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

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

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

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

Google’s stopped being a search engine and started being a checkout counter.

It used to be simple: someone searches, they find you, they click, you get the data. Now? We’re heading into the era of ‘Agentic Commerce’. Google isn’t just showing your ad; it’s trying to finish the transaction without the customer ever touching your site.

The convenience is great for them. For you? It’s a margin killer if you aren’t careful.

When the platform becomes the shop, you lose the handshake. You lose the email, the pixel data, and the direct relationship. You’re just a line item on an AI’s shopping list.

Here’s the thing:
- Own your signals. If you’re relying solely on platform data, you’re flying blind.
- Set strict guardrails. Automation is a tool, not a strategy. Without rules, Google will optimise for its own profit, not yours.
- Build a brand, not just a listing. If the AI doesn’t recognize your value, it’ll always pick the cheapest option.

Don’t let your business become just another transaction in Google’s pocket. Protect your data, protect your margins.

Proper systems win. Always.

- Phil
Founder, Positive Sparks

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. 

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Most brands think a 13% revenue bump is a win. Usually, it’s just a shortcut to a margin graveyard.

Here is what’s actually happening inside your AI-driven campaigns.

The platform sees a customer who has bought from you four times. They’re sitting on your site with a full basket. The AI "optimises" by showing them a retargeting ad two seconds before they hit 'checkout'.

The result?
- You get a "conversion" in the dashboard.
- The algorithm claims a 13% lift in attributed revenue.
- You pay a hefty commission for a sale you already owned.

This isn't growth. It’s a convenience fee that erodes your profit.

If you don't set hard guardrails, automation will always prioritise its own targets over your bank balance. It’s lazy marketing that looks great in a slide deck but kills your scale.

The fix:
-> Strict brand exclusions.
-> Cold-only audience silos.
-> Automated rules to kill high-CPA/low-margin spikes.

Stop letting the machines mark their own homework. Protect your margins first, then scale the volume.

Phil Byrne
Founder, Positive Sparks

Grant Race Consulting Ltd

Driving Growth for CPG Brands: Fractional Marketing Director & Product Development Strategist

Seeking to elevate your brand's marketing, product development, and digital impact? With over 25 years of global brand experience, I bridge the gap between your brand’s current state and where you want it to go.

What I Offer: I deliver actionable, growth-focused strategies that drive results, including:

- Tailored Marketing Strategies: Data-driven approaches that engage target audiences
- Product Development Insights: Innovation that aligns products with market needs
- Brand Repositioning: Strategic brand refreshes for greater market value
- Executional Support: Hands-on implementation to boost revenue and profits

Core Expertise:

- Strategic Marketing & Brand Development: Creating and executing plans that strengthen brand positioning
- Product Innovation: From trend forecasting to ideation, ensuring consumer relevance
- Digital Transformation: E-commerce and UX optimisation for impactful online experiences
- Consumer Insights & Market Research: Translating data into actionable strategies
- Retail Partnership Management: Building strong retail relationships and adapting to market changes

Get senior-level expertise without the commitment of a full-time hire. Flexible support—whether part-time or project-based—caters to your brand’s specific needs.

My Approach:

- Results-Driven & Collaborative: Focused on practical, commercial outcomes
- Clear Strategies: Actionable and easy to implement
- Global Market Knowledge: In-depth experience across English-speaking markets
- Specialised Experience: End-to-end product development support, guiding concepts from inception through to go-to-market and sales launch support.

How I Can Help:

- Offer high-level marketing expertise to meet business goals
- Manage urgent projects requiring immediate leadership
- Bring fresh perspectives on strategy and execution

Your brand has the potential to excel. Let’s unlock it together!

Fractional Marketing Director & Founder

Equals Five

Serve as a Fractional Marketing Director for Equals Five, a consultancy serving B2B and B2C SMEs. Developing and implemented strategic marketing and sales plans aligned to business strategy.

Portfolio Marketing Director 

DKB Household UK Ltd

Executive at DKB Household, a Swiss owned premium housewares company. 

I led and developed cross-functional team of 20 shaping global marketing & product development strategies across a breath of well-known housewares brands, including Cole & Mason, Zyliss, Ken Hom, & Jamie Oliver. 

Developed successful D2C strategy and plan for core brands. 

Full P&L responsibility for digital sales including Amazon, and product development launch GTM plans worldwide.

Global Marketing & NPD Director

Led global brand and product strategies for DKB manual appliance brands, overseeing on-time market launches and managing cross-functional team for new product development. Developed and executed global launch strategies for new products and marketing plans.

Marketing Director

Full responsibility for defining global brand and product strategy for DKB Manual Appliances Food Preparation brands :-  Jamie Oliver and Ken Hom brands 

Established new Jamie Oliver licensed product range, defined and developed full product assortment and executed successful global GTM strategies, established the range assortment in over 20 territories worldwide.

Director of Marketing - Jamie Oliver & Ken Hom Brands

William Levene Ltd

Highlight - launch of multi-million unit selling Jamie Oliver Flavour Shaker with integrated marketing communications campaign led by national TV advertising.  This was followed by similarly successful campaigns using the same marketing mix for the Culinare One-Touch range of products.

Marketing Manager

Kenwood Limited

Trade Marketing Manager  UK and ROI

Product Manager

Rubicon Exotic

Brand Manager

As a Fractional Marketing Director and Product Development Strategist, I bring over 20 years of global marketing expertise across EMEA and US markets, helping consumer goods brands unlock potential and achieve tangible results. I bridge the gap between where your brand is today and where it aspires to be. Whether you’re elevating marketing, enhancing product development, or optimising your digital presence, I provide tailored, results-driven strategies to help you thrive in a competitive landscape.
What I Offer:
•Marketing strategies that connect with your target audience.
•Brand repositioning and product insights aligned with market needs.
•Digital transformation expertise, including e-commerce and omnichannel strategies.
•Implementation support to boost turnover and profit margins.
My Superpowers:
•Strategic Growth & Brand Development: Repositioned and scaled consumer brands like large & small, achieving double-digit growth.
•Omnichannel Leadership: Delivered seamless customer experiences, driving sales growth & customer loyalty.
•Product Innovation: Led new product launches and go-to-market strategies, securing market leadership & profitability.
•E-commerce Excellence: Created D2C channels, optimised Amazon strategies & scaled digital marketing, delivering substantial sales increases.
•Agility & Problem-Solving: Adapt quickly to diverse industries, ensuring fast impact without the overhead of a full-time hire.
Specialised Services:
•Innovation and Product Development: From trend forecasting to market launch, I help create innovative, consumer-centric products.
•Consumer Insight and Market Research: Identify trends, conduct market analysis, and translate insights into actionable strategies.
•Digital Transformation: Develop e-commerce strategies  and craft tailored digital marketing campaigns.
•Retail Relationship Management: Build and maintain retail partnerships while navigating evolving landscapes.
•Social Media Marketing: Create engaging social strategies and impactful influencer partnerships.
Why Choose a Fractional Marketing Director?
I offer senior-level expertise on a flexible, cost-effective basis—ideal for SMEs and scale-ups seeking strategic leadership without the expense of a full-time CMO. Backed by a network of vetted specialists, I deliver tailored solutions that drive measurable growth.
My Approach:
• Commercially focused and collaborative.
• Jargon-free, actionable strategies.
• Deep understanding of global markets.
• Pragmatic, results-oriented.

Your brand deserves to thrive. Let’s unlock its potential together!

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Phil Byrne

Grant Race

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