revenue substantially.
I worked side by side with the business manager and the e-commerce manager, so every campaign decision was tied to what the business actually needed: margins, stock, seasonal peaks and the products that mattered most. That’s a very different job from managing an account at arm’s length.
What the role involved
- Running Shopping and Search campaigns across a large product range
- Managing budgets of up to £50,000+ a month
- Optimising the product feed so the right products showed for the right searches
- Scaling campaigns for Black Friday from the years it first took off in the UK, with £20,000+ spent in a single day while beating the target ROAS
- Planning around the other big trading periods, from Christmas to Valentine’s Day and Mother’s Day
- Adapting through every major Google change, from manual bidding to Smart Bidding and Performance Max
What it means for you: I’ve sat on the business side, answerable for real revenue, not just reporting on clicks. Since going independent, I’ve brought that same approach to 20+ clients across the UK.
How I Work
Ten years in-house shaped how I run every account. These are the things you can count on.
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You deal with me
No account managers, and no juniors. The person you speak to is the person making the changes.
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Results, not vanity metrics
I judge campaigns on enquiries, sales and profit. Clicks and impressions only matter if they lead somewhere.
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Honest advice
If Google Ads isn’t right for your business, or your budget, I’ll tell you. I’d rather lose a sale than waste your money.
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Your account, your data
Your Google Ads account, campaigns and history always belong to you. If we stop working together, it all stays with you.
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No long-term contracts
I work month to month. If I’m not earning my fee, you shouldn’t be locked in.
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Plain-English reporting
A monthly summary of what you spent, what it brought in, what I changed and what’s next. No jargon dashboards.
Outside of Google Ads
Lincoln isn’t just where I work. When I’m not in an ad account, you’ll usually find me at a match or behind the decks.
Britpop and indie DJ
Since 2017 I’ve hosted Lipgloss, Lincoln’s Britpop and indie vinyl night. I’ve also DJed in support of Tom Hingley (ex-Inspiral Carpets) and Bez (Happy Mondays).
Lincoln City fan since 1985
I’ve followed the Imps for 40 years, through the good seasons and plenty of hard ones. It’s taught me a lot about patience and long-term thinking.
Let’s Talk About Your Google Ads
Whether you want a second opinion on your current account or you’re starting from scratch, I’ll take a look and tell you honestly what I’d do. No obligation and no hard sell.
- No long-term contracts
- You own your account
- Based in Lincoln