Performance Marketing Consultant
Benji Hugh is an independent performance marketing consultant based in Sydney and the founder of eighteen yards. Work with eighteen yards and Benji is the person in your ad accounts.
Who is Benji Hugh?
Benji started out as an SEO & Content intern at Webprofits. From there he helped drive subscriber growth for Kayo Sports and BINGE at Foxtel, before leading as Head of Performance Marketing at Windsorborn.
He started eighteen yards to give businesses senior attention on their accounts without the agency friction.
Benji works with clients across strategy, media buying and creative, running campaigns on Google, Meta, TikTok, LinkedIn, Snapchat and Reddit. He is also a sports tragic. Ask him about the Wests Tigers, Chelsea, the Celtics or Sydney FC. Connect with him on LinkedIn.
Call Benji now
How it works
An open conversation
A 15 minute chat about where your business is at and where you want it to go. If Benji doesn't think he can help, he'll say so on the call.
The audit
Benji goes through your accounts, your site and your numbers to see what's actually working and what isn't.
The plan
You get a clear plan built around your goal. If you're happy with it, Benji gets straight to work.
Who Benji works with
Nine years of client work has covered finance, travel, sport, e-commerce, health, property and the trades, plus white label work for agencies that need senior hands without making a senior hire. The common thread is an Australian business spending real money on ads without a senior person owning the results.
What does a performance marketing consultant do?
A performance marketing consultant plans, runs and measures the advertising that's meant to make you money, and is directly accountable for whether it does. Day to day, that means:
- Setting the strategy and budget across channels
- Building and managing the campaigns on platforms like Google Ads and Meta Ads
- Making sure your tracking and measurement are telling the truth
- Finding where spend is being wasted and moving it to what works
At eighteen yards, that work sits with Benji. He sets the strategy, builds the campaigns and reports on them himself, so nothing gets lost between the person you talk to and the person doing the work.
Consultant vs agency vs in-house: which do you need?
Consultant
- Who does the work
- The senior person you spoke to
- Cost shape
- Scales with scope
- Makes sense when
- You want senior attention without agency overhead
Agency
- Who does the work
- Often a junior team behind a senior salesperson
- Cost shape
- Retainer, often plus a % of ad spend
- Makes sense when
- You need many hands across many channels
In-house hire
- Who does the work
- Your employee
- Cost shape
- Salary, super and tools
- Makes sense when
- Marketing is a full-time, year-round job
Benji has sat on all three sides of that table, from agency roles to leading an in-house team. Sometimes an agency or a full-time hire genuinely is the right answer, and if that's true for your business, he'll tell you so.
How much does a performance marketing consultant cost?
There's no single honest number. What you'll pay mostly depends on how many channels you're running, the size of your ad spend, whether you want strategy only or hands-on management, and whether it's a one-off project or ongoing.
eighteen yards scopes engagements around the goal, not a percentage of your media spend, which is one reason a consultant usually costs less than an agency retainer for the same level of senior attention. Tell Benji what you're working with and you'll get a straight answer on the first call.
Common questions
Do you only work with Sydney businesses?
Benji is based in Sydney and works remotely with clients across Australia. Benji has clients based all around the country and is happy to balance meeting in-person and working remotely.
Which advertising platforms do you manage?
Google Ads, Meta Ads, TikTok Ads, LinkedIn Ads, Snapchat Ads and Reddit Ads. Our strategies always consider which channels are right for your business based on intent and cost, which depends on your market and margins.
Can you work alongside my existing agency or team?
Yes. Some clients want a second opinion on their agency, some need senior support behind an in-house marketer, and some agencies bring Benji in as white label senior hands. Benji is flexible in how his time is structured. Some clients want set days and times, others are happy to agree to a certain number of hours per month.
Do you do SEO as well as paid media?
Yes. Benji started his career in SEO and content marketing before moving into paid, and he can run SEO and GEO (generative engine optimisation) alongside paid media so the channels work together instead of competing.
How do I get started?
With a 15 minute chat about where your business is at and where you want it to go. If Benji doesn't think he can add value, he'll tell you on the call.
Let’s build your growth engine
Tell Benji where your business is trying to get to. He’ll give you his read on the shortest path. If he’s not the right person to get you there, he’ll tell you that too.
Prefer to talk? Call Benji now