AD Global Consulting · London
Strategy that delivers.
Thirty years inside the world's largest brands, now applied to independent businesses that are serious about their next stage.
Thirty years of engagements across
The problem
Most businesses do not have a marketing problem.
They have a diagnosis problem. Flat sales, a stalling team, rising costs, campaigns that look good but do not convert. These are symptoms. The cause usually sits somewhere else entirely, in the offer, the operating model, or the decision making.
Thirty years in the boardrooms of global brands, and more than a thousand independent businesses advised through NatWest, teaches you to find that cause quickly. That is the work. Not tactics, not activity, but the sharp identification of what is actually holding the business back, followed by a plan specific enough to act on this week.
Services
What we do.
Most engagements cross more than one area, because most problems do. Work is grouped into three practices and scoped around the problem we find, not around a package chosen in advance.
Strategy and growth
Positioning, proposition and the route to the next stage of revenue. Where the business should compete, and what has to be true for it to win there.
- Business strategy and growth planning
- Offer and proposition design
- Market and competitive analysis
- Demand generation strategy
Operations and change
The systems, roles and sequencing that let a business grow without the founder holding it together. Structured transitions, with adoption designed in from the start.
- Operational efficiency and process design
- Change management and ADKAR roadmaps
- As-is and to-be modelling
- Stakeholder engagement and adoption
Brand, digital and AI
How the business is understood, found and chosen, across traditional search, AI assistants and every surface in between.
- Brand identity and messaging
- Digital visibility, SEO and GEO
- AI integration and workflow design
- AI training for teams
How it works
We find the problem before we fix it.
We start with evidence, not a recommendation.
Consult
A direct thirty minute conversation about where the business is and what is not moving. Honest scoping. If the work is not right for us, you will be told in that call.
Diagnostic
A fixed-scope engagement that examines the business properly: commercial performance, operations, positioning and digital visibility. It ends with a written diagnosis and a prioritised roadmap you own outright, whether or not we work together afterwards.
Execution or advisory
Where it makes sense, the roadmap is delivered with you. Either as a defined project, or as retained advisory days for founders who want senior judgement on call rather than another supplier.
In their words
“Within six months we had streamlined major operations and launched two new revenue streams. The biggest takeaway was the clarity.”
Emma C, Managing Director, Consultancy
“We were impressed with just how quickly she found the core issue in our operations. It only took a few weeks to start seeing the impact.”
Richard L, Operations Director, International
“Her structured, formal approach kept everyone engaged, and we achieved better adoption rates than expected.”
James W, Head of Operations, Financial Services
The person you work with
Real impact comes from cutting through the noise. That is the standard we bring to every business we work with.
Ayse Durmush has spent thirty years scaling projects for Google, Samsung, Apple, Virgin and LEGO, and advised over a thousand small and medium businesses as a business advisor at NatWest. She founded AD Consults to apply the same standard to businesses that rarely get access to it.
Sectors
Sectors we work in.
These are the sectors we know best.
Latest writing
From the blog.
Business strategy, operations, AI, and how companies get found and chosen now that people ask an assistant instead of a search box.
- 16 Oct 2026
Standard Operating Procedures: How to Write SOPs Your Team Follows
How to write standard operating procedures your team actually follows: what to document first, the right level of detail and how to keep SOPs alive.
- 15 Oct 2026
Google Reviews Strategy: How to Build Trust That Wins Enquiries
A practical Google reviews strategy for service businesses: how to ask, when to ask, how to reply and what the rules forbid, so reviews build real trust.
- 14 Oct 2026
Sales Process for Service Businesses: From Enquiry to Signed Client
A clear sales process for service businesses: the six stages from first enquiry to signed client, where deals leak away and what to fix first.
Is this for you?
This suits established businesses with real revenue, ready for a forensic review.