Achievements
What do I do?
1
Performance Growth Strategy
Turn media spend into measurable revenue growth. I align paid media, forecasting and commercial targets so your investment decisions are driven by profit, not platform dashboards — with clear roadmaps built around ROI and scalable margin efficiency.
2
AI & Automation Systems
Cut manual optimisation. Increase signal quality. I design AI-enabled workflows across bidding, creative testing and reporting — turning automation into a competitive advantage instead of a black box that drains budget without clarity.
3
Paid Media Transformation
Fix inefficient structures and unlock scalable growth. I rebuild Google, Meta and programmatic ecosystems to improve signal strength, creative velocity and performance efficiency — built for modern automation, not legacy account setups.
4
Advanced Measurement & Incrementality
Stop guessing what’s driving growth. I implement robust measurement frameworks across GA4, MMM and experimentation so leadership can make confident investment decisions backed by transparent, commercially relevant performance data.
5
Experimentation & CRO
Growth comes from testing, not tweaks. I build structured experimentation programmes that optimise funnels, creative and audiences — increasing conversion efficiency while creating repeatable performance learning loops.
6
Operating Model & Leadership
Scale performance beyond campaigns. I design governance frameworks, playbooks and team structures that enable consistent delivery across markets — embedding capability so performance becomes a system, not a dependency.
Case Studies
Real results. Measurable impact.
Commerce
Fast Fashion retailer saw an 8% increase in incremental store visitation through incrementality testing framework.
Aviation
23% Reduction in CPC and 50% increase in Revenue. Reduced the competition between owned brands.
Storage
150% Increase in the amount of leads and overall reduction in CPA through GEO controlled campaigns and advanced bidding.
Finance
Developed advanced data segmentation to allow the team to identify who their customers are and profile them into buckets.
Education
Increased closed leads by 220% through advanced lead scoring, prioritising higher quality potential customers with higher returns.
Real Estate
Cross platform optimisation and sycned messaging to drive incremental lead growth by 80% for new property developments.
How I work
Many people have different ways of working, but this is how I tackle a problem.
Diagnose
Audit structure, tracking, taxonomy and creative.
Build
Fix foundations and set testing roadmap.
Scale
Optimise budgets, automation and creative velocity.
Embed
Create systems and internal capability.
Why George Mortimer?
Google Partners All Star of the Year
I’m a Global Digital Director with 18+ years experience across agency and enterprise clients. I specialise in building scalable performance systems that work across multiple markets and teams. Spanning Digital, Martech, AI and internal capabilities assessments.
Want a second opinion on your paid media performance?
30 min