# Stefan Carrington

Stefan Carrington works on B2B eCommerce marketing, including paid-search targeting and ways to use event data to support advertising and sales follow-up. Carrington's posts also explore using postcode and property data to find locations associated with stronger Google Ads customers.

- Profile: https://b2binfluencer.marketing/creators/stefan-carrington/
- LinkedIn: https://www.linkedin.com/in/stefancarrington
- LinkedIn followers: 1,603
- Topics: ecommerce, paid-ads, b2b-marketing, google-ads, event-marketing
- Based on 13 dated posts, latest 2026-09-20

## Summary

Stefan Carrington is most useful for B2B eCommerce paid-search and event-data marketing questions, especially Google Ads location targeting.

- Best for: A B2B eCommerce or adtech vendor selling geographic targeting for Google Ads to UK PPC specialists.
- Not for: An event-data vendor competing with the Events PPC Plug-In, or a consumer automotive aftermarket retailer buying on reach.
- Check first: Confirm recent results and audience data for comparable Google Ads and location-intelligence posts.

### Takeaways

- They tested Google Ads performance against UK postcode and property data for micro-locations.
- They launched the Events PPC Plug-In to turn event data into ad targeting.
- They wrote up a 2019 growth-hacking conference talk as an article.

## Main ideas

- **Geography is an underused signal in paid search**: Carrington argues that PPC work obsesses over keywords, ad copy, landing pages, audiences and bidding, while rarely asking where the best customers live. Location targeting, the post says, often relies on broad radius targeting, familiar towns and postcodes, or simply wherever a business has always advertised. Geography may affect performance more than advertisers assume. If you can describe the characteristics of the micro-locations producing the best customers, you can look for more areas like them.
- **Event budgets should keep working after the event**: Rather than treating a trade show as a few days of conversations, Carrington argues that its attendee and exhibitor data should fuel ongoing advertising and sales activity. The aim is to keep event spend working for months rather than days by feeding the same audience into advertising, outreach and nurture.
- **Publishing the question, not just the answer**: Across the posts, Carrington puts a partially formed list or line of enquiry in public and asks peers to fill the gaps. They offer the framing and collection, and invite the community to contribute. This makes the posts conversation-starters, but several stop at the question rather than reporting what came back.
- **Routine service triggers belong in eCommerce strategy**: Carrington treats predictable aftersales moments — a reminder that a service or test is due — as marketing triggers, not admin. The argument is conditional and practical: if reminders drive sales, build them deliberately into the aftersales eCommerce plan.
- **Conference talks get written up and turned into content**: For Carrington, speaking and writing connect: a conference presentation becomes a published article, then a LinkedIn discussion. It is a way to test ideas with a specialist audience and keep the material in circulation after the event.

## Work to read

- [Testing Google Ads against UK postcode and property data](https://www.linkedin.com/posts/stefancarrington_ppc-googleads-ecommerce-activity-7493217483693137920-mz-O)
- [Launching the Events PPC Plug-In and turning event data into ad targeting](https://www.linkedin.com/posts/stefancarrington_the-events-ppc-plug-in-manufacturers-activity-7424116292862775296-QzyC)
- [Writing up growth hacking techniques from a conference talk](https://www.linkedin.com/posts/stefancarrington_growthhacking-ecommerce-sempl2019-activity-6611230750782164992-pMwP)
- [Building a working list of London eCommerce events](https://www.linkedin.com/posts/stefancarrington_ecommerce-events-london-activity-6577428738445725697-Pjx6)
- [Sharing an aftermarket eCommerce growth forecast](https://www.linkedin.com/posts/stefancarrington_aftermarket-retailers-activity-6511693403997245440-Ut6K)

## Brand relationships

- **WRD** (disclosed_partnership)
- **Southern Manufacturing & Electronics** (mention)
- **ReportConsultant** (mention)

## Partnerships

The posts here do not describe a partnership or sponsorship offering. Carrington's posts include no rate card, media kit, audience guarantees, sponsored-format description, or inquiry page for working with Carrington, so readers cannot quote terms from these posts. What the posts do show is vendor-side work: he announces and promotes the Events PPC Plug-In, a product associated with WRD that turns event attendee and exhibitor data into advertising targeting, outreach lists, and follow-up campaigns, and he posts from trade shows to publicise it. He also uses his feed to ask peers for input, including a request for examples of Google Ads campaigns optimised with location intelligence and a query about other aftermarket industries with comparable growth figures. Those are products Carrington markets and questions Carrington researches, not documented terms a brand can book Carrington on. A buyer should therefore treat partnership formats, availability, deliverables, and disclosure expectations as unconfirmed and seek them directly from Carrington or Carrington's business rather than assuming terms from these posts. If Carrington has published a sponsor page elsewhere, it is not shown in the posts here.

## Alternatives

- Martin Davies: Choose Martin Davies over Stefan Carrington when the value on offer is diagnostic work on accounts a prospect already runs, not a new targeting idea. Davies' posts show him auditing Google Ads accounts for eCommerce sites and investigating why sales have slowed: he checks whether the cause is weaker market demand or competitor aggression by running an impression-share report by day over the past 30 days, then recommends a different response for each result. Another post walks through whether brand should be excluded from Performance Max campaigns, using a script that shows brand versus non-brand clicks, conversions and share of brand revenue over time. It accepts that ROAS may drop in the short term for the sake of overall growth. For a webinar aimed at PPC specialists, that is a finished, immediately usable technique drawn from account work rather than an open research question.
- Aman Jabeen: Choose Aman Jabeen when the audience shifts from PPC specialists to eCommerce store owners and marketing managers working on product feeds and store quality, and the platform's product touches Merchant Center rather than location targeting. Jabeen's posts break down a Merchant Center dashboard scoring store quality as great and performance as well above average. They list what drags that score down - missing return information, slow mobile pages, weak product data, unclear shipping details, poor store ratings - and argue that the real question is not how many products are uploaded but whether Google reads the store as a strong shopping experience. The second post takes the same approach with a beauty brand, reading 15,022 visitors, 992 orders, 626 new customers and over $60K net revenue as a question about trust: swatches, shade guides, user-generated content, reviews, product pages and checkout.
- Carly Macmeikan: Choose Carly Macmeikan only if the campaign changes audience, not just speaker. Macmeikan's posts focus on enterprise supply chain and defence, aerospace and manufacturing. One cites Accenture research that generative AI could automate or augment 58% of supply chain processes across design, planning, sourcing, production and fulfilment, tied to a longer article. The other previews an Accenture presence at the Farnborough International Airshow with live demonstrations of generative AI for supply chain resilience, engineering, manufacturing and aftermarket operations. That is a fit for a vendor selling transformation work to large industrial and defence buyers.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/