Platform and channel specialists
Hire a PPC Specialist/Consultant/Lead | SEM Specialist
A PPC specialist runs pay-per-click advertising across search, display and shopping. I build campaigns around intent, write ads, manage bids and negatives, and report cost per result against a target agreed up front. I led paid-search and lead-generation work in agencies and in-house. It suits advertisers who want steady, measured paid acquisition.
Pricing is scoped to each project. Book a call and I will tell you what yours involves.
- 10 yearsin digital growth
- 4 marketsUK, Australia, USA and Bangladesh
- 30-60-90day plan with a written checkpoint
- 1 callto scope your project
The role
What a PPC specialist does
As your PPC specialist, I build keyword and audience structure from intent, write ads and test variations against the control, and report on cost per lead or sale, click-through and conversion rate and wasted spend removed. I work hands-on: I do the work myself, inside your accounts and files, and show you the output every week.
Before
You pay per click but cannot say what a lead or sale costs, or which keywords produce them.
With me as your PPC specialist
- Build keyword and audience structure from intent
- Write ads and test variations against the control
- Manage bids, budgets and negative keywords weekly
- Report cost per lead or sale and what changed
Deliverables
Services and deliverables
Everything I do as a PPC specialist falls into four groups of work. Each group produces something you can open, read and check, not just activity.
- 01
Build keyword and audience structure from intent
- 02
Write ads and test variations against the control
- 03
Manage bids, budgets and negative keywords weekly
- 04
Report cost per lead or sale and what changed
Common mistakes
Platform-specific tactics and common mistