Paul Avins Enterprises Ltd

Head of Marketing

Shatter Media

Alex Lowe Marketing 

We are a marketing agency assisting small business owners in getting more leads and sales online through targeting content marketing and customer acquisition funnels. 

Do you struggle with...

>Getting qualified leads?
>Using your website as an effective marketing tool
>Getting enough sales?
> Launching new products and services?

We can help!

alex@alexlowe.com
07725 729951

Owner

Jaxx Productions LLC

Marketing & Sales Manager & Coach

UK Fire Training Limited

PPC Manager

The  Empowering  Network

Digital Marketing Manager

Martin James Network

Copy, Website building, B2B Lead Generation & Appointment Setting.

DAN BRADBURY LTD

Responsible in a lead role as part of the company’s marketing function to manage various channels in support of elevating brand awareness and engagement. 

Drawn upon to write engaging content for use over various mediums. 

Ensuring all content matches brand and campaign standards. 

Assisting  with   management   of   various   events   for the  business. 

Sourcing  vendors as required and leveraging rates, terms and schedules favourably.

Utilising social media platforms to to increase brand and event exposure. 

Analysing the market and competitors to ensure the business remains competitive with its offering.

Providing insight to stakeholders so that efforts and range can be diversified and enhanced

Marketer & Client Success Coach

Alex Lowe Hypnotherapy

•	Drawn upon in a multi-faceted role with the primary remit to support marketing and operating functions of a business offering weight loss and anxiety workshops.

•	Designing and executing marketing campaigns. Utilising various channels to drive outreach of the business whilst monitoring return on investment.

•	Authoring a 60,000+ word dissertation in support of completing and obtaining a HPD Hypnotherapy Practitioner Diploma.

•	Establishing a business plan accompanied with targets across various metrics.

Sole Trader

Marketing Consultant, Manager & Coach I Direct-Response I Content Strategy I Copywriting I Lead-Generation

>> 𝗪𝗵𝗼 𝗗𝗼 𝗜 𝗪𝗼𝗿𝗸 𝗪𝗶𝘁𝗵?

I help growth-focused business owners who are struggling to find an effective marketing message to articulate their true value to the market and share their message in a compelling way that ATTRACTS, ENGAGES & CONVERTS their ideal prospects into clients not once but perpetually. 

Want to create compelling ‘evergreen marketing assets’ that get you ‘pre-sold’ leads on demand? DM Me.

>> 𝗪𝗵𝗮𝘁 𝗗𝗼 𝗜 𝗗𝗼?

I use my decade of experience in B2B & B2C marketing to help you…

Create a simple, clear, effective marketing strategy that WORKS

Create compelling, irresistible copy for websites, funnels, brochures, emails, landing and sales pages, and anything that’s required

Set up and project-manage marketing campaigns and launches (I’ve helped co-ordinate and run over 8, 6 to 7-figure launches so far) 

>> 𝗪𝗵𝘆 𝗠𝗲?

I’m not a ‘flavor-of-the-month’ marketer who’s taken weekend training. I’ve done over a decade ‘in the trenches’ helping successful companies scale their revenue through targeted marketing and creating and launching new product and service offerings. 

I am a trained clinical hypnotherapist. I understand the deep psychological triggers and unconscious decision-making processes that drive people to buy.

I’m laid back, friendly, and ‘anti-drama’ in my approach to life and business. I’m serious about getting results but very little else. 

>> 𝗪𝗵𝗼 𝗛𝗮𝘃𝗲 𝗜 𝗪𝗼𝗿𝗸𝗲𝗱 𝗪𝗶𝘁𝗵?

Business growth companies 
Property investors
Sales trainers 
Eccomerce Companies
Supplement companies 
Therapists 
+ TONS more! 

>> 𝙒𝙝𝙖𝙩 𝙙𝙤 𝙤𝙩𝙝𝙚𝙧 𝙗𝙪𝙨𝙞𝙣𝙚𝙨𝙨 𝙤𝙬𝙣𝙚𝙧𝙨 𝙨𝙖𝙮? 

“Alex has been one of the key people I’ve turned to for strategic marketing advice and assistance over the years. He has a great strategic business brain and is amazing at generating high-converting marketing materials including traffic, copy and lead generation funnels. If you get the chance to learn from Alex or work with him...snap it up quickly!”

 - Adam Ashburn, COO, Seriously Fun Business Ltd

"I can highly recommend Alex Lowe to anyone looking for help with their marketing or launching a SAAS offering.  If you're looking for a reliable digital marketing specialist that get's results then speak to him ASAP!" 

