About Giles Metcalfe Digital

Giles Metcalfe Digital: Marketing done ethically

Giles Metcalfe, Giles Metcalfe Digital: an Ethical Freelance Digital Marketing Specialist who puts the person before the sale. Google Ads PPC Campaigns, Website SEO Audits and Reports, Keyword Research and Reports, plus training and consultancy. Helping you sell your products and services to people, in the right way. Working with clients across the UK and globally.

Giles Metcalfe, Giles Metcalfe Digital - Ethical Freelance Digital Marketing

Ethical Business & Sustainability

As an Ethical Freelance Digital Marketer I’m always working towards being more sustainable and reducing my carbon footprint. I do business “the right way” – i.e. ethically, with respect for diversity, and supporting others. Above all, I put the person before the sale.

This approach is reflected in and encouraged by the membership organisations I’m part of and the people I meet through their events.

I’m a member of Carbon Trap, the FSB and Good Business Charter.

I’m always striving to do better, so I’m keen to learn from others who are further along in their ethical / green living and sustainability journey or have a different approach to doing business.

Member of Carbon Trap


FSB Member


Good Business Charter Accredited
The Ethical Move logo in [white on black] [with values in a circle outline: Honesty, Responsibility, Trust, Transparency, Integrity, Equity]. Links to theethicalmove.org


Freelance Digital Marketing services

I work with my own clients and as a White Label Freelancer for agencies.

Now Lancashire-based (but working with clients from all over the UK), I’m a self-employed Freelance Digital Marketing specialist with a proven track record of delivering increased website traffic, brand awareness, social media engagement and ROI/ROAS (that’s Return On Investment and Return On Ad Spend if you were wondering) through digital marketing strategy and activities. Basically, I help you to sell your products and services to people, via various digital marketing channels.

A proven track record of good ROI and ROAS

One of my clients saw a 600% return on investment in terms of new work gained versus their outlay for the social media work I do for them.

Another has seen a massive increase in their website traffic and orders off the back of the PPC Campaign I run for them, year after year, allowing them to invest in new machinery and additional staff to grow the business and expand their product offering.

An ecommerce business is currently getting 11,000% ROAS on their Brand Campaign with Google Ads as a result of the PPC Campaigns I set up and manage for them, month on month.

Whilst I can’t promise the same results for you, as there’s no guarantee of performance and high return, give it a try and see what happens. If it works then do more of it.

See my LinkedIn Profile for more details and to read what other people have said about me in my recommendations.

How much do you need to spend on marketing?

Not got thousands of £s to spend? That’s OK. Get some Keyword Research and Reports. Try a PPC Campaign with an effective daily budget (it could be as little as £5 per day). Get a Website SEO Review with Digital Marketing Strategy Consultancy built in, or ask me to manage your social media for you from as little as one hour per week.

How much do I cost?

My Hourly, Half Day and Day Rates are reasonable because I have low overheads. My rates are higher than some, but I will give you great service and try hard for good ROI/ROAS. I don’t tie anybody into a contract. All I ask is that you pay me promptly for the work I do. Contact me to discuss your requirements and what my rates are.

My digital marketing specialities

My digital marketing specialities include:

  • Google Ads PPC (Google Ads Search Certified)
  • Google My Business listing optimisation
  • SEO Audits (Search Engine Optimisation- On-page & Technical)
  • Social Media Account Management
  • Digital Marketing Strategy Consultancy & Training

Please contact me for more details about the digital marketing services on offer and to discuss your requirements.

More about Giles Metcalfe Digital – the background to starting my freelance business

Motivation to go freelance

Giles Metcalfe Digital started in 2014.

I decided to strike out on my own as a self-employed digital marketing freelancer with Giles Metcalfe Digital after gaining 20 years’ marketing and digital marketing experience.

My skills were honed working in marketing departments, specialist business units and full service design and marketing agencies. That was from 1994 until 2014.

I worked in different industries and sectors, including:

  • Agency side
  • Client side
  • Not for Profit (charities)
  • Private sector (corporate, B2B & B2C, Construction, Publishing, Design & Marketing, Information Technology)
  • Public sector (Education, Health and Social Care, Social Housing, and Blue Light)

Then, life’s twists and turns saw me burnt out and parting company with my last full-time employer by mutual consent.

At this point, I’d been working a 60-hour week: 8-to-6 in the office, no lunch break, with a commute there and back, as well as additional time in the evenings too. This was unsustainable. So, we went our separate ways.

You can read about these experiences in Helen Hill’s book, Falling Off The Ladder.

Getting established as a Freelancer

I actually tried for another full-time role subsequently, this time with an agency in Huddersfield. After going for an interview, they offered me the chance to work with them on a freelance self-employed basis. The Agency then gave me enough work to keep me in business for the first year and beyond, as well as referring my services to their contacts.

I’m massively thankful to them for giving me that start in business and seeing me through the difficult first year. As with relationships, if you can get through your first year in business that’s half the battle.

What do I love most about being a Freelance Digital Marketer?

Seeing the businesses I work with get new leads, sales and clients from the campaigns I’ve done with them is great – it’s really satisfying and shows that I’m doing my job well. My business is built on the success of the businesses I work with. I’m successful if they are, and seeing them grow and prosper really is a source of pride.

Being my own boss and stepping away from the traditional 9-to-5 rat race has been really good for me in terms of my mental health/health and well-being. I certainly don’t miss working in large, noisy open plan offices where the air conditioning means that you shiver in summer and boil in winter! I like being able to control my own workspace and comfort, and I listen to BBC 6Music when I’m working.

Even before the pandemic, I enjoyed working from home in my own environment, albeit spending a couple of days a week in a co-working space to give me in-person contact with other people, which is important.

Read more about me here – my ‘Ten Minutes With’ interview with Tamsin Parker from Legs PR.

Being independent and being in charge of my own time is great. I still have to respond to client calls and emails, but I work when I want to and I’m not afraid to take time off when I need to.

Running a small business versus being a Freelancer

I started out with the idea that I was a ‘freelancer’, but then I had to acknowledge and accept that I was actually running a small business, with all that being a self-employed micro business owner entails.

I’m striving to find a balance between being busy and being comfortable, as well as working smarter rather than working harder. Keeping on top of all of the admin tasks inherent in running a small business, as well as networking, takes up a lot of time. But, those tasks need doing and networking is well worth the time and effort.

My business network and support network

Having a business network and a support network around you is absolutely crucial. Your business network will refer you and your services to other people, so new work comes to you, meaning that you don’t have to go looking for it. My support network was there for me when I was struggling or needed help and advice. We all experience down times and setbacks, and, as the saying goes, no man – nor woman – is an island. I’ve got some great people around me, including people who pass on referrals, my associates, business mentors and a great accountant.