Head of Paid Media
Holly Kelly
Paid media since 2014, running paid search at Anicca since 2015. Nine Search Engine Land articles and counting.
About Holly
Holly has specialised in paid media since graduating in marketing and retailing in 2014, and has run paid search at Anicca since 2015. Now Head of Paid Media, she manages the team while working hands-on with ecommerce and lead generation clients across Google Ads, Microsoft Ads, Meta, LinkedIn, Audio & Video and affiliate platforms.
Holly is a published industry author with nine Search Engine Land articles to her name, including 2025 and 2026 pieces on AI in PPC and paid media efficiency, and was a 2025 Digital Women Awards finalist for Trainer/Educator of the Year. She speaks regularly on Anicca’s webinar programme and gave the Google Ads scripts talk at the VIP Leicester Ecommerce Lunch in November 2025. She also holds an art foundation qualification and loves exploring European cities off the beaten path.
In her own words, Holly helps brands capture and build demand through strategic paid media campaigns: the discipline of knowing which channel does which job, and proving it with the numbers.
Holly’s Work
Hands-on paid media across every major platform, and the teaching of it.
Google Ads and Microsoft Ads
Paid search for ecommerce and lead generation clients, run hands-on since 2015.
Shopping and feed optimisation
Google Shopping, Performance Max and the product feeds behind them.
Meta and LinkedIn
Paid social for ecommerce and B2B accounts.
Affiliate marketing
Affiliate programme management across platforms including AWIN.
AI in PPC
Writes and presents on AI tools, automation and paid media efficiency.
Training and education
2025 Digital Women Awards finalist, Trainer/Educator of the Year; teaches Anicca Academy’s PPC workshops.
Writing on paid media
Holly writes for Search Engine Land and PPC Hero as Head of Paid Media at Anicca.
Paid media efficiency: How to cut waste and improve ROAS
How connected TV advertising drives search demand
13 free tools for PPC campaign management
Top AI tools and tactics you should be using in PPC
We trialled OpenAI’s ads on ChatGPT in the UK
See Holly’s Search Engine Land author page, her PPC Hero articles, and her Anicca blog archive.
Talks and webinars
Recent sessions Holly has delivered.
Award recognition
Independently verifiable.
Digital Women Awards 2025 finalist, Trainer/Educator of the Year. From the official shortlisting: “Holly has expanded her skill set to cover various paid media channels and stepped outside her comfort zone to build her personal brand. Her speaking engagements and contributions to industry publications highlight her dedication to sharing her expertise.” See the official finalists announcement.
What our clients say
★★★★★
“A short client testimonial will sit here, in the client’s own words, about the results we delivered and what it was like to work with us.”
★★★★★
“A second example quote. A line or two on the difference the work made, ideally with a specific outcome the client cares about.”
★★★★★
“A third example quote, to show how a row of real testimonials would look once they are added from Reviews.io.”
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