- Jill Hartigan, MD, Caseflowhr.ai


Join my weekly newsletter for effective marketing tactics here: https://www.marketingmayhem.co.uk/signup

Alex Lowe

I am a Pay Per Click Marketing and Web Analytics Professional with over 20 years of experience in the online world. I founded Positive Sparks Marketing Ltd, a commission based PPC agency that works with e-commerce brands across the world to generate more sales and optimise their conversion rates. 

My passion is to help businesses grow and scale online via a share of the revenue generated by our PPC campaigns, rather than ongoing fixed fees. I also a past host of the Digital Sparks podcast, where I previously interviewed established voices in web marketing, online productivity, and digital entrepreneurship. I have multiple publications on remote working and digital nomadism and am always looking for new challenges and opportunities to collaborate with like-minded professionals and clients.

Phil Byrne

In 2026, your logo is the least interesting thing about your business.

Shoppers aren't looking for a badge anymore. They're looking for a result.

If you’re selling a health supplement that fixes sleep, the customer doesn't care if your brand was founded in 1920 or 2024. They care about not feeling like a zombie at 7:00 AM. 

This is the 'Benefit Economy'.

The old way of advertising was building 'brand equity' through repetition. The 2026 way is building 'relevance' through utility. 

Google and Meta’s algorithms have caught up. They now prioritise the creative that solves the user's immediate problem over the one with the biggest marketing budget. 

If your ads lead with your logo, you’re paying a 'vanity tax' in the form of higher CPAs. 

Stop trying to be famous. Start being useful. 

The brands winning right now are the ones that realise they aren't selling products( they're selling outcomes.) 

Founder

Commission Based PPC Advertising Pro. Digital Entrepreneur. Founder of Positive Sparks, Digification & The Digital Sparks Podcast

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Stop treating AI like a calculator.

Most brands think Google and Meta are just crunching numbers. They treat the platform like a fancy spreadsheet. "I put £1 in, give me £5 back."

Doesn't work like that anymore.

The AI is a signal engine. It's an inference machine. It doesn't calculate results; it reacts to signals. If you feed it rubbish data, it'll find you rubbish customers. Simple as that.

The job of a media buyer has shifted. We're not "optimising" buttons or playing with bid caps all day. We’re managing the quality of the signal.

That means:
- Proper tracking (no guesswork)
- Feeding high-intent conversion data
- Using creative that actually qualifies the lead

Feed the engine the right fuel, and it'll drive itself. Feed it junk, and it’ll stall. Stop looking for the magic button and start cleaning up your data.

Phil Byrne
Founder, Positive Sparks

AI is a Signal Engine, Not a Calculator

Amazon is finally leaving a bit of oxygen in the room.

We’re seeing a shift in the Google Shopping auction weights. For years, the retail giant has sucked the air out of the room, outbidding everyone on pure volume. 

But there’s a vacuum forming.

As Google pushes deeper into its AI-driven "Merchant Center Next" era, the algorithm is prioritising relevance and high-intent data over raw spend. 

If you’re a D2C brand, this is your window to scale without getting bullied off the page. 

Here’s how you fill the gap:

1. Stop fighting for every click. You’ll lose on margin.
2. Focus on "Signal Architecture". This is about feeding Google the exact conversion data that matters: not just "purchases," but high-value customer segments. 
3. Protect your guardrails. If you let the automation run wild, Google will just spend your surplus on low-quality traffic to hit their own goals.

The brands winning right now aren't the ones with the today's biggest budgets. They’re the ones with the best data infrastructure.

Build the signals, capture the vacuum, protect the profit.

Phil Byrne
Founder, Positive Sparks

Stop bragging about your 15x ROAS. It might be a lie.

If most of that return is coming from your brand campaigns, you aren’t "winning" at advertising. You’re just paying Google a tax on customers who were already coming through your door.

I see it every week. Brands think they’re scaling because the account-wide ROAS looks healthy. But look under the hood and the cold traffic: the actual growth engine: is sputtering.

Here’s the thing:
- Brand ROAS is an ego metric. It inflates performance and hides inefficiency.
- Google’s "smart" features love brand traffic because it makes their numbers look good, even if it erodes your margins.
- Without guardrails, you’re just bidding against your own organic listings.

True growth happens in the trenches of cold traffic. It’s harder, the ROAS looks "worse," but it’s the only way to find new customers.

Switch your focus to New Customer ROAS or Contribution Margin. Stop letting "the tax man" take a cut of your existing success.

Define the rules. Protect the margin. Grow the business.

Phil Byrne
Founder, Positive Sparks

The AI doesn't care about your audience settings anymore.

It doesn't give a toss if your customer lives in Manchester or likes mid-century furniture. 

The era of manual targeting is over. We’ve entered the era of 'Signal Feeding'.

The algorithm is a beast that needs high-quality fuel. If you feed it junk, it’ll find you junk customers with terrifying efficiency.

Most brands are still stuck in 2018:
❌ Micro-managing age brackets.
❌ Obsessing over interest clusters.
❌ Restricting locations based on 'gut feel'.

The brands scaling predictably in 2026 focus on one thing: Data Quality.
✅ Robust server-side tracking (CAPI).
✅ Feeding back actual profit data, not just revenue.
✅ Using offline conversion imports to train the AI on what a 'good' lead looks like.

Here’s the reality:
Your manual settings are a suggestion. Your data signals are an instruction.

Stop trying to outsmart the machine with toggles. Start outsmarting your competition with better data.

Targeting is dead. Tracking is the new targeting.

Phil Byrne
Founder, Positive Sparks

Ad buying has changed for good. 

If you’re still trying to out-bid your competitors manually, you’re chasing ghosts. In 2026, the platforms have won. The manual levers are mostly gone. 

You aren’t a media buyer anymore. You’re a Signal Architect. 

The platforms have the engine, but you provide the fuel. If that fuel is low-quality data and generic creative, you’ll stall out before you hit the motorway. 

The only real levers left are:
- High-quality conversion signals
- Relentless creative testing
- Tight guardrails on automation

Most brands think they can just hit 'Automate' and walk away. That’s how you erode your margins. You have to define the rules, protect the profit, and let the algorithm do the heavy lifting within those boundaries. 

Your assets are the only thing separating you from every other brand using the same machine learning. 

Stop clicking buttons. Start architecting signals.

DM me if you want to see the framework we use to protect client margins while scaling. 

Phil Byrne
Founder

The "black box" isn't the enemy. It’s just hungry.

If you’re still tweaking manual bids by 5p or obsessing over keyword match types, you’re not an ad strategist. You’re a human calculator. And honestly? The machines are better at maths than you are.

The era of the "PPC Manager" is dead. We’re in the Era of the Signal Architect now.

The job isn't about pushing buttons anymore. It’s about building the infrastructure that feeds the algorithm. Most brands feed the machine scraps: low-quality traffic, surface-level revenue, and messy tracking. Then they wonder why the machine barks at everything.

Signal Architects feed the machine steak.

We’re talking profit data, not just revenue. 
We’re talking customer lifetime value, not just one-off sales.
We’re talking offline conversions and first-party data loops.

The goal isn't to fight the automation. It’s to steer it. You provide the strategy, the creative, and the high-quality signals. The machine provides the scale. 

If you aren't architecting your signals, you're just a passenger in someone else's black box.

Time to grab the steering wheel.

Founder,
Phil Byrne

Most e-comm owners are still obsessed with being 'Top of Page 1'. 

In 2026, that’s officially a legacy metric. 

Here’s why: Google’s AI Mode has fundamentally changed how customers find you. 

Being at the top of a search page is meaningless if the conversational AI doesn't actually recommend your brand. The AI isn't just looking for keywords anymore; it's looking for authority and intent. 

The shift is from SEO to 'Signal Architecture'. 

You need to feed the LLMs (Large Language Models) the right data to ensure you’re the recommended solution, not just a link in a list. 

If your brand doesn’t have the right signal quality, the AI will bypass you for a competitor who does: even if they’re ranked 'lower' than you. 

Stop chasing vanity rankings. Start building your Signal Architecture. 

Founder, 
Phil Byrne

Most brands are flying blind while the platform tells them they’re winning.

You see a clean 4.0 ROAS in the dashboard and think you're printing money. But then you check the bank balance. It doesn't add up.

Here’s the thing: The scary part I see is that junk signals often look fine in-platform. High ROAS, low CPA, green ticks everywhere. But only when you tie to profit or cohort data do you see the damage.

Google and Meta don't care about your net margin. They care about conversions. If you feed them low-intent signals, they’ll find more of them. The result is a dashboard that looks "clean" while your business bleeds out.

The only way to stop the rot is to tie your ads to actual profit and cohort performance. You need guardrails that tell the machine exactly what a valuable customer looks like.

Automation without control is just an expensive way to erode your margins.

Stop trusting the dashboard. Start trusting the bottom line.

Phil Byrne
Founder

Ever feel like you’re playing a game of Whack-A-Mole with your Google Ads? 

You spot a keyword or a creative that’s bleeding cash. You pause it. You move on with your life. Then, two weeks later, it’s back. Revived by the 'Auto-Unpause' ghost in the machine. 

