Martin Jackson

With over 10 years’ experience in paid and organic search, Martin is Senior Search Specialist and AI Lead at Wrapped, leading the agency’s search team across SEO, PPC and GEO (Generative Engine Optimisation). He combines extensive experience in search marketing with expertise in emerging AI search technologies, developing strategies that improve brand visibility, reach relevant audiences and deliver measurable commercial results.

Martin specialises in search marketing for complex and regulated sectors, including financial services, fintech and healthcare. He understands how advertising policies, platform restrictions and compliance requirements influence what brands can say, who they can target and where their campaigns can appear. Working with his team, he identifies opportunities to reach relevant audiences while navigating these restrictions and maintaining campaign performance.

An example of Martin’s work is his leadership of Wrapped’s search activity for King Card, a German financial services brand offering prepaid card products. Martin headed the account’s search marketing activity, including PPC campaigns written in German and targeted specifically at the German market. The work required an understanding of local search behaviour, language, audience intent and the advertising requirements associated with financial products.

Working alongside Wrapped’s research, creative and digital specialists, Martin helped translate market insights into targeted Google Ads campaigns, refining keywords, messaging and audience targeting to improve performance. Across the wider King Card campaign, the app install conversion rate increased by 44%, while the average cost per result was reduced by 12%, demonstrating improved conversion performance and greater cost efficiency.

Building on his experience in traditional search, Martin now leads Wrapped’s work in GEO and AI search optimisation. He and his team examine how AI-powered search platforms and large language models discover, interpret and recommend brands, developing approaches that strengthen visibility across both conventional search engines and generative AI results. His work connects technical SEO, content strategy, brand authority and evolving search behaviour.

Martin also understands that search insights can influence much more than individual campaigns. The questions people ask, the language they use and the restrictions imposed by advertising platforms can all shape content, creative development and website strategy. By collaborating directly with Wrapped’s research, communications, creative and development teams, he ensures search intelligence informs wider marketing decisions from the outset, helping clients build a more connected and effective approach to digital visibility.