Freelance PPC Consultant — Senior Google Ads Strategy & Advisory

What does a PPC consultant actually do?

A PPC consultant is different from a PPC agency. An agency runs your ads. A consultant advises on them — providing expert strategy, honest assessment, and clear direction that you or your team can act on.

That might mean a one-off review of your current Google Ads account. It might mean fractional support where I work alongside your in-house team or existing agency as a senior voice. Or it might mean a second opinion when you’re not sure whether the advice you’re getting is right.

I work directly with business owners, marketing managers, and heads of digital who want access to genuine PPC expertise — not an account manager reading from a dashboard.

Who typically works with a PPC consultant?

• Businesses with an in-house team — You have someone running your ads, but you want a senior specialist to sense-check strategy, identify blind spots, or upskill the team.
• Businesses already with an agency — You’re not sure you’re getting the full picture. A consultant gives you an independent view, not a sales pitch.
• Businesses at a crossroads — You’ve outgrown DIY Google Ads but aren’t ready to commit to full management. Consultancy bridges that gap.
• Marketing directors and heads of growth — You need a trusted specialist you can call on for strategic input, budget planning, or campaign direction without a full retainer.
• Businesses preparing to scale — Before increasing ad spend significantly, a consultation ensures the foundations are solid and your account structure will hold under pressure.

Consultant vs agency: which do you need?

It’s a fair question and one I’m always honest about. If you want someone to handle everything end-to-end — build campaigns, write ads, manage bids, report monthly — you want a PPC agency or a managed service. I offer that too, through Growth PPC, my sister agency.

If what you actually need is sharp strategic thinking, an expert second opinion, or senior oversight without the full agency commitment, consultancy is the right fit.

The difference matters because you should only pay for what you actually need. I won’t sell you a full management retainer if a single review session would solve your problem. That’s not how I work.

What a PPC review covers

1. Account structureHow your campaigns and ad groups are organised. Poor structure leads to wasted spend, keyword cannibalisation, and Quality Score drag — often invisible until someone senior looks at it.
2. Bidding strategyWhether your bid strategy matches your actual business goal. Smart Bidding can work brilliantly or blow through budget with nothing to show for it, depending on how it’s set up and what signals it’s working from.
3. Conversion trackingIf Google’s optimising towards the wrong actions — or counting conversions incorrectly — your entire account is flying blind. This is one of the most common issues I find.
4. Search terms and negativesWhere your budget is actually going. Most accounts haemorrhage spend on irrelevant searches because negative keyword hygiene has been neglected.
5. Ad copy and extensionsWhether your messaging is doing enough work. Strong copy drives CTR, lowers CPC, and improves Quality Score — weak copy costs you in ways that don’t show up obviously on the dashboard.
6. Audience and targeting settingsLocation targeting, device bid adjustments, audience layering — small settings with big budget implications that often get left on defaults.

Ways of working with me as a consultant

• Account review & recommendations — A structured expert review of your Google Ads account with written findings and a clear action list.
• Fractional PPC lead — I work as your senior PPC specialist on a part-time or as-needed basis, setting strategy and overseeing execution without a full agency fee.
• Second opinion — You share your current account, your agency’s reports, or your in-house setup. I give you a frank, independent view.
• Strategy sessions — Focused conversations to work through a specific challenge: scaling budget, entering a new market, fixing a Performance Max campaign, or deciding whether to expand to Microsoft Ads.
• Team training & coaching — If you have an in-house PPC team, I can work with them directly — reviewing their approach, identifying gaps, and raising the standard of their work.

Why work with a freelance consultant rather than an agency?

When you hire a big agency, you brief a senior person in the sales meeting — and often never hear from them again. The work gets handed to an account manager who’s juggling 30 clients and following a playbook.

With me, you get 12 years of direct experience, every time. I’m Google Partner and Microsoft Ads certified, I’ve personally managed over £2M in ad spend, and through Growth PPC I’ve overseen campaigns at scale across ecommerce and home services. There’s no layer between you and the expertise you’re paying for.

I work remotely with businesses across the UK — no geography limits what I can help with.