Google calls it 'optimization.' I call it a trap. 

Here’s the thing: automation isn’t just about saving time. It’s about control. When Google’s AI decides your losers deserve a second chance, it’s often ignoring the critical 'learning signals' you’ve already gathered. You paused it for a reason. The data said it was a dud. 

By reviving these underperformers, Google hides the very signals you need to refine your strategy. It’s like a chef digging through the bin to put a burnt steak back on the grill. 

If you want predictable growth, you need to be the architect, not the passenger. 

Don’t let the black box boss us around. Audit your auto-recommendations and kill the 'Auto-Unpause' before it kills your margins. 

Keep it simple. Keep it profitable. 

Phil Byrne
Founder, Positive Sparks

If you’re still letting Meta and Amazon grade their own homework, you’re essentially handing over your wallet and hoping for change. 

Meta is hungry for retail data. They want to know exactly what’s happening inside the Amazon ecosystem so they can ‘optimise’ your ads. Sounds helpful, right?

Wrong.

Here’s the thing: The second you stop owning your customer data, you lose your only real moat. Platforms are designed to optimise for their own goals, not your profit margins. They’ll chase the easy wins that look good on a dashboard but leave your bank account looking thin.

The ‘Moat Strategy’ is simple:
• Collect your own first-party data. Every email and click is yours, not theirs.
• Set strict guardrails on automation. Don’t let the ‘AI’ run wild with your budget.
• Define the rules. If the platform can’t prove the margin, it doesn’t get the spend.

The brands that grow predictably in 2026 aren’t the ones with the biggest budgets: they’re the ones who own the signal. 

Don’t get lazy with your data ownership. Build the moat before the tide comes in.

Phil Byrne
Founder, Positive Sparks

Most e-comm founders are losing sleep over attribution. They’re looking at the wrong ghost.

In 2026, it’s not about where the click came from; it’s about what clicked. AI-driven bot fraud is the real margin killer. These aren't just spam bots anymore; they're sophisticated scripts designed to mimic human behaviour and drain your budget while you're busy arguing over 7-day click windows.

If you let Google or Meta's automation run without guardrails, they'll happily optimise for these high-intent "ghosts" because they look like conversions. Your ROAS looks great on paper, but your bank balance tells a different story. Automation without control is just a fancy way to burn cash.

We work on commission. If we send you junk traffic, we don't get paid. Simple as that. We bake traffic verification into every account to protect the signal: and our margins. Stop worrying about the "last click" and start worrying about the "fake click".

Phil Byrne
Founder, Positive Sparks

Most brands are addicted to brand search.

It makes your dashboard look incredible. A 20x ROAS? Easy. But it’s a vanity metric killing your actual growth.

If a customer searches for your brand, they’ve already decided to buy. You're effectively paying Google a tax to talk to existing fans.

The reality:
→ It cannibalises organic traffic.
→ It inflates blended ROAS, masking poor prospecting performance.

There are only two reasons to keep it:
1. Defense: If competitors bid on your name, protect your patch.
2. Real Estate: Ads + organic links build trust and push others down the grid.

Predictable growth comes from incrementality. You want new eyes, not high-fives from people who already know you.

The test:
1. Turn off brand search in one region for a week.
2. Watch total revenue (PPC + Organic).
3. If it doesn’t drop significantly, you were wasting money.

Stop paying for what you already own. Focus that budget on cold traffic and genuine growth.

Phil Byrne
Founder

Stop Paying for Your Own Name: The Brand Search Trap

Keywords are officially dead. Buried deep under the digital patio.

In Google’s new ‘AI Mode,’ the machine doesn't care what someone types into the box. It cares who they are and what they’re worth to your bottom line.

If you’re still tweaking manual bids on 'running shoes', you’re fighting a war that’s already over. It’s signals or nothing now.

This is where the ‘Moat Strategy’ comes in. 

Most brands are terrified of the ‘black box’. They think automation means losing control. But the brands winning in 2026 aren’t the ones with the best keywords: they’re the ones with the best first-party data. 

Your customer data is your moat. If you aren't feeding the AI high-quality signals (actual profit, margins, LTV), you're just letting it guess with your budget.

The trick isn't fighting the automation; it’s giving it the right boundaries. You define the rules, you protect the margins, and you feed it the only data that matters.

Keep your hand on the lever. Automation without guardrails is just a fancy way to let platforms optimise for their goals, not yours.

Simple as.

Phil Byrne
Founder, Positive Sparks

The 'Black Box' excuse is dead. If you’re still blaming the algorithm for your wasted spend, you’re just not looking hard enough.

Google and Meta love it when you 'leave it to the machine.' Why wouldn't they? Their job is to spend your budget. Your job is to make a profit. Those two goals are rarely the same.

Automation without guardrails is just a fancy way to burn cash. It’ll find the easiest conversions: often the ones you would’ve got anyway: and claim all the credit. It’s like a waiter taking a tip for a meal you cooked yourself.

Here’s the thing:
- Machines need better signals, not just more data.
- You need hard rules to stop the bleed.
- If you don’t control the 'Black Box', it’ll control your margins.

The tools for transparency are right there. You just have to use them. Stop letting the platforms grade their own homework and start defining the rules yourself.

Protect your profit. Take back control.

DM me if you're tired of guessing where your budget went.

Phil Byrne
Founder

Google and Meta have had it easy for too long. They owned the eyeballs, so they owned the budget. 

OpenAI just crashed the party. 

The shift from 'search and scroll' to 'ask and answer' is the biggest shake-up in a decade. Here’s why your e-comm brand needs to wake up:

1. Intent is King
Google guesses what you want based on a keyword. OpenAI knows what you need based on a conversation. 

2. No More Garbage Traffic
Interruptive ads are losing their sting. Being the helpful answer in a chat is the new premium digital space.

3. Contextual Commerce
We’re moving from 'buying a product' to 'solving a problem' in real-time. 

Most brands are still obsessing over CPMs on Meta while the smart money is figuring out how to be the 'Answer' in the AI age. 

If you're still relying solely on the old duopoly, you’re building your house on shifting sand. 

Adapt or get left in the history books.

Phil Byrne
Founder, Positive Sparks

Performance Max is a black box. And if you’re not careful, it’s a black hole for your budget.

Most e-com owners see a 4x ROAS and think they’re doing a grand job. But peel back the layers and you’ll usually find Google is just patting itself on the back.

The truth? It’s likely burning your cash on two things:

1. People already looking for you (Brand traffic).
2. Cold, low-intent junk on YouTube that’ll never convert.

You’re essentially paying Google a fee to show ads to people who were already walking through your front door. 

Here’s the no-nonsense fix:

-> Brand Exclusions: Switch them on. Make the algorithm work for its dinner by finding new customers.
-> Signal Feeding: Upload your first-party data. Tell Google exactly what a "good" customer looks like.
-> Margin Segmentation: Stop letting low-margin "zombie" products eat the budget for your best sellers.

PMax isn't "set and forget." It’s "set and supervise." 

Stop letting the algorithm mark its own homework.

Phil Byrne
Founder

Excited to be speaking at tomorrow’s SHIPMAX 15x5 DTC Hacks Webinar!

In just 2 focused minutes, I’ll be sharing “The Great PPC Escape” — uncovering powerful new ad opportunities beyond Google, Meta, Microsoft, and the usual suspects.

Plus, 14 other great speakers, each delivering their own high-impact insights. See you tomorrow!

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Attribution Apps

For anyone seeking some guidance within the complex world of attribution, feel free to send me a DM, or reply here, and I'll share with you the best 3rd party attribution apps we have found the most success with. 

TruC

There are a number of visitor behaviour and engagement apps out there that can help you literally watch your customers on their "journey" through your site. Feel free to DM me, or reply here,  and I'll let you know the ones we most recommend. 

1st party data tracking

Whatever you use to help you uncover your attribution going forward, you need to ensure it works off first-party data. Message me, or reply here, for our recommendations on the best first-party data tracking tools out there. 

TRoas

If you are an ecomm brand looking for more attribution insights, we are currently offering a free month's trial on our favourite ecomm tracking app. It will help you uncover the true impact of your ads. It will help you uncover the impact of all of your marketing channels and how they work together. DM me, or reply here, if you would like to give our fav app a go.

FreeAudit

If you're wondering if the way your ads are setup is the right fit for your business, why not take advantage of our free ad audit? We'll look at your campaigns and let you know where we see opportunity for growth and/or opportunity for optimisation, all at no cost to you. Feel free to DM me, or reply here, if you would like our complimentary opinion on your ad campaign performance and structure. 

Long customer journey attribution

Want to know how to approach long customer journey attribution for your business? Comment below, or DM me. We know what to do. 

taplio

The Battle

Alex Lowe

Phil Byrne

Followers

Posts

Engagements

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Performance ScorePhil Byrne's LinkedIn Performance

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taplio

The Battle

Alex Lowe

Phil Byrne

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Phil Byrne's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScorePhil Byrne's LinkedIn Performance