Digital Marketing that’s ethical but with a no bullshit approach to ROI

Helping you sell your products and services to people, ethically

Digital marketing helps you sell your products and services to people, but it has a bad rep.

I’m different. My ethical approach to digital marketing puts the person before the sale, and people and the planet before profit. I practice those principles myself, and I only want to work with individuals and businesses who do the same. However, I still have a bullish (and no bullshit) approach to ROI and ROAS*.

*ROI and ROAS means Return On Investment and Return On Ad Spend, in case you were wondering.

Some people say “How can it be ethical [and sustainable] to flog people a bunch of stuff they don’t need?”

Marketing is essential to finding clients, and to a business surviving. We all have to do it. The question isn’t whether or not you do it, it’s how.

I have worked with Giles on a number of occasions. It has always been a pleasure. He is honest, straightforward and hardworking giving excellent service to his clients. And what’s more he gets results. Sales go up and so do profits. I highly recommend a call to him if you want digital marketing that gives an excellent return on investment.

Sean Farrell, Business Consultant, Strategic Business Actions Ltd

Raising awareness of and reducing carbon emissions, one website at a time

Understand, measure and reduce your website’s Carbon Footprint and the environmental impact of your business or organisation. As part of a wider Net Zero strategy or carbon reduction policy, to gain accreditation, become a supplier, or to simply improve the eco credentials and reputation of your business.

I’d HIGHLY recommend getting in touch with Giles and finding out more about his website carbon audit. It will really open your eyes to the impact your website is having on the environment and then Giles will explain exactly what you can do to make your website leaner and greener.

Alison Petty, Mindset Coach

Many thanks Giles, for your time and insight into helping us work towards a more sustainable digital footprint for the Good Business Charter The first step on our journey!

The Good Business Charter


Federation of Small Businesses (FSB) logo

Good Business Charter (GBC) Accredited

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Member of Carbon Trap

Digital Marketing Services

Digital Marketing services that help you sell your products and services include:

Google Ads PPC

If someone you knew said “give me a £1 coin and I’ll swap it for a fiver, a tenner, or even a £20 or a few £50 notes” what would you think?

Whatever your first thoughts are in that scenario, that is essentially how Google Ads PPC works.

Whilst there’s no iron clad guarantee of getting a return on your investment (ROI) with a Google Ads PPC Campaign, and be especially wary of anyone who promises you the moon on a stick, it can give you great Return On Ad Spend (ROAS) – e.g. money back in sales revenue for every pound spent on Ad Clicks.

So, if you’ve got a bit of money to spend and you’re willing to take a risk on it, try a Google Ads PPC Campaign to drive traffic to your website and increase your product sales and service offering take-up.

Remember your budget has to cover Ad Spend payable directly to Google, as well as my PPC Campaign Setup and Management Fees too.

Search Certified Google Ads Account Manager

As a Search Certified Google Ads Account Manager, I will set up and run your Google Ads PPC Campaigns for you when you need effective, responsive and communicative Account Management.

Already have an active PPC Campaign but it isn’t working well? Don’t worry, because I will work with you and optimise it and improve your ROI/ROAS via an Existing Google Ads PPC Campaign Audit session where I go through everything with you.

NB. I DO NOT offer Google Ads Shopping Campaigns as a service.

PPC Packages from £250 per month*
An Existing Google Ads PPC Campaign Audit is £99

*Again, your budget has to cover Ad Spend payable directly to Google, as well as my PPC Campaign Setup and Management Fees at £250 per month.

I had the pleasure of working with Giles on setting up my Google Ads campaigns, and I must say that his knowledge and guidance were instrumental in achieving remarkable results. Giles demonstrated a deep understanding of the platform and its nuances, which saw a four-fold return on our initial investment.

Michael Craddock, Marketing Manager

Website SEO

Got a website already but visitor numbers are low? Or, visitor numbers are OK but enquiries, leads and sales are low? An SEO Audit of your website identifies problem areas and where improvements can be made. My report covers both On-page SEO and Technical SEO, and includes action points. As a result of fixing those action points, your Google Search Ranking will improve and your website traffic will increase. You will potentially get more Leads and Sales too.

An SEO Audit costs from £275

See Calendly – Giles Metcalfe for bookable events.

Standalone Keyword Research & Reporting

Keywords and search terms indicate searcher intent to buy a product or service. Using various online tools to discover words and phrases that are being searched for on Google and that are related to the products and services on your website, the research identifies candidates for inclusion to boost your on-page SEO. Keyword Research is also useful as an exercise done before you start a PPC Campaign. Search Volume, CPC, SERP Features and other metrics are also included in the Report. Be visible for a wider range of keywords and search terms, increase your traffic and, in addition, achieve better rankings and higher PPC Quality Scores.

Standalone Keyword & Search Term Research costs from £275

See Calendly – Giles Metcalfe for bookable events.

LinkedIn Management

LinkedIn is a cost-effective way of raising your personal profile and brand awareness, driving traffic to your website, as well as generating leads. Too busy to do LinkedIn yourself? I’ll manage your LinkedIn Posts for you. KPIs to measure success include increasing Connection and Follower numbers, as well as upping Engagement and number of Leads too.

LinkedIn Management Packages from £100

See Calendly – Giles Metcalfe for bookable events.

Giles is excellent. He always seeks fresh and engaging content for my Linkedin profile when I don’t have the time to write or record content. Giles has helped me engage with many people and open up opportunities through very relevant thought-provoking posts.

Richard Gilmartin, Lecturer and Creative Coach

Digital Marketing Consultancy & Training

Do you need help and support with digital marketing strategy or training on specific marketing channels and tasks? For instance, how to increase Enquires and Sales? Yes? Then get Digital Marketing Consultancy and advice by booking a Power Hour with me. However, if an hour isn’t long enough, book a 2 Hour 30 Minute, Half Day or Full Day session instead.

A Power Hour is £99
An existing Google Ads PPC Campaign Audit is £99
2-Hour Consultancy Session is £250
Half Day is £275
Full day is £550

See Calendly – Giles Metcalfe for bookable events.

Not only does Giles excel at digital marketing and getting you where you want to be but he is also extremely good at training you to be able to do it yourself. He is incredibly diligent at getting it right and making sure you understand the tools being used.

Neil Woodley, Sales Manager, Randtronics

Web Content Creation

Better web content gets your message across more effectively, also boosting your SEO too. Also, it improves the quality score for your PPC Campaign. When you need a blog or web content writing, I deliver well-crafted and keyword-rich copy.


See Calendly – Giles Metcalfe for bookable events.

Google Business Profile

If your Google Business Profile (GBP) listing doesn’t appear in the Top 3 Map Results on Google then you’re missing out on traffic, footfall and potential customers. You’ll improve your Google Business local search rankings by working with me and optimising your listing, and also by me telling you how to get more positive Reviews. As a result, you’re more visible in local Google Business search results. That boosts the find-ability of your business. Consequently, you get more phone calls and enquiries, footfall and sales.

GBP Optimisation from £99

See Calendly – Giles Metcalfe for bookable events.

Giles has been instrumental in raising the profile of my own business in the local area [through Google Business Profile and LinkedIn], which of course has lead to increased activity and a 600% Return on Investment. For sure I hold no hesitation in recommending Giles to look after your Social Media [LinkedIn].

Jed Eatough, Director of Growth 4 Businesses Ltd Group

Helping you reduce carbon

Get a Website Sustainability Audit

Question. Do you know how much CO2 your website produces? You should, because clients, customers and consumers care about your sustainability credentials, including your carbon footprint.

Even the smallest businesses produce carbon emissions. Through their premises, the vehicles they use, their supply chain, and even their website.

Every time your website is visited, carbon is generated as a result of the electricity used to load, send and view a web page. Complex and bloated websites need more electricity to load, hence a bigger climate impact. The average website produces 6.8 grams of CO2 per page view. That’s more than six times the recommended benchmark of 1g of CO2 or less per page view. Therefore, a website with 10,000 page views per month would produce 816kg of CO2 per year. That’s a significant amount.

So, what can you do to understand, measure and reduce it to lessen your website’s climate impact? Making your website leaner, cleaner and greener isn’t difficult to do. It just takes some time and effort.

Start by getting a guided audit of your website and learn how yours rates against others, understand and measure it’s carbon footprint, and discover the specific areas for improvement (with key action points).

Website Carbon Footprint Audit (per session) – £99 (£75 for Registered Charities and CICs)

See Calendly – Giles Metcalfe for bookable events.

If you would like to reduce the negative impact of your website, I recommend you speak to Giles Metcalfe who is an expert on this stuff and can offer you a website sustainability audit so you can clean up your act. Go on! What have you got to do that’s more important than this?

Zena Barrick, website design for small business

Freelance White Label Services for Agencies

Got a client with specific digital marketing requirements that you can’t service in-house? If so, outsource the work to a specialist Freelancer like me. I work with agencies on a ‘White Label’ basis. I do the specialised work and charge you my rate, however you still keep and manage the client and charge them your agency fees.


See Calendly – Giles Metcalfe for bookable events.

The Ethical Move Pledge

I’ve taken the Ethical Move Pledge, and I am committed to the following promises:

As an Ethical Marketer, I put the person before the sale.

I respect you and your privacy. Accordingly, I will help you make the best choice for your needs, not mine.

As an individual, I will communicate inclusively, truthfully, and clearly.

Basically, I won’t confuse you or hide information from you. I will help all audiences feel welcome.

As a Freelancer, I take responsibility for my part in changing the marketplace.

I recognise the need to break the cycle of consumerism. In addition to taking a stand on which platforms I use, I will continuously review my sales and marketing techniques and best practice to ensure they benefit the common good.

So, I’m asking you to hold me accountable. Reach out to me, especially if you see me not honouring my pledge.

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The Good Business Charter

I’m an accredited member of the Good Business Charter (GBC), another example of my commitment to ethical marketing and good business practices. I’m also proud to be an official Ambassador for the GBC.

If you’re looking for a freelancer and would like to work with somebody who shares your values then I thoroughly recommend Giles.

Sam Agnew, Everyday People and the Good Business Charter

Reducing atmospheric carbon & supporting bio-diversity

As a Champion Trapper, and Proud Member of Carbon Trap, I’m fully committed to reducing atmospheric carbon, also helping to attract and protect bio-diversity wildlife species through wildflower planting initiatives.

Member of Carbon Trap

And, as a TwoWilder subscriber through TreeWilder, I’m saving up to 10 tonnes of CO2 per year and helping to restore wild forests and peatland habitats, protect existing tropical forest habitats, support reduction of greenhouse gas emissions and invest in impactful renewable energy projects.

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