Joe Edwards
I'm 25, from Cheltenham, UK. After finishing my degree in Business and Marketing, I spent two years travelling the world — and came back knowing one thing clearly: I wanted to build something of my own, work on my own terms, and not spend my career building someone else's business. The question was what. The answer was right in front of me. I'd lived inside the travel industry as a customer for two years, I had a marketing degree, and I'd found paid advertising. Combining the three felt like an obvious decision — and it's one I haven't looked back on.
When I came home, I went deep on paid advertising. I knew I had to learn the craft properly before approaching the clients I actually wanted to work with long-term, so I started running campaigns for local businesses in Cheltenham — building real experience with real budgets. Once I had those foundations in place, I started looking seriously at the industry I'd always wanted to move into. I quickly saw that most travel companies were either spending money with no real system behind it, or handing budget to generalist agencies who didn't understand the way people buy travel. The decision cycle is long, the creative has to earn attention, and the targeting has to be precise. That's not something you figure out overnight — and it's not something a generalist agency is going to prioritise learning.
So I specialised. Every client I work with is in the travel industry, which means everything I learn from one campaign feeds into the next. I know what converts for a safari company, what messaging resonates for an adventure travel brand, and what the difference is between a lead that books and one that goes cold. That knowledge only comes from doing it repeatedly — and it's what separates genuinely effective work from ads that just spend money.
The way I work is straightforward. Everything is built inside your accounts — your data stays yours. You get full visibility of where every pound goes and what it produces. And you deal with one person, not a rotating team. If something isn't working, I'll tell you before you have to ask.