About Peter
The most experienced paid search account manager you'll meet.
Twenty-five years of paid search expertise
Remember the dot-com boom? The Y2K software bug? A time before Google? Well that was when I first started working in digital marketing and paid search. I've been at this a long time, and in an industry that moves as fast as digital advertising, that experience matters.
I started my career in the late nineties, when online advertising was in its infancy. I've watched the industry evolve from simple banner ads to the sophisticated, AI-driven auction ecosystem that Google Ads has become today. Every major shift — keyword match types, quality scores, automated bidding, Performance Max — I've lived through it and adapted.
I set up Rok Systems because I wanted to offer businesses something that most agencies can't: genuine expertise combined with genuine personal service. Not a team of account managers who know the tools but don't know your business. Just me — someone who's been doing this long enough to have seen every mistake, every success, and everything in between.
I'm a Google Partner and a Microsoft Advertising Certified Professional. But credentials only mean so much. What matters more is results — and I've been delivering those for clients of all shapes and sizes for over two decades.
When you work with Rok Systems, you get direct access to me. Not my assistant. Not a junior account manager. Me. I'll manage your campaigns, I'll give you my honest opinion, and I'll tell you when something isn't working rather than hoping you don't notice.
Your campaigns. My business.
I treat every client's budget as if it were my own money. That's not a line — it's how I've always worked. Here's what that actually means in practice:
- I justify every penny. I don't run campaigns because the platform recommends them. I run campaigns because there's a business case for them. Every budget decision gets scrutinised against real outcomes.
- I pursue maximum value. I'm always looking for the marginal improvement — the keyword that can be bid down, the ad that can be tested, the audience that's being missed. Complacency isn't in my vocabulary.
- I'm constantly worrying about your account. Not in an unhealthy way — but in the sense that I don't switch off. I'm monitoring performance, watching for anomalies, and thinking about what can be done better. Your account is never just ticking along.
This philosophy is why my client relationships tend to be long-term. When someone trusts you with their marketing budget and you treat it with respect, they stay. And when the results speak for themselves, there's no reason to go anywhere else.
If you want to find out whether we're a good fit, the quickest way is a phone call. I don't do lengthy sales processes or proposal decks. Just a conversation about your business, your goals, and whether I can help.
Give me a callWhat clients say
“I ran my own Google Ads campaigns for 13 years and considered myself to be somewhat of an expert. I have also spent over £300,000 of my own money on Google Ads over the years. I occasionally tried using agencies in the past but was never satisfied. I usually knew more than they did. I started using Peter last year and have been delighted. He really knows what he is doing.”
Jeff Seymour
Owner, OTC Ltd
“Peter has supported SevenYays since launch in 2021 and has added a great deal of value. He's extremely knowledgeable in the strategic and technical aspects of PPC, but also has significant real world experience of consumer, product and brand. The two together make for a really effective and commercially pragmatic business partner.”
Andrew Staal
Founder, SevenYays — former International Director at Quorn & Patak's
“Baker Ross paid search revenues and profit contribution are up 103% and 323% respectively in the first year. For Yellow Moon, the increases are a still respectable 33% and 19%. Following some disappointing experiences with search agencies we were introduced to Peter — he has performed very well.”
Paul Giuffredi ACA, CFO
Finance Director, Baker Ross / Yellow Moon
“A great partner to work with on all paid advertising channels. Vast experience, knowledge and commercial wisdom. Have worked with Peter over the last 3 years and can't recommend highly enough. Great integrity and work ethic.”
Jean Grant
Senior Manager, Find Me A Gift
“Peter is truly an expert in his field and we have used him constantly on our Google Ads campaigns with fabulous results. In fact just don't hire him at all as that will mean he has less time for me!”
Michael Robinson
Owner, Clear Prospects Ltd
“We have been fortunate enough to have had Peter managing our Paid Search for 3 years and always to great success. With Peter we finally found the perfect combination of straight talk and consistently great results Baker Ross had long been looking for.”
Sergi Vila
Google Ads Specialist & Co-Founder, AdSuccess