Account & campaign structure
Structure aligned to intent and deal value, so budget concentrates where opportunities come from.
Google Ads Consultant · B2B & SaaS
Google Ads that feed pipeline, not just clicks.
Hands-on Google Ads for B2B and SaaS, wired to your CRM so the account optimises to qualified pipeline — not cheap clicks.
This is for you if
Accounts generating volume but not quality.
- Leads come in, but sales says they are poor quality
- CPL keeps rising while conversion rates fall
- The account is optimising to form-fills, with no revenue signal feeding back
- An agency runs it, but reports on clicks and impressions rather than pipeline
- You are spending £3k–£50k+ per month and cannot say the true cost per opportunity
- Landing pages have not been touched since the campaigns launched
What I actually work on
Full-stack paid search, not just bid management.
Google Ads performance in B2B is decided as much outside the account as inside it — the offer, the landing page, the conversion signal, the CRM connection. I work across all of it.
Conversion signal design
Offline conversion tracking and value rules from your CRM, so the auction optimises to qualified pipeline.
Landing pages & offers
Pages and offers matched to intent — the highest-leverage fix in most underperforming accounts.
Search, PMax & LinkedIn interplay
The right role for each campaign type in a B2B funnel, and honest calls about what not to run.
Budget & CAC governance
Spend scaled against cost per opportunity and payback, with a clear stop-loss when economics break.
Reporting that survives scrutiny
Pipeline and revenue by campaign in your CRM — numbers a founder or board can trust.
How it works
Review first, then rebuild or manage.
01
Account review
A structured audit of the account, tracking, landing pages, and CRM data: where money is being wasted, what quality signal exists, and the realistic upside.
02
Rebuild
Restructure campaigns, install proper conversion signals, fix the landing pages, and connect lead quality feedback from the CRM.
03
Ongoing management
Hands-on optimisation against cost per opportunity, with monthly commercial reporting. Many clients extend this into wider demand generation or fractional CMO work.
Related
Bigger than an ads problem?
Paid search often surfaces deeper issues — qualification, lifecycle, measurement. These engagements pick up where the account ends.
- 01Demand generation consultantWhen the whole traffic-to-pipeline system needs to work, not just one channel.
- 02HubSpot consultantWire lead quality, attribution, and lifecycle into the system behind the ads.
- 03Fractional CMOSenior ownership of marketing, with paid search as one lever among several.
- 04PricingProject, Growth Partner, or Fractional CMO — pick the level of commitment.
Related writing
Usually asked first.
01Paid
B2B Paid Ads Measured in Pipeline, Not Clicks
How to run Google Ads and LinkedIn so spend maps to qualified opportunities, not form-fills and vanity ROAS.
Read02Systems
Marketing Attribution That Survives Board Scrutiny
A working marketing attribution setup for B2B: models compared, CRM plumbing, honest limits, and reporting a board will actually trust.
Read03Strategy
CAC Payback Period: the Metric Boards Agree On
How to calculate CAC payback period properly, what good looks like by stage, and how to use it to set marketing budgets founders can defend.
ReadFAQ
Common questions.
Our ads generate leads but sales says they are poor quality. Can that be fixed?
Usually, yes — and it is the most common problem I see. The account is optimising to form-fills because that is the only signal it has. The fix is feeding qualified-opportunity data back from your CRM as offline conversions, tightening the offer and landing page, and restructuring towards the intent that produces real deals. Quality is an input problem, not a bidding problem.
Do you work as a Google Ads consultant in the UK?
Yes. I work with UK B2B and SaaS accounts as a Google Ads consultant: campaign structure, conversion signals, and landing pages built for qualified pipeline rather than click volume.
What size of ad spend do you work with?
Typically £3k to £50k+ per month. Below that, the audit often concludes that budget is better spent on conversion or organic foundations first — and I will tell you that rather than take the engagement.
How are you different from a PPC agency?
Two things. First, the work extends beyond the account into landing pages, offers, CRM signals, and attribution — where most of the performance actually lives. Second, accountability is commercial: cost per opportunity and pipeline, not click-through rates. You also deal with the person doing the work, not an account manager.
Do you do one-off audits?
Yes. The account review works as a standalone project with a prioritised fix list you can implement internally or with your agency. Many clients then ask me to implement it, but there is no obligation.
Find out what your account is really costing you.
Request an account review: a straight assessment of wasted spend, missing signals, and the realistic upside — with numbers, not opinions.