About
Brand growth & strategy partners
Equaliser was built on a belief that paid media strategy and commercial partnership should be inseparable.
About
Brand growth & strategy partners
Equaliser was built on a belief that paid media strategy and commercial partnership should be inseparable.
Meet the Team
We are strategy experts across paid search, paid social and marketing. Due to the types of clients we support, our team is senior and brings the experience to guide brands through complex markets.
Meet the Team
We are strategy experts across paid search, paid social and marketing. Due to the types of clients we support, our team is senior and brings the experience to guide brands through complex markets.
James
Founder & Lead Consultant
James founded Equaliser to work with ambitious brands on the strategic side of paid media. He partners directly with CEOs, CMOs and founders on commercial decisions, performance strategy and the measurement that ties it all back to revenue.
Over a decade as a senior leader at WPP, leading paid search strategy on accounts including Sky, Boots, CarFinance247, Hillarys and London Gatwick.
James spent over a decade as a senior leader and partner at WPP - one of the world's largest agency. He led strategy on some of the most complex and ambitious client accounts in the UK. Brands including Sky, Boots, CarFinance247, Hillarys, London Gatwick. Brands investing seriously in growth, with the budgets and ambitions to match.
James
Balmforth
Founder & Lead Consultant
James founded Equaliser to work with ambitious brands on the strategic side of paid media. He partners directly with CEOs, CMOs and founders on commercial decisions, performance strategy and the measurement that ties it all back to revenue.
Over a decade as a senior leader at WPP, leading paid search strategy on accounts including Sky, Boots, CarFinance247, Hillarys and London Gatwick.
James spent over a decade as a senior leader and partner at WPP - one of the world's largest agency. He led strategy on some of the most complex and ambitious client accounts in the UK. Brands including Sky, Boots, CarFinance247, Hillarys, London Gatwick. Brands investing seriously in growth, with the budgets and ambitions to match.
Balj
Paid Media Consultant
Balj leads Paid Search at Equaliser, helping ambitious brands turn search investment into profitable growth. She brings a combination of platform-level expertise and agency-side strategic experience leading multi-million pound search accounts.
Previously, Performance Specialist at Google and Search Director at WPP, leading strategy on brands including Boots and Direct Line Group.
James spent over a decade as a senior leader and partner at WPP - one of the world's largest agency. He led strategy on some of the most complex and ambitious client accounts in the UK. Brands including Sky, Boots, CarFinance247, Hillarys, London Gatwick. Brands investing seriously in growth, with the budgets and ambitions to match.
James
Balmforth
Paid Media Consultant
Balj leads Paid Search at Equaliser, helping ambitious brands turn search investment into profitable growth. She brings a combination of platform-level expertise and agency-side strategic experience leading multi-million pound search accounts.
Previously, Performance Specialist at Google and Search Director at WPP, leading strategy on brands including Boots and Direct Line Group.
James spent over a decade as a senior leader and partner at WPP - one of the world's largest agency. He led strategy on some of the most complex and ambitious client accounts in the UK. Brands including Sky, Boots, CarFinance247, Hillarys, London Gatwick. Brands investing seriously in growth, with the budgets and ambitions to match.
How We Work
Strategy and execution partners for your brand
Equaliser works with a focused number of clients at any one time, staying on the journey with them, advising and executing simultaneously. Senior thinking at every stage. Clear reasoning behind every decision. Commercial accountability from day one.
We think about brand growth and revenue growth as connected but distinct objectives. Most channel-focused agencies optimise for one. We manage the balance across both, because sustainable growth requires both.
How We Work
Strategy and execution partners for your brand
Equaliser works with a focused number of clients at any one time, staying on the journey with them, advising and executing simultaneously. Senior thinking at every stage. Clear reasoning behind every decision. Commercial accountability from day one.
We think about brand growth and revenue growth as connected but distinct objectives. Most channel-focused agencies optimise for one. We manage the balance across both, because sustainable growth requires both.
How We Work
Strategy and execution partners for your brand
Equaliser works with a focused number of clients at any one time, staying on the journey with them, advising and executing simultaneously. Senior thinking at every stage. Clear reasoning behind every decision. Commercial accountability from day one.
We think about brand growth and revenue growth as connected but distinct objectives. Most channel-focused agencies optimise for one. We manage the balance across both, because sustainable growth requires both.
How We Work
Strategy and execution partners for your brand
Equaliser works with a focused number of clients at any one time, staying on the journey with them, advising and executing simultaneously. Senior thinking at every stage. Clear reasoning behind every decision. Commercial accountability from day one.
We think about brand growth and revenue growth as connected but distinct objectives. Most channel-focused agencies optimise for one. We manage the balance across both, because sustainable growth requires both.
Who We Work With
Senior leaders, ambitious targets.
We work with CMOs, CEOs, COOs and Marketing Directors at scale-up brands investing £20k to £250k or more monthly in paid media. Leaders who measure success in revenue, not reports. Who want a partner that understands their business, not just their campaigns.
The brands we work with are at a point where paid media has become a meaningful driver of growth. The decisions are bigger, the stakes are higher, and the cost of getting it wrong is real. They want senior thinking applied to commercial decisions, not just campaign management. That's where we add the most value.
Who We Work With
Senior leaders, ambitious targets.
We work with CMOs, CEOs, COOs and Marketing Directors at scale-up brands investing £20k to £250k or more monthly in paid media. Leaders who measure success in revenue, not reports. Who want a partner that understands their business, not just their campaigns.
