London performance marketing & design agency
Marketing in the right direction.
Google Ads, brand identity and websites for businesses that need pipeline, not decks. Built by a decade of in-house marketing leadership and a decade of independent brand identity work.
Who you actually work with
William Pointing & Ludo Quaranta
You brief us and we do the work. No account layer, no juniors, and no handover to a team you never met.
2+
people on the work
–
account layer
Marketing built for
01
Direct
No account layer, no jargon: you work with the people actually doing the work.
02
Accountable
Every campaign reports back to leads, activation or revenue, not vanity metrics.
03
Senior, not junior
Built on in-house leadership experience, not a template agency playbook.
04
Built to last
Sites and brand assets handed over in a state your team can actually run.
The founders’ story
Two backgrounds, now working for you.
01
William spent over a decade leading marketing inside some of the UK’s best-known regulated brands, insurance, investment platforms, commodities and consumer credit. Ludo spent that time building brand identity for organisations that need to close the gap between what they do and how they’re perceived. Together they set up Pointing Forward Marketing to bring that rigour to businesses who don’t have an in-house team.
That means campaigns built around what a board actually wants to see: leads, activation, revenue, not vanity metrics. And it means design and web work that’s built to be measured, not just admired.
What we do
Three disciplines, one accountable team.
02
01
Performance marketing
Google Ads campaigns, lead generation through comparison sites & bloggers, and growing your firm’s positioning on Google, all built to be measured against pipeline, not clicks.
- Google Ads & paid search
- Lead generation through comparison sites & bloggers
- Growing your firm’s positioning on Google
- Reporting tied to leads and revenue
02
Graphic design
Brand identity work that scales from a logo to a brochure to a full web presence, consistent wherever it’s seen.
- Logos & branding
- Brochures and Annual Reports
- Web & landing page design
- Creative campaigns
03
Web build
WordPress builds that a marketing team can actually run: fast, editable, and set up to support the campaigns above.
- WordPress design & build
- Site migrations & rebuilds
- Built so Google can find you from day one
- Ongoing site management
Investment
Straightforward pricing, no surprises.
03
Logo design / refresh
From £1,000
Brand refresh
From £2,000
Google Ads set-up
From £750
3 adverts and tracking set up
Lead generation 12 month plan
From £1,000
Actionable media plan for a range of budgets
New website: design & build on WordPress
From £1,000
Onwards, scoped to your project
Social media 12 month plan
From £750
Action plan across LinkedIn to promote your business, including a competitor review
Every project is scoped to fit, so please book a free 30 minute consultation to get an accurate quote. Get in touch →
Selected work
Real budgets, real markets, real results.
04
Biachem
UK chemical distributor
Freelance · web, design & ads
Owned the end-to-end delivery of Biachem’s new global website, briefing and directing developers and designers for the CEO and board, then launched the Google Ads campaigns and SEO programme to put it to work.
+20%
sales leads from Google Ads
+40%
web traffic from SEO & content
Bestinvest
Retail investment platform, Evelyn Partners
In-house · growth & proposition
Led growth and proposition strategy across ISAs, SIPPs and managed portfolios for a £3bn+ platform, and built partnership marketing with Vanguard, HSBC and Artemis, all within FCA financial promotion rules.
£3bn+
platform AUM marketed
3
major asset-manager partnerships
Liberty Specialty Markets
Commercial & specialty insurance, Liberty Mutual
In-house · digital marketing lead
Ran broker-facing marketing across Europe, covering thought leadership, website and social content, while coaching a small team spanning Europe and APAC and improving board-level reporting.
+30%
digital engagement
EU/APAC
team & markets led
fluid.co.uk
Balance transfer credit card, NewDay
In-house · partnerships & acquisition
Owned P&L and acquisition strategy for the Fluid card, negotiating exclusive partner marketing with ClearScore and Experian and rebuilding the on-site balance-transfer journey.
+10%
acquisition record broken
+15%
card activation rate
Biachem: brand and print
UK chemical distributor
Design by Ludo · brand identity
Replaced a dated, text-only website and print pack with a cohesive identity system, including a refreshed hexagon mark, trifold brochures and warehouse & supplier location maps that match the new site.
3NTT Group
International defence & security
Design by Ludo · brand identity
Full brand identity refresh for an international defence and security company: logo restyling, visual identity and website, delivered 2021–2024.
View the case study →Who’s behind it
A small agency, not a solo act.
05
William Pointing
Co-Founder & Performance Marketing
Over a decade leading marketing inside regulated financial services brands. Runs strategy, Google Ads and lead-gen partnerships for every Pointing Forward client.
“Outside of work, I run a money-saving blog, GreatDealsMadeEasy.com, and enjoy writing about marketing trends and human behaviour.”
Google Ads
Strategy
Comparison sites & bloggers
Campaign management
Ludovica “Ludo” Quaranta
Co-Founder, Brand & Design Partner
Started her career in Milan before moving to London, where she’s spent close to a decade building brand identity, including logos, brochures and visual systems, for organisations that need to close the gap between what they do and how they’re perceived.
“Alongside client work, I co-founded Eco Around, helped build Engineering Minds, and facilitate environmental workshops including Climate Fresk and Plastic Collage.”
Brand identity
Logo design
Print
Rahib
Web Developer
Builds and maintains the WordPress sites behind every campaign: fast, editable themes that a marketing team can update without calling a developer every time.
WordPress
Site builds
Maintenance
The wider network
Freelance Partners
Beyond the core team, we work with a trusted bench of freelance project managers, photographers and marketing strategists, brought in project by project so every client gets the right specialist, without carrying agency overhead.
Project management
Photography
Strategy
Word of mouth
What clients say.
06
“
William rebuilt our website from the ground up and had the new Google Ads campaigns live within weeks. Leads went up within the first month and haven’t dropped off since.
Managing Director
Biachem
“
Ludo and I have been working together for 5 years now, and she has helped me transform Monty as an organisation. She initially refreshed my brand to give it more impact for my target audience and made it look more modern and relevant. She created a fantastic, usable and visually appealing website that has really helped push my business forward.
Jon Edwards
Director at Monty English
“
Super easy to work with. Rahib’s biggest strengths are his knowledge of the technology, being self-driven, and his willingness to communicate about the pros and cons of any change/project.
Meteorologist
Client
Common questions
What people ask before getting in touch.
07
What does Pointing Forward Marketing do?
Three things: performance marketing (Google Ads, paid search and lead generation), brand and graphic design (logos, brochures, annual reports and campaign creative), and website design and build on WordPress. Most clients take a combination — a brand refresh and the site that carries it, or a new site and the ad campaigns that feed it.
Where are you based?
South London. We work with clients across the UK, and both founders have run marketing across European and international markets.
How much does it cost to work with you?
Logo design or refresh starts at £1,000 and a full brand refresh at £2,000. Google Ads set-up starts at £750, including three adverts and tracking. A 12-month lead generation plan starts at £1,000 and a 12-month social plan at £750. A new WordPress site starts at £1,000, scoped to the project. Every project is quoted after a free 30 minute consultation.
Who actually does the work?
William Pointing and Ludo Quaranta, the two founders. William runs strategy, Google Ads and lead-generation partnerships; Ludo runs brand identity, logo design and print. Rahib builds and maintains the WordPress sites. There is no account layer and no handover to a junior team.
What industries do you specialise in?
Regulated and considered purchases. William spent over a decade leading marketing in insurance, retail investment platforms, commodities and consumer credit, including work delivered inside FCA financial promotion rules.
Can you run Google Ads for a regulated business?
Yes. William led growth and proposition marketing for a £3bn+ retail investment platform and ran broker-facing marketing for a commercial and specialty insurer, both under financial promotion rules. Campaigns are built to survive a compliance review, not just an ad auction.
Do you work with businesses that have no marketing team?
That is most of our work. Pointing Forward exists to bring in-house rigour to businesses that do not have an in-house team, which means reporting tied to leads, activation and revenue rather than vanity metrics.
How do we get started?
Book a free 30 minute consultation. We will talk through what you are dealing with and what it would take, and you will get an accurate quote afterwards. There is no obligation and no pitch deck.
PW
Ready when you are
Let’s point your marketing forward.
Whether it’s a Google Ads account that needs rescuing, a brand that needs a proper identity, or a WordPress site that needs building, get in touch and let’s talk about it.