Dan Lezcano

I'm Head of Paid Media at 21 Degrees. I've worked in digital for more than 15 years, all of it agency-side. I started out writing SEO content for a Leeds digital agency, then moved over to advertising. Paid advertising hooked me because it mixes three things. There's the data side, the business side (matching marketing goals to business goals) and the creative side, where I get to work with some properly creative people.

I led the paid search team at Infoserve, a Leeds agency and Microsoft Advertising Elite Partner. Microsoft Advertising published one of our campaigns as a case study. For hostel provider LHA London, we used the Microsoft Audience Network to lift conversion rate by 50% and cut cost per acquisition by 52%. My team's work was also central to Infoserve reaching the finals of the Microsoft Advertising Partner Awards in 2021.

Good PPC starts with strategy. Jump straight into settings and tweaks and it's easy to get lost in the account. Platform best practice matters too, but once an account reaches a certain level, the next gains usually sit outside it. Most ad platforms now want video assets, and video is often the first thing missing. Content and positioning count too. And the machine learning behind every platform is only as good as the data it's fed, so I spend proper time on data quality.

If I could tell every business owner one thing, it's that results aren't always immediate. In some cases Google Ads brings results fast. But plenty of advertising earns its value over the mid to long term, so agree up front what counts as a result and how you'll measure it. I joined 21 Degrees for the team. The skill level here is incredible, and because we're full service we can fix the creative and data problems that hold paid campaigns back. I'm here to back that team up with a data-driven view and a broader mix of ad channels for our clients.