From Plumber to Digital Pioneer

Hey there! I’m George Lane, and my journey in digital marketing started way back in 2003 when I was running my plumbing and heating business. Back then, most tradespeople were still advertising in the Yellow Pages (remember those?), but I saw the potential in something new called Google Adwords and email marketing. I took a chance and launched one of the first digital marketing campaigns in the UK plumbing and heating industry.

Early Success and the Birth of Lane Consultancy

You know what? It worked better than I could have imagined. By 2007, we’d quadrupled our turnover, and other business owners started asking me, “George, how did you do it?” That’s when Lane Consultancy was born. From 2007 to 2011, I helped all sorts of businesses grow through Google ads, landing pages, and marketing funnels. It was exciting to see others succeed using the same strategies that had worked for me.

Life, Learning, and the AI Revolution

Life took an interesting turn in 2011. I went back to the heating trade, got married, and started a family. But I never lost my passion for digital marketing. During this time, I dove deep into web design, SEO, and the art of getting local businesses to show up at the top of Google searches. I also discovered something that got me really excited: the power of automation and AI to transform businesses.

Here’s what fascinates me: I’ve seen firsthand how the right automation and AI tools can multiply a business’s profits by 10 while actually cutting costs. It’s not magic – it’s about working smarter, not harder. Whether it’s automating review collection, scheduling social media posts, or using AI to create engaging content, these tools can give small businesses the same capabilities as bigger companies with much larger budgets.

Where I Am Today

Now, in 2025, I’m taking everything I’ve learned over the past 20+ years and focusing full-time on helping other businesses grow. I specialize in working with tradespeople and home service businesses because I’ve been in your shoes. I know the challenges you face, and more importantly, I know how to overcome them.

What Makes Me Different

What sets me apart? I’m not just another marketing consultant who learned from textbooks. I’ve built and grown real businesses in the trades. I’ve tested these strategies in the real world, refined them, and proven they work. When I recommend a solution, it’s because I’ve used it myself or seen it work for similar businesses.

How I Can Help You

Whether you need help with web design, automating your review collection, managing your Google Business Profile, creating content, running Google Ads, or improving your search rankings, I’m here to help. And the best part? I’ll show you how to do it all while saving time and money through smart automation.