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Michelle Mowbray

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Michelle Mowbray

Helping ambitious consumer brands make better growth decisions as they scale | Multi-Channel Advertising & Growth Strategy | Ex-WPP Lifer

05/10/2026

A channel shouldn't get more money this Q4 just because it had it last year.

It should earn the next pound.

Before you add another £1,000 anywhere, put it through four checks:

1️⃣ Is it incremental?
How many of those sales would have happened anyway? It's one of the hardest questions in marketing to answer, and reported conversions won't answer it for you.

2️⃣ What will the next £1,000 add?
Not the average across all your spend. Just the extra £1,000. As spend goes up, each extra sale tends to cost more. Is it still profitable after product, discounts and fulfilment?

3️⃣ Can people actually buy it?
Out of stock, patchy distribution or hard to find on shelf? More advertising can create demand someone else captures.

4️⃣ What else could that £1,000 do?
Better creative. Fixing conversion. Retail visibility. A new channel test.

Then make the call: spend more, spend differently, or stop.

None of these needs a perfect answer. A reasonable one beats "it had it last year".

Save this for your next budget conversation.

27/09/2026

Another fabulous Agency Hacker Ibiza Super Summit done 🪩

Great speakers, lots of notes to ponder and action, but mostly grateful for the conversations, the new connections and all the laughs.

A distinct lack of decent photos to choose from, which I’m taking as evidence that I was actually present rather than documenting everything for Instagram…

Thank you team AH, you really nailed it again.

Ibiza, you were a lot of fun. Until next year. 🪩💙

10/08/2026

Once again, it takes the year-end sorting of receipts to remind me that the business is another year older.

Six years of brilliant clients, 3 websites (thanks E-Innovate dudes) a fair few twists and turns, and somehow still managing to avoid becoming any better at getting my receipts to the bookkeeper without a painful quarterly scramble.

Happy 6th business birthday to me.

And a BIG thank you to everyone who’s been part of it along the way.

Here’s to year seven 🥂

30/07/2026

I've tried to distil some of the 'stuff' in my head into a helpful guide - the result: 7 questions every seriously scaling founder should be looking to answer before they commit to big-budget changes or add more channels.

Link to download in the comments below (don't worry - it's not an email address grab, it's just there waiting for you 😀)

28/07/2026

It's dawned on me recently that the conversations I'm having with prospective clients have changed.

More often than not, they used to be a variation on the theme of: "What else can we be doing? How can we spend more?"

Now the chats are around: "Why isn't what we're doing working like it used to?"

They're not looking for more tactics. They're looking for fresh eyes, objective thinking, and clarity about what's changed, what's still working... and then where to focus next.

24/07/2026

I had a really good discovery call this week with a brand building something genuinely good.

A Gorgeous product, great brand - it was one of the better conversations I've had in a while.

They went with someone cheaper, who said they could do ads but wasn't their core offering.

I'm not sharing this as a whinge (though I was genuinely gutted). Founders make budget decisions and I respect that.

But I keep coming back to what usually happens next in that situation, not necessarily to this brand - obvs I genuinely hope it goes well, but to the pattern.

Yeah they get activity, a few new ideas, money gets spent... but all too often the thinking and experience isn't there, months later they're still asking the same question - why isn't this working?

I find the clients who come to me most frustrated have usually been through a few shops but are still not sure whether the business has real scalable legs or if they just never gave it a proper shot with the right partner.

Anyway, no sour grapes here, honest. 😀

21/07/2026

If you turned off Meta tomorrow do you know what would actually happen to your sales?

Not what the dashboard says. What would actually happen.

It’s one of the harder questions to answer, and honestly, most brands can’t, not because they’re not paying attention, but because the data isn’t set up to tell them.

Worth sitting with before your next budget decision and it’s one of seven questions I think founders should be looking to answer when shifting gear.

The Pressure Test link is in my bio 🔗

18/07/2026

These girls. I cannot express how much they mean to me and the impact they have, we have on each other.
20 odd years of friendship career pivots, job moves, kids.
All still hanging on with the very best of advice and love for each other.
Love you all so much x

22/06/2026

The CPA at your current spend is unlikely to be the CPA you'll see at three times current spend.

Diminishing returns are a b* #?h, and often founders find that out the hard way.

Early spend reaches the people most ready to buy. The ones already drifting your way or orbiting the problem you solve. The ones who only needed a click to be persuaded.

That is why the early CPA looks good.

As spend goes up, the audience needs to widen. You start reaching past the most ready and into the harder territory. People who needed more than a click. People who have never heard of you. People who won't be buying this week or next.

Efficiency slips.

Often, the targeting gets called into question. In my experience, it is almost never the bottleneck.

After a point, the bottleneck is that you've already harvested the people most ready to convert, and the next pound has further to travel.

This can be sharper in retail. The sale doesn't land on your site. It lands on the retailer's and at the till. The ad platform can't see it - this is where proxy conversions and signals are used carefully.

Before you double the budget, the question worth answering is at what CPA does the business actually break, and how far are you from that number on the current trajectory?
Not the CPA you're hoping for, the CPA you can live with.

16/06/2026

Great day at the AllBright everywoman Entrepreneur Growth Forum today.

Got to hangout with Emma Holland (Gage) | Brand Strategist and listen to a massively impressive group of women founders.

Loved hearing Lemon Fuller Lemonade Dolls talk about the phenomenal success of her brand and how it’s “not just one thing” that drives her sales engine - it’s all the things working together that bring down the costs down, not just the Meta ads, it’s the TV, the creators, the influencers…and being obsessed with the return of everything.

Music to my ears that one.

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Surrey
RH14JH

Opening Hours

Monday	9am - 5:30pm
Tuesday	9am - 5:30pm
Wednesday	9am - 5:30pm
Thursday	9am - 5:30pm
Friday	9am - 5:30pm

Website

http://www.beseenconsulting.co.uk/

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