About
Kieran Hadfield
Google Ads specialist for UK D2C e-commerce brands.
I run Kiezo Growth.
Before Kiezo Growth, I was Search Marketing Manager at Loaf - the UK premium furniture brand - running all paid and organic search with a seven-figure annual budget. Every challenge I write about on this site: high-AOV sensitivity, long consideration cycles, feed complexity at scale - is one I navigated first-hand, not in theory.
That role is also where the margin-first approach was forged. When you're managing spend at that scale, optimising for ROAS without anchoring to contribution margin is a fast way to destroy profit. The disconnect between a green dashboard and a flat P&L is exactly the problem Kiezo was built to fix.
Previously
Search Marketing Manager, Loaf
Specialism
Google Shopping & Feed Optimisation
Focus
UK D2C - Fashion, Furniture, Supplements, Beauty
Fee structure
Flat fee. No spend-based fees. Ever.
Google certifications teach you how to spend more in Google Ads, not how to scale a business profitably. Every recommendation I make is anchored to your P&L, cash-flow and new customer ambitions - not Google's revenue targets. That's why you won't see the Google certificates or Premier Partner badges plastered everywhere.
The Google Ads KPIs That Actually Matter
ROAS isn't a business metric — it's a platform metric. Which numbers should actually be driving your account decisions, and how to set targets anchored to your real margins.
Why New Customer Acquisition Is Stalling
When NCAC is rising and verified new customer volume isn't growing, the problem is usually structural. Here's how to diagnose where acquisition is breaking down.
How To Calculate Your Breakeven ROAS
Before you can set a tROAS target that means anything, you need to know the floor. How to calculate breakeven ROAS from your contribution margin — and why most targets are guesswork.
Is Your Prospecting Budget Being Spent On Retargeting?
One of the most common reasons NCAC creeps up without explanation. How Google recycles existing customers through prospecting campaigns, and what to do about it.