Paid search gives you the ability to reach people at the moment they are actively looking for a product, service or solution. It also makes it very easy to spend money on clicks that never become customers.
As an independent PPC consultant, I help businesses improve the structure, targeting, measurement and commercial performance of their paid search activity. I can audit an existing account, take responsibility for ongoing optimisation or work alongside your internal team and agency.
My recommendations are based on what happens after the click as well as what happens inside the advertising platform. That means looking at search intent, landing pages, conversion quality, revenue and profitability—not simply impressions, traffic or the number of platform-reported conversions.
PPC strategy built around business performance
A strong PPC strategy starts with the commercial goals of the business. We need to understand the value of a lead or sale, the acceptable cost of acquiring it, the products or services that matter most and the capacity available to fulfil additional demand.
I use that context to shape budgets, campaign priorities, bidding, targeting and reporting. This helps prevent an account from optimising toward easy but low-value actions while the outcomes that matter remain unchanged.
Google Ads and Microsoft Ads consultancy
I support paid search across Google Ads and Microsoft Ads, including conventional search campaigns, Shopping and Performance Max where they are appropriate to the objective.
Support can include:
- Account and campaign structure
- Keyword and search-intent research
- Search-term analysis and negative keywords
- Ad copy and asset development
- Audience and geographic targeting
- Budget allocation and bid strategy
- Shopping feeds and product-group priorities
- Performance Max assessment and control
- Landing-page recommendations
- Conversion tracking and value-based measurement
Independent PPC audits
A PPC audit provides a clear view of where budget is being used well and where performance is being lost. I review the account setup, campaign structure, settings, search terms, bidding, creative, tracking and landing-page experience.
The findings are prioritised by likely commercial impact. You receive an explanation of what should change, why it matters and how to implement it. The audit can remain independent or become the starting point for a wider improvement programme.
Campaign restructuring and recovery
Accounts often become complicated over time. New campaigns are added, naming and tracking drift, automation is introduced without the right signals and historic settings remain in place long after the original strategy has changed.
I can simplify the structure, rebuild campaign logic and restore control without discarding useful history unnecessarily. Where performance has declined, I separate market changes from account-level causes and identify which interventions can be tested safely.
Testing ads, audiences and landing pages
PPC performance depends on the full journey from search to conversion. I use structured testing to improve messaging, offers, audience signals and landing pages while protecting the account from constant changes that make results impossible to interpret.
SEO and PPC insight can also be shared. Paid search reveals which language, propositions and queries produce response quickly; organic search can reduce long-term dependency on paid clicks and highlight areas of demand worth testing.
Conversion tracking you can trust
Automated bidding is only as good as the data it receives. If conversions are duplicated, missing or weighted incorrectly, the platform will optimise toward the wrong behaviour.
I work with GA4, Google Tag Manager and advertising-platform tracking to check that important actions are recorded consistently. Where possible, I help move reporting beyond lead quantity toward qualified leads, sales value and revenue. Find out more about analytics support.
Flexible PPC support
I can provide a one-off audit, ongoing management, senior oversight or temporary support during recruitment and change. I have managed and overseen activity ranging from focused campaigns to large paid-media budgets, and I adapt the level of process to the scale and risk of the account.
You retain a clear view of what is changing, why it is changing and how performance will be judged.
Frequently asked questions
Can you work with our existing agency? — Yes. I can provide an independent review, support the agency with specialist input or help the business improve briefing and governance.
Do you only manage Google Ads? — Google Ads is the largest part of most paid-search programmes, but I can also support Microsoft Ads and the measurement surrounding both.
Can you fix our tracking as part of the work? — Yes. I can diagnose conversion-tracking issues and either implement the changes or provide a clear specification for your development or analytics team.
Get a clearer return from paid search
If your PPC account is spending without producing enough value, or you need an experienced independent view before making changes, get in touch.