Google Ads that actually pays back
I'm Stevie Morris — a freelance PPC consultant with 12+ years managing Google Ads for London ecommerce brands and lead generation businesses. I take over underperforming accounts, restructure campaigns, and manage your ad spend directly. No agency overhead, no junior account managers, no long-term contracts.
Most London businesses running Google Ads are overpaying for clicks that don't convert. Poorly structured campaigns, generic bidding strategies, and agencies focused on retaining your contract rather than improving your results — it's a costly combination.
Here's how I work, what results look like in practice, and whether I'm the right fit for your business.
The fundamentals
Pay-per-click advertising on Google puts your business in front of people actively searching for what you sell. Done well, it's the most controllable, measurable growth channel available to a London business. Done poorly, it drains budget with nothing to show for it.
A specialist PPC consultant handles the full process: keyword research aligned to real buyer intent, campaign structure that directs budget to your most profitable products or services, bid strategies calibrated to your margins, ad copy that converts clicks into customers, and conversion tracking that tells you exactly what each pound of ad spend is returning.
The difference between a consultant and a London agency often comes down to who is actually in your account. At an agency, your budget may be managed by a junior exec rotating between 40 clients. With a specialist consultant, you deal directly with the person making every strategic decision — and you can hold them accountable. Not sure where your account stands? A PPC audit will show you exactly what's working and what isn't.
Who you're working with
"Most businesses don't have a Google Ads problem. They have a structure problem, a tracking problem, or an agency-accountability problem. My job is to find which one it is and fix it."
I'm a freelance PPC consultant specialising in Google Ads for ecommerce brands and B2C lead generation businesses across the UK. With over 12 years of experience managing campaigns — and more than £2 million in ad spend under management — I've seen what works, what doesn't, and where most London businesses are leaving money on the table.
My background is entirely in the channel. I'm not a generalist digital marketer who also does PPC — Google Ads is all I do. That focus means every recommendation I make is grounded in deep, current knowledge of how the platform actually works: how bidding algorithms behave, how Shopping feeds affect auction eligibility, how Performance Max interacts with standard campaigns.
I work with a deliberately small number of clients so that every account gets meaningful attention. You'll always deal with me directly — not a team, not an assistant, not an outsourced VA.
Is this right for you?
I work best with a specific type of business. If you recognise yourself in any of the categories below, we're likely a good fit.
Google Shopping and Performance Max are your primary channels. You want someone who understands feed structure, margin-based bidding, and SKU-level performance — not a generalist. Ecommerce PPC →
Plumbers, electricians, builders, installers — businesses where a phone call or form submission is the goal. You need tightly targeted Search campaigns and accurate call tracking.
You've been with an agency, results have plateaued or declined, and you want someone who can audit what's happening and fix it — without upselling you on services you don't need.
Not the right fit: Businesses with no conversion tracking in place and no budget to implement it, companies looking for a one-off setup with no ongoing management, or accounts spending under £500/month where management costs won't be justified by returns.
Verified results
Performance data is the only measure that matters in PPC. Here are accounts I've managed — with verifiable results from Google Ads.
An underperforming account with budget spread too thinly across poorly segmented Shopping campaigns, high CPCs on low-margin products, no clear priority bidding logic. Advanced Shopping segmentation — categorising products into Heroes, Sidekicks, and Villains — redirected spend toward highest-return SKUs.
A business heavily reliant on offline trade shows needed to build a scalable online revenue channel. Built and managed Google Ads presence from the ground up — Shopping, Search, and Performance Max — with a three-tier priority funnel bidding strategy that maintained efficiency while scaling spend significantly.
An established installer spending £6,000+/month on Google Ads with a cost per lead over £200 — and mixed quality enquiries that were wasting the sales team's time. A full restructure of the Search campaigns tightened keyword targeting to higher-intent queries, improved ad relevance, and cut wasted spend on broad terms generating unqualified traffic. Spend was halved while lead volume more than doubled.
What clients say
★★★★★"Stevie does a great job with our PPC — we are in a very competitive market and he has been able to keep costs for lead generation competitive. He's easy to deal with, full of ideas and responsive. Highly recommended."
★★★★★"Stevie did a great job for me. Possibly the most honest digital marketer I've met so far. Gave great down to earth advice."
★★★★★"We've had the pleasure of working with Stevie for three years, and we've been really happy with the results and his approach throughout."
"Our company has had the privilege of working with Stevie for many years. Easy to communicate with, happy to help, and an overall pleasure to work with. We've seen great results and converted sales."
"Stevie helped me out with my Google Ads advertising. Fast service, professional. Recommend 👍"
"Excellent service as always, very helpful and professional."
"Professional, knowledgeable, and prompt service."
"As somebody with limited experience using computers, I was very fortunate to discover Stevie Morris — a digital marketing specialist who helped me with my website and GA4 Analytics."
Consultant vs agency
London has hundreds of PPC agencies. Most follow the same model: win your contract, assign a junior account manager, rotate them every six months, and charge a management fee that doesn't flex with your results. A specialist freelance consultant operates differently.
You communicate directly with the expert managing your bids, budget, and strategy. No account manager acting as a go-between. No waiting for escalations. Same-day response guaranteed.
30-day rolling agreements only. You're not locked in for 6 or 12 months. If results aren't there, you can leave. That's the accountability a London agency typically won't offer.
No cookie-cutter templates. Every campaign structure, bidding strategy, and Shopping feed configuration is built around your margins, your product mix, and your growth targets.
London Market
London's paid search market is significantly more competitive than the UK average. CPCs for commercial keywords typically run 40–60% higher than national benchmarks — and budget gets wasted faster when campaign structure isn't right.
Areas Served
All London Boroughs
Central, North, South, East & West London
London Sectors
Ecommerce & B2C Lead Gen
Retail, home services, trades, professional services
London CPCs
40–60% above
UK national average — structure matters more here
Response
Same-day guaranteed
Direct access to Stevie — no account managers
The process
From first contact to live campaigns — here's exactly what to expect.
A 30-minute call to review your current account, understand your business goals, margins, and what's gone wrong before. I'll give you an honest assessment — even if it means telling you we're not the right fit.
If we proceed, I conduct a full audit of your Google Ads account — structure, bidding, conversion tracking, wasted spend, Shopping feed quality. You get a written strategy with prioritised recommendations before any work begins.
Campaigns rebuilt or restructured to the agreed strategy — new campaign architecture, keyword structure, ad copy, bidding setup, and conversion tracking verification. Everything documented and explained.
Monthly performance reports with plain-English commentary. Ongoing bid management, search term analysis, feed optimisation, and strategy refinement. Direct access to me whenever you need it — same-day response, always.
What's included
I manage the full Google Ads ecosystem — from initial account audit through to campaign build, ongoing optimisation, and performance reporting.
Keyword research, match type strategy, ad copy, Quality Score optimisation, and search term analysis. Targeting buyers at the point of intent.
Product feed optimisation, campaign segmentation, bidding strategy, and performance tiering across your SKU catalogue. The most commonly mismanaged channel in ecommerce.
Strategic Performance Max setup and management — asset group structure, audience signals, and feed-based scaling. Run alongside standard Shopping where appropriate.
Accurate conversion tracking is the foundation of every well-managed account. I audit and implement Google Ads tracking, Tag Manager setup, and GA4 goal configuration.
A structured audit of your existing account — campaign structure, keyword targeting, bidding, wasted spend, and growth opportunities. Delivered as a prioritised action plan. View PPC audit details →
Reconnect with visitors who didn't convert. Remarketing campaigns across Google Display Network to bring high-intent users back through the funnel.
Pricing
Simple, performance-aligned pricing with no setup fees, no hidden costs, and no long-term commitment.
£300 /month
For accounts up to £3,000/month ad spend
Most Popular
10% of ad spend
For larger ecommerce accounts scaling spend
Common questions
Get in touch
If you're spending money on Google Ads and not confident it's working as hard as it should, get in touch. I offer a free strategy call to review your account and give you an honest assessment of what's working, what isn't, and what I'd do differently.
