Google Ads and paid search
Search and shopping campaigns structured around demand and measured against what the business earns.
A shop's ad account runs on automated campaigns and reports a strong return on ad spend, while total sales stay flat. A founder is about to launch and wants enquiries in the first weeks, before organic search has had time to build.
This service runs the account and its measurement together. An attribution audit comes first, so automated bidding learns from accurate conversion data. Campaign structure and bidding then follow from search demand. Agencies call this PPC management.
I've managed paid search since 2018, on agency accounts and then for my own clients. I plan it next to organic search, and budget goes to the searches the organic listing doesn't already cover.
Which situation sounds like yours?
Measurement
The ad platform reports a strong ROAS and sales haven't moved
An attribution audit compares what the platform claims with what the business recorded. Reporting then moves to blended ROAS, which sets total sales against total ad spend.
Structure
You want to see what your automated campaigns are doing
Search campaigns built by theme alongside the automated ones show which searches convert. Brand spend comes down where the organic listing already holds the top position.
Shopping
You sell products and the feed decides what shows
Shopping campaigns match searches against the titles and categories in the product feed. I review the feed and the campaigns together.
Launch
You're launching and want enquiries before organic search builds
Conversion tracking goes in before the first campaign. Budgets and bids are adjusted as each campaign builds conversion data.
What the work covers
Attribution audit
What each platform counts as a conversion, checked against the orders or leads the business recorded.
Account structure
Campaigns grouped by search theme, with keywords, negative keywords, bids and budgets set per theme. A sports nutrition brand's orders grew 13% year on year over the 3 months of the restructure.
Ad copy and landing pages
Ad copy A/B tested and pointed at landing pages that match the search. Page changes are briefed or made directly.
Feeds and verification
Product feed optimisation for shopping campaigns, and advertiser verification for regulated categories such as financial services.
Monthly review
A plain-language report on what moved and what changes next, with the budget recommendation for the month ahead.
How an engagement runs
Step 1
A short fit call
A short call to check the work suits both sides and agree the starting point: an existing account to review, or a new one to plan.
Step 2
A scoping audit, from £564 + VAT
The attribution audit and an account review, with quick fixes going in as I find them. For a new account, the audit covers the tracking and the search demand to build campaigns on.
Step 3
Recommendation and plan
The proposed account structure with budgets by theme, and the measure to report against. You keep the plan whatever you decide next.
Step 4
Management and monthly review
Ongoing management on a fractional basis, from £1.8k a month, with a review and a budget recommendation each month.
Book a fit call or see pricing. Prices are indicative, and each package is scoped to the project.
I work with what you've got
Campaigns run in your own ad accounts, connected to the shop and analytics you already use.
Search ads
Google Ads, Microsoft Ads
Shopping and feeds
Merchant Center, Shopify
Campaign types
Search, Shopping, Performance Max, Display
Measurement
GA4, Tag Manager, Consent Mode, Looker Studio
Where this work has run
Accounts I've managed for clients and at an agency.
Own products and clients
Agency-side accounts
Background reading
FAQs
What does a Google Ads consultant do?
Plans and runs search advertising. That covers which searches to bid on, how campaigns are structured, what the ads say and how results are measured. I do the work in the account myself.
How is paid search different from SEO?
Paid search holds a position for as long as the budget runs. Organic search builds more slowly and keeps working after the spend stops. I plan them together, with ads covering the searches where the organic listing isn't there yet.
Can we run the account in-house?
Yes. Addy, my AI search marketing platform, reviews the account and drafts each change for your approval. I handle the setup and train your team.
Who owns the ad account?
You do. The account and its billing stay in your name, with me added as a user.
Can we get the audit without ongoing management?
Yes. The audit and plan stand on their own, and your team or agency can run the account from them.
Start with a fit call
A short fit call comes first. Most projects then start with a scoping audit of the account and its conversion tracking, from £564 + VAT. The rest is scoped around what you need.