Profoundry is a UK-based digital advertising micro-agency made up of senior-only PPC Consultants led by Founder/Head of Partner Ops Col Skinner. Together, we provide proactive PPC and Paid Social services that help businesses grow through smarter, data-driven advertising.
Profoundry began in 2014 when, after 7 years agency side, Col decided to take control of his working life and launch an independent PPC consultancy. The business focused on delivering effective, honest, and hands-on digital ad support to ambitious brands.
After three years helping agencies and in-house teams, Col realised that there was an untapped business model that could massively benefit clients. This is a hybrid consultancy model taking the very best of agency efficiency/process and mixing them with the flexibility and cost associated with freelancers. Col then built a network of trusted PPC specialists who shared the same practical, no-nonsense approach to paid advertising. These senior UK consultants all come from an agency background and specialise solely in all things paid media. Profoundry now brings that collective expertise together under one banner, with all elements overseen by Col. Our process aims to allow you to acquire customers Predictably, Consistently & Profitably.
Want to get to know the faces behind our elite squad? Well, you’re in luck. Below is a quick summary of who we are.
Col draws on nearly two decades of digital marketing experience to pair the right consultants with the right brands. His MO is simple: providing both sides with everything they need to achieve the best possible outcomes.
How many years working in PPC? 18 years (Jeez, I feel old)
Q: What do you enjoy most about PPC?
A: Turning messy data into clear decisions.
Q: What’s your working style in three words?
A: Curious, Honest, Accountable.
Q: What’s one skill that helps you in PPC that isn’t technical?
A: Knowing when to push back and ask good questions.
Q: What’s your go-to way to reset after a heavy optimisation session?
A: Walk, coffee, then one last look at the accounts/emails (against my better judgment).
Q: What’s the biggest PPC mistake you see brands make?
A: Chasing platform “best practices” instead of what actually moves their business numbers.
Drawing on her 7 years as a certified Google Ads & HighLevel specialist, Kat provides CRO/PPC expertise for industries, including home services, automotive, and lead-gen-focused brands.
Q: What’s your unpopular PPC opinion?
A: More data doesn’t fix a bad strategy.
Q: What’s your working style in three words?
A: Strategic, Analytical, Data-focused.
Q: What do you care about most when managing an account?
A: Making decisions that actually move the business, not just the dashboard.
Q: What do you care about most when managing an account?
A: Making decisions that move the business forward, not just improve dashboard metrics.
Q: What’s your go-to way to reset after heavy optimisation sessions?
A: A walk, good coffee, then one final “just to be sure” look at the account.
With 15 years of experience, including roles as PPC Director and Head of Performance, Em is the ideal fractional Digital Ad Consultant. She specialises in scaling brands by combining high-level performance strategy and platform expertise to turn complex business goals into reality.
Q: What’s your unpopular PPC opinion?
A: Although not to the same degree as 10 years ago, segmentation & a tailored ad approach is still the best way to drive results, even if there’s now more AI support.
Q: What’s the first thing you look at in a new account?
A: Audience targeting – it tells you everything you need to know about the account strategy (& if it’s actually working!)
Q: What do you wish more clients understood about PPC?
A: It’s easy to “over-optimise”, trying to reduce every metric and turn the account into a race to the bottom. Sometimes it’s better to have a higher CPC, for example, if it means you’re reaching the right audience.
Q: What’s your working style in three words?
A: Calm, insightful, data-driven.
Q: What’s your go-to ways to reset after heavy optimisation sessions?
A: Head to the gym or out onto the football pitch to get my body moving & clear my head
Seamus is a PPC and Tracking pro who, over the last 8 years, has developed extensive experience managing high-budget PPC campaigns across the fintech, travel, and e-commerce sectors.
Q: What’s your unpopular PPC opinion?
A: Not every account needs constant tinkering. Sometimes the best optimisation is closing the tab, letting the data breathe and resisting the urge to “just change one more thing.
Q: What’s one skill that helps you in PPC that isn’t technical?
A: Empathy, specifically the ability to get inside the mind of a searcher to understand the intent behind their specific query.
Q: What’s the hardest part of PPC that no one talks about?
A: The psychological toll of managing high-stakes budgets when external market shifts cause performance to dip through no fault of your own.
Q: What’s your working style in three words?
A: Data-driven, Skeptical, Agile.
Q: What’s your go-to ways to reset after heavy optimisation sessions?
A: I step away from all screens for a long walk to clear the “spreadsheet brain” and regain a macro perspective.
Aislinn has spent the last 8 years managing over £1M in multi-channel ad spend. As a creative marketer, she delivers full-funnel strategies across the tech, finance and D2C sectors.
Q: What’s your unpopular PPC opinion?
A: Not every account needs constant tinkering. Sometimes the best optimisation is closing the tab, letting the data breathe and resisting the urge to “just change one more thing.
Q: What’s the first thing you look at in a new account?
A: Tracking and structure. If the data’s messy or the setup doesn’t make sense, optimising feels a bit like trying to fix a car while blindfolded.
Q: What’s your biggest PPC pet peeve?
A: Making changes without a clear reason, or worse, making five changes at once and then wondering which one broke everything.
Q: What’s your working style in three words?
A: Calm, Logical, Slightly Obsessive (almost 3 words)
Q: What’s your go-to ways to reset after heavy optimisation sessions?
A: Step away from the laptop, grab a snack, take a short walk and try not to think about CTRs for at least five minutes.
Q: What’s your unpopular PPC opinion?
A: The best way to ‘optimise’ an account in 2026 is often to step back. We’ve moved from being button-pushers to being pilots; if you over-steer, the AI never learns how to land the plane.
Q: What’s one skill that helps you in Paid Media that isn’t technical?
A: Commercial empathy. It’s easy to spend a budget; it’s much harder to manage it with the same care as the person who actually earned it.
Q: What’s the first thing you look at in a new account?
A: Data hygiene. In the AI era, your results are only as good as the signals you’re feeding the machine. If the tracking and the setup is messy, the performance will be too.
Q: What’s your working style in three words?
A: Commercial, Analytical, and Decisive.
Q: What’s your go-to ways to reset after heavy optimisation sessions?
A: Quick walk to get some perspective, a strong coffee, and then one final ‘human-in-the-loop’ check to ensure the strategy and the math are actually singing from the same hymn sheet.
Becca is a veteran PPC specialist with 12 years of expertise across agency roles, delivering strategic PPC results for diverse sectors including e-commerce, recruitment, and property.
Q: What’s your unpopular PPC opinion?
A: PPC is pointless if the landing page is awful
Q: What’s the first thing you look at in a new account?
A: Conversions – how many and also the set up to see if the right things are being tracked
Q: What do you care about most when managing an account?
A: Knowing the business’s real numbers (e.g. profit, revenue, business costs) so I can report back on metrics that matter, not just ‘ROAS’
Q: What’s your working style in three words?
A: Creative, Honest, Relentless.
Q: What’s your go-to ways to reset after heavy optimisation sessions?
A: Some fresh air or watch a few videos on TikTok (unfortunately, it’s usually the latter)
Millie has over 5 years specialising in data-driven campaign optimisation and conversion tracking. She excels at leveraging granular data to refine advertising strategies and drive high-quality results across digital platforms.
Q: What’s your unpopular PPC opinion?
A: Scaling isn’t about increasing budget, it’s about finding new angles and audiences that actually convert.
Q: What’s the first thing you look at in a new account?
A: I always start by making sure conversion tracking is accurate and meaningful. Without that, any optimisation is just guesswork
Q: What do you wish more clients understood about PPC?
A: That it’s not one size fits all. What works for one account or industry won’t necessarily work for another. Success comes from testing, adapting, and building a strategy tailored to the business.
Q: What’s your working style in three words?
A: Analytical, Strategic, Proactive
Q: What’s your go-to ways to reset after heavy optimisation sessions?
A: Stepping away from the screen, usually a run or a gym session, then coming back with a fresh perspective. It’s the quickest way to spot what you missed when you were too deep in the data.
Scott is a veteran PPC Specialist with more than 12 years delivering successful campaigns for both agency and in-house teams. His career is headlined by a nearly 8 year tenure at Arnold Clark, where he managed large-scale budgets and complex accounts leveraging automation to drive efficiency,
Q: What’s your unpopular PPC opinion?
A: Experimentation should be more than just a box-ticking exercise. Testing without clear expectations and contextual considerations risks fuelling confirmation biases that can throw your whole project off-course.
Q: What do you wish more clients understood about PPC?
A: Momentum is huge. Big decisions need to be paired with a strong commitment to allowing the appropriate time for platforms to learn, adapt and self-optimise before making further changes.
Q: What’s the hardest part of PPC that no one talks about?
A: Overcoming stakeholder concerns/demands which are based on anecdotal observations rather than demonstrable performance insights.
Q: What’s your working style in three words?
A: Diligent, Empathetic, Creative.
Q: What’s your go-to ways to reset after heavy optimisation sessions?
A: Coffee, a wee bit of meal prepping, maybe throw on an episode of Seinfeld to reset the mental palate if it’s a real doozy!