The brands we work with are at a point where paid media has become a meaningful driver of growth. The decisions are bigger, the stakes are higher, and the cost of getting it wrong is real. They want senior thinking applied to commercial decisions, not just campaign management. That's where we add the most value.
Who We Work With
Senior leaders, ambitious targets.
We work with CMOs, CEOs, COOs and Marketing Directors at scale-up brands investing £20k to £250k or more monthly in paid media. Leaders who measure success in revenue, not reports. Who want a partner that understands their business, not just their campaigns.
The brands we work with are at a point where paid media has become a meaningful driver of growth. The decisions are bigger, the stakes are higher, and the cost of getting it wrong is real. They want senior thinking applied to commercial decisions, not just campaign management. That's where we add the most value.
Who We Work With
Senior leaders, ambitious targets.
We work with CMOs, CEOs, COOs and Marketing Directors at scale-up brands investing £20k to £250k or more monthly in paid media. Leaders who measure success in revenue, not reports. Who want a partner that understands their business, not just their campaigns.
The brands we work with are at a point where paid media has become a meaningful driver of growth. The decisions are bigger, the stakes are higher, and the cost of getting it wrong is real. They want senior thinking applied to commercial decisions, not just campaign management. That's where we add the most value.
The results
What our clients have to say
'Equaliser helped us understand our market better and increase sales via search and social. This has led to us growing faster and we're seeing more customers to store too.'
James Curran
Managing Director
Kinetic Modern
"We've worked with a lot of PPC consultants, and Equaliser genuinely stands out. Proactive, clear, reliable - and delivering results that made a real impact."
Hily Perpinyal
Managing Director
Home Physio Group
"Equaliser have helped The Nursery Store bring more focus and precision to our paid activity. We're clearer on what's driving growth and how paid supports the wider brand."
Christy Foster
CMO
The Nursery Store
"We hit our highest-ever Q4 performance and navigated a major transition with real confidence. Equaliser were a safe pair of hands and made a big difference across search and social."
Sarah Dean
Founder
Loopi
"We saw a new level of rigour and commercial thinking straight away. Equaliser's reporting gave us real clarity and confidence in how we were running paid search."
Toby Gavin
Head of Growth
eClarity
"Equaliser changed our insight into paid media. The real-time dashboards improved how we trade and helped drive record growth for Threadbare."
Dan Tansil
COO
Threadbare
"Working with Equaliser helped give us direction at a key moment in our launch, shaping how we reach and convert new audiences."
Ashley Bailey
CEO
Dig
'Equaliser helped us understand our market better and increase sales via search and social. This has led to us growing faster and we're seeing more customers to store too.'
James Curran
Managing Director
Kinetic Modern
"We've worked with a lot of PPC consultants, and Equaliser genuinely stands out. Proactive, clear, reliable - and delivering results that made a real impact."
Hily Perpinyal
Managing Director
Home Physio Group
"Equaliser have helped The Nursery Store bring more focus and precision to our paid activity. We're clearer on what's driving growth and how paid supports the wider brand."
Christy Foster
CMO
The Nursery Store
"We hit our highest-ever Q4 performance and navigated a major transition with real confidence. Equaliser were a safe pair of hands and made a big difference across search and social."
Sarah Dean
Founder
Loopi
"We saw a new level of rigour and commercial thinking straight away. Equaliser's reporting gave us real clarity and confidence in how we were running paid search."
Toby Gavin
Head of Growth
eClarity
"Equaliser changed our insight into paid media. The real-time dashboards improved how we trade and helped drive record growth for Threadbare."
Dan Tansil
COO
Threadbare
"Working with Equaliser helped give us direction at a key moment in our launch, shaping how we reach and convert new audiences."
Ashley Bailey
CEO
Dig
'Equaliser helped us understand our market better and increase sales via search and social. This has led to us growing faster and we're seeing more customers to store too.'
James Curran
Managing Director
Kinetic Modern
"We've worked with a lot of PPC consultants, and Equaliser genuinely stands out. Proactive, clear, reliable - and delivering results that made a real impact."
Hily Perpinyal
Managing Director
Home Physio Group
"Equaliser have helped The Nursery Store bring more focus and precision to our paid activity. We're clearer on what's driving growth and how paid supports the wider brand."
Christy Foster
CMO
The Nursery Store
"We hit our highest-ever Q4 performance and navigated a major transition with real confidence. Equaliser were a safe pair of hands and made a big difference across search and social."
Sarah Dean
Founder
Loopi
"We saw a new level of rigour and commercial thinking straight away. Equaliser's reporting gave us real clarity and confidence in how we were running paid search."
Toby Gavin
Head of Growth
eClarity
"Equaliser changed our insight into paid media. The real-time dashboards improved how we trade and helped drive record growth for Threadbare."
Dan Tansil
COO
Threadbare
"Working with Equaliser helped give us direction at a key moment in our launch, shaping how we reach and convert new audiences."
Ashley Bailey
CEO
Dig
Get in touch
Work with us.
We take on a focused number of new clients each quarter. If you're a senior leader ready to connect your paid media properly to growth, we'd like to hear from you.
Get in touch
Work with us.
We take on a focused number of new clients each quarter. If you're a senior leader ready to connect your paid media properly to growth, we'd like to hear from you.
Get in touch
Work with us.
We take on a focused number of new clients each quarter. If you're a senior leader ready to connect your paid media properly to growth, we'd like to hear from you.
