Paid search
Freelance paid search specialist for PPC Advertising
I plan, build and manage paid search campaigns on Google and Microsoft, so your business appears when people search for what you sell. You get one freelancer with over 10 years of experience, and no account manager in between.
What is paid search?
What paid search is and why it works
Paid search puts your ad at the top of the results page when someone searches for a product or service like yours. You pay when they click, which is why it is also called PPC or pay-per-click.
It works because of intent. Most advertising interrupts people. Paid search answers a question they have just asked, which makes it the most direct route from marketing spend to an enquiry or a sale.
The platforms make it easy to start and easy to waste money. The difference is in the detail: which searches you pay for, what the ad says, where the click lands and whether you can measure what happened next.
Paid search is a good fit if
- People already search for what you sell.
- You want enquiries or sales soon, not in six months.
- You can say what a new customer is worth to you.
- Your website gives visitors a clear next step.
Not sure? Tell me about your business and I will be honest about whether paid search is right for it.
Platforms
Paid search platforms I manage
Two platforms cover almost every search made in the UK. Most businesses should start with one and add the other later.
Google Ads
Google is the largest search engine by a distance, and where most paid search budgets should start. Alongside search ads, the same account reaches people through Shopping, YouTube, Gmail and millions of websites.
I manage every campaign type, for both e-commerce and lead generation, and I am a Google Partner.
Microsoft Ads
Microsoft Ads puts you on Bing and the wider Microsoft search network, which includes Yahoo and DuckDuckGo, and reaches people searching through Windows, Edge and Copilot.
The audience is smaller than Google, but there is often less competition for the same searches. Campaigns can be imported from Google Ads, and you can target by LinkedIn profile data such as company, industry and job function, which makes it useful for B2B.
What's included
What paid search management includes
The same work goes into every account, whichever platform it runs on.
Keyword research
Finding the searches that signal intent to buy, and the negative keywords that stop you paying for the ones that do not.
Campaign structure
Campaigns and ad groups organised so budgets, bids and messages can be controlled by product, service and location.
Ad copy and assets
Ads written to match what the person searched for, with sitelinks, callouts and other assets so you take up more of the page.
Bidding and budgets
Choosing the right bid strategy for the data you have, and moving budget towards what is producing results.
Conversion tracking
Calls, forms and sales tracked accurately, so decisions are based on outcomes and not on clicks.
Reporting
A clear monthly report in plain English: what was spent, what it produced and what I am changing next.
Beyond search
Where paid search fits with your other channels
Paid search captures demand that already exists. Other channels create that demand, or convert more of it.
Paid social
Meta and LinkedIn ads reach people before they search, by audience and interest and not by keyword. They work well alongside paid search to build demand and bring visitors back.
ChatGPT Ads
People now ask AI assistants the questions they used to type into a search engine. ChatGPT Ads put your business into those conversations. It is a new channel, and I can advise on whether it is worth testing.
CRO
Conversion rate optimisation tests and improves your landing pages, so more of the clicks you pay for turn into enquiries and sales.
How I work
Simple, from first call to monthly report
Intro call
We talk through your business, your goals and what you have tried so far.
Audit and plan
I review your accounts, website and tracking, then set out a clear plan.
Build and launch
I set up the campaigns, pages and tracking myself and get them live.
Optimise and report
Ongoing improvements, with a clear report at the end of each month.
Results
Paid search results
Reduced CPA by 300% within first 3 months
Taking over an underperforming account from a large national company and turning it around within a few months.
Over £10,000 in sales and 110+ enquiries
Managing the Google Ad Grant account for an educational and cultural charity, using grant budget alone.
"He's an absolute expert in his field, incredibly available, flexible, and always ready to listen. You genuinely feel you're in safe hands from start to finish. And most importantly, the results are truly there."
Christopher Texier
FAQ
Paid search: common questions
What is paid search?
Paid search is advertising on search engines such as Google and Bing. Your ad appears when someone searches for a term you have chosen, and you pay when they click. It is also known as PPC, pay-per-click or search engine marketing.
What is the difference between paid search and SEO?
Both put you on the results page. With paid search you pay for each click and can appear within days. SEO earns unpaid positions over months through content and technical work. Paid search is faster and easier to control, and the two work well together.
Should I use Google Ads or Microsoft Ads?
Start with Google Ads in almost every case, because that is where most searches happen. Microsoft Ads is worth adding once Google is working, particularly for B2B.
How much does paid search cost?
You set the budget. The cost of a click depends on your industry and how many advertisers want the same search. Local businesses can start from £300 to £500 a month in ad spend. [Add your management fee here.]
How quickly does paid search work?
Ads can appear and bring clicks within days of going live. It usually takes 30 to 90 days to gather enough data to optimise properly.
Do you manage paid social as well?
Yes. I manage Meta and LinkedIn campaigns alongside paid search, and they often share the same tracking, landing pages and reporting. See paid social.
Get in touch
Let's talk about your marketing.
Choose whichever is easiest. I’ll tell you honestly where I can help.
Send me a message
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