Tiffany Shears
Head of PPC
- 7Years in industry
- 5Years at Absolute
- RemoteBased at
- 4Regulated sectors worked in
Rather than guess which keywords are pulling them in, she recommended a hidden field on the contact form to capture the search term against each enquiry
Tiffany Shears’s experience
While finishing her dissertation she ended up in the complaints department of a digital marketing company
- Stelrad
What Tiffany does here
Rather than guess which keywords are pulling them in, she recommended a hidden field on the contact form to capture the search term against each enquiry
Tiffany splits her time between running her own book of clients and heading the PPC department. The client work covers search query analysis, bid and budget decisions, and reporting, but the problems she gets pulled into most often sit one step behind the campaigns: whether the account is measuring the right thing at all.
An example of a current project is a client selling to both B2B and B2C who wants more B2B leads. Rather than guess which keywords are pulling them in, she recommended a hidden field on the contact form to capture the search term against each enquiry. That shows which keywords produce B2B leads, and the data feeds back to the SEO team.
On another account underperforming on conversions, she is working through heatmaps and competitor research to identify usability issues. She is also the internal escalation point for GA4 and Tag Manager problems across the agency.
Where Tiffany makes the difference
Areas of expertise
- Custom GA4 and GTM tracking beyond default events
- feeding optimisation and audience building
- Full funnel Paid Social advertising
- using upper funnel activity to create demand and convert it
- Diagnosing technical faults that impact account performance
Industry specialisms
- iGaming (1 years)
- Healthcare and pharma (6 years)
- Adult (6 years)
- Regulated ecommerce (6 years)
Industry recognition
Stelrad – Meta paid social strategy for the UK's leading radiator specialist, driving direct sales across consumer and trade audiences
Stelrad – Meta paid social strategy for the UK's leading radiator specialist, driving direct sales across consumer and trade audiences. Campaigns have won multiple awards including Standout Integrated B2C Campaign of the Year at the UK Digital Excellence Awards 2026.
Funky Jackpot – built and run the Google Ads and Meta strategy for the online casino and sports betting brand, including securing gambling advertising permissions across both platforms.
Carebase Management Limited – own the Google Ads strategy for the care home operator, working within healthcare policy restrictions and currently building a CRM data feed to give clearer visibility of lead quality.
A national not-for-profit charity – Meta and Google Ads strategy across fundraising and awareness campaigns.
Scalpology Ltd – developed the Google Ads strategy for the scalp micropigmentation specialist, navigating healthcare policy restrictions on treatment advertising.
Shoreditch Townhouse Ltd – Google Ads strategy for the late-night adult entertainment venue, working within adult content restrictions.
Insights from Tiffany
How to Set Up Google Ads for an Adult Brand
30-Second Summary: Understand Google’s dos and don’ts when creating Google Ads adult content that adheres to the platforms adult content platform. Focus…
Aug 22, 2024 Read More
The Benefits of Implementing Enhanced Conversions in Your PPC Campaigns
30 Second Summary: Google enhanced conversions enable more accurate tracking of user actions post-click, providing marketers with precise data on campaign performance…
Jun 19, 2024 Read More
What Google’s Updates To Merchant Center Product Data Means For Your Shopping Campaigns
30 Second Summary: Google’s updates to Merchant Center product data ensure more accurate and detailed information for your shopping campaigns By adhering…
Jun 19, 2024 Read More
What drives Tiffany
She still uses tracking and analytics on every account, but reads them as part of a whole picture rather than the whole answer
Tiffany thinks that as a society we put too much stock in data, which sounds odd coming from a data specialist. Analytics will tell you PPC brought in the most sales, but not what made someone search in the first place. Was it an ad they saw on Facebook? Did they come across the company while looking something up in an AI tool? Demand usually has to be created elsewhere, much like TV advertising worked before streaming. She still uses tracking and analytics on every account, but reads them as part of a whole picture rather than the whole answer.
Connect with Tiffany
Tiffany is Head of PPC at Absolute Digital Media. If you have a question about custom GA4 and GTM tracking beyond default events, feeding optimisation and audience building, or a brief that needs someone who has done it before, LinkedIn is the quickest way to get hold of Tiffany.
