Good Metrics, Bad Decisions - Ayisha Yousef [PPC Zone October 2026]

Ayisha Yousef is the founder of What Matters Media and a fractional Head of Growth, specialising in ecommerce. She has over a decade of experience in paid media and has led Paid Search activity for brands including Selfridges, TK Maxx and Reebok. Her work focuses on combining strong PPC fundamentals, smarter use of automation and commercial decision-making to drive sustainable growth.

You can find her on LinkedIn: https://www.linkedin.com/in/ayisha-yousef/

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