Caitlin Desa

Caitlin is part of Wrapped’s specialist search team, with a particular focus on Google Ads, shopping, display YouTube and chatGPT. Working alongside Martin and the wider team, she uses search data, audience behaviour and campaign performance to understand what’s working, what isn’t and where there’s an opportunity to improve. Her approach goes beyond generating clicks: she looks at the whole journey, from the search terms and ad messaging through to the landing page and conversion, using the data to make informed decisions about where budgets can work harder. Her recent work at Wrapped has explored areas such as Google Ads Quality Score and why apparently strong campaigns can still struggle to convert.

Caitlin also brings valuable first-hand experience of healthcare and regulated environments, having previously worked at GSK before joining Wrapped. That understanding is particularly useful in paid search, where regulated brands can face restrictions around the products, services and language they’re able to advertise. Working as part of the search team, Caitlin helps navigate those platform requirements while looking for practical ways to build visibility, reach the right audiences and improve campaign performance without putting accounts at unnecessary risk.

Being part of a full-service agency means Caitlin can look beyond what’s happening inside the Google Ads account. Research can reveal more about the audience and competitive landscape, content and creative can strengthen the message, and web and development specialists can improve what happens after someone clicks. In return, the search data Caitlin works with provides valuable evidence about what people are looking for, the language they use and what ultimately drives them to act. It means paid search becomes part of the wider marketing picture, rather than a channel operating on its own.