Our people
“A click is only valuable if it leads somewhere. Good paid search is about understanding the whole journey – what someone is looking for, what gets their attention and what ultimately makes them act.”
About Caitlin Desa
As Search Specialist at Wrapped, Caitlin works across paid search and digital advertising, with a particular focus on Google Ads, Shopping, Display and YouTube campaigns. Working alongside the agency’s wider search team, she uses audience insights and performance data to develop, manage and optimise campaigns that reach relevant audiences and encourage meaningful action.
Caitlin brings valuable experience of the healthcare and pharmaceutical sector, having previously worked at GSK. This gives her an understanding of the importance of accurate messaging, audience sensitivity and regulatory considerations when developing digital campaigns. She applies this knowledge to paid search, where advertising policies and platform restrictions can influence how healthcare and other regulated organisations reach their audiences.
An example of Caitlin’s work is her involvement in Wrapped’s What’s Up With My Gut? campaign for Crohn’s & Colitis UK. Caitlin manages the PPC activity, helping the charity reach adults experiencing gut health concerns and parents seeking information about their children’s symptoms. The campaigns require careful consideration of search intent, sensitive language and how to connect people with reliable information and practical resources.
Caitlin uses campaign data to monitor performance, refine keywords and advertising messages, and identify opportunities to improve results. Across the wider Crohn’s & Colitis UK campaign, one month of activity generated 699,913 advertising impressions, 11,243 website sessions and 929 resource downloads. These results demonstrate the impact of combining audience research, targeted advertising and accessible communications to encourage people to take action.
Her approach goes beyond generating traffic. Caitlin considers the full journey from the initial search and advert through to the landing page and conversion, using performance insights to understand what encourages audiences to engage. She also keeps up with developments in AI-powered search and advertising, exploring how changes in search technology are influencing campaign strategy and brand visibility.
Caitlin also shares her practical knowledge of paid search through specialist content. In her article, Why Google ‘Hates’ Your Good Ads: Understanding Quality Score, she explores how Google’s Quality Score works and why factors such as ad relevance, expected click-through rate and landing page experience matter to campaign performance. Her ability to explain these technical considerations clearly reflects the hands-on expertise she brings to managing and improving PPC campaigns.
Working closely with Wrapped’s research, creative, content and development specialists allows Caitlin to act on what campaign data reveals. If search behaviour highlights a gap in messaging or landing page performance creates a barrier to conversion, she can collaborate directly with the relevant teams to address it. This helps ensure paid search activity remains connected to the wider campaign objectives, with a focus on improving performance rather than simply increasing clicks.
