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Performance · Media · Technology

The growth partner for brands that play to win the category.

Google, Meta, Microsoft and TikTok partners. Full TikTok studio. Eye-tracking and AI-search tech. One team. One number. Two moves ahead.

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The receipts

Numbers that move
the P&L.

GAMEPLAN. is a UK-based performance, media and technology agency in London. Every engagement is underwritten by a commercial number. Revenue. CAC. Contribution margin. Reported weekly.

£0+
Media managed across Google, Microsoft, Meta, TikTok and CTV
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Average blended ROAS lift in the first 90 days
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Years combined. Fortune 100 boards. D2C unicorns. Category leaders
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Client retention past year one. We stay because we ship

Trusted by ambitious brands · platforms we build on

Certified partners

Google Partner
Microsoft Advertising Partner
TikTok Marketing Partner
Meta Business Partner
Claude Certified
The studio

Creative that earns its keep.

Every frame pressure-tested against one metric: incremental revenue.

01 / 07
Why us

The edges most agencies don't have.

Four specialisms the UK market is short on. All under one roof. All run by the founders.

01
Microsoft Ads specialists

One of the only UK agencies with a real Microsoft Advertising practice. Bing, Edge, LinkedIn Audience Network, Copilot. A proper second channel while everyone else runs Google alone.

02
AI search & LLM visibility

Buyers ask ChatGPT, Perplexity and Google AI Overviews before they Google. We engineer your brand to be the answer. GEO, AEO, structured data, retrieval tuning.

03
Eye-tracking technology

Official UK partner for Viewpoint System. Eye-tracking for shoppers, trainees, operators and spaces. Attention becomes evidence.

04
90-day payback window

Every engagement underwritten to a commercial target. Revenue, CAC or contribution margin. Named at kickoff. Reported weekly.

What we do

Five practices. One P&L.

Performance. Media. Technology. Plus AI search and conversion sites. Five capabilities, one bill, one accountable number.

01 · Performance
Paid Performance
Google and Microsoft Ads specialists. One of a handful of UK agencies with a real Microsoft practice. Plus Meta, Amazon, Pinterest, LinkedIn. Engineered for incremental revenue, not last-click flattery.
GoogleMicrosoftMetaAmazon
02 · Media
TikTok & Short-Form
Dedicated TikTok studio. Creator-led content, Spark Ads, TikTok Shop and always-on testing designed to scale past the trend cycle.
CreatorSpark AdsTikTok Shop
03 · Technology
Eye-Tracking & Measurement
Official UK partner for Viewpoint System. Eye-tracking for UX, training, safety and wayfinding. Plus MMM and incrementality — what actually drives sales.
Eye-TrackingUXTrainingSafetyWayfinding
04 · Discovery
AI Search & SEO
Be the answer ChatGPT, Perplexity and Google AI Overviews give. GEO/AEO, structured data, entity SEO. Engineered for the search stack replacing the blue links.
GEOAEOSEOLLM
05 · Build
Websites & CRO
Conversion-optimised builds. Core Web Vitals green. Landing pages, Shopify, headless. Shipped in weeks, tracked end-to-end from ad click to revenue. Our own build studio.
WebflowShopifyHeadlessCRO
Selected work

Growth, shipped.

Recent engagements. The brief. The move. The number. Full case studies on request. NDAs honoured.

D2C

D2C Beauty Brand

+312% ROAS
Paid SocialCreatorCRO
SaaS

B2B SaaS Scale-up

−41% CAC
Paid SearchLinkedInMeasurement
DTC

Premium Wellness DTC

+£4.8M Revenue
TikTokMetaCreative
Retail

Global Retail Group

2.4x Incremental
CTVMMMPlanning
Founders

The team behind the number.

Tom and Magda have scaled paid, built media tech and advised boards through the last three platform shifts. Strategy and the number stay with the founders.

MF
Magda Frackowiak
Co-Founder · Media & Technology

Founder-operator running the Media and Technology practices. Magda built Londonbanana (TikTok studio) and leads eye-tracking and AI search through Eyetracked. Official UK partner for Viewpoint System. Also founder of TODAY. (drinktoday.co.uk), the in-house DTC brand in market since 2020.

LinkedInEmail
TG
Tom Goodwin
Co-Founder · Performance

Fifteen years scaling paid performance for D2C, retail and subscription brands across UK and EU. Specialist in Google and Microsoft Ads, plus Meta and Amazon. One of a handful of UK operators running a serious Microsoft practice. Tom owns the commercial outcome: forecast, media mix and the number you report to the board.

LinkedInEmail
FAQ

Things people ask before they sign.

If your question isn't here, write to team@hellogameplan.com or book a 15-min discovery call.

What does GAMEPLAN. actually do?
We are a London performance, media and technology group. Five specialist brands under one P&L: paid media (Google, Meta, Microsoft, TikTok), TikTok studio and live shop, eye-tracking and AI-search technology, in-house DTC proof brand TODAY. and conversion websites. One team, one number, one founder on every call.
How are you different from a normal agency?
No layers. No account managers between you and the people doing the work. Every retainer is signed off by a founder and the operator running it. We bring our own DTC brand TODAY. as live proof of method, not a deck slide.
Where is GAMEPLAN. based?
Brentford, west London. Remote-first across the UK. We meet clients in central London, at our Soho House day once a month, or wherever the work is. The group has been operating since 2008 under PPC Gameplan.
Which platforms are you certified on?
Google Ads Partner, Meta Business Partner, Microsoft Advertising Partner and TikTok Marketing Partner. Plus Klaviyo, Shopify and Webflow for the build and lifecycle work. UK partner for Viewpoint System on the eye-tracking practice.
Do you work with charities?
Yes. We run a pro bono Google Ad Grants programme for one UK charity at a time, including 10,000 USD per month of grant media. We also offer paid Google and Microsoft Ad Grants management for charity clients who want full operator-led support.
Do you actually do eye-tracking research?
Yes. Through Eyetracked, in partnership with Viewpoint System (Vienna). Lab and in-field studies for shopper research, training and safety, space and wayfinding in retail and transport hubs. Reports come with statistical confidence and a list of next moves, not just heatmaps.
What's the smallest engagement you take?
A scoped two-week sprint or a single eye-tracking study. From there most clients move into a quarterly retainer with a baseline and a target outcome written into the agreement. No twelve-month lock-ins.
How fast can we start?
Discovery call inside one working day. A written game plan within five working days. First media live within two weeks if creative and tracking are ready. Faster if the brief is sharp.

Turn spend into
growth you can defend.

15-min discovery call. We'll look at your current mix and name the two moves we'd make in week one. No pitch deck.

Book a discovery call team@hellogameplan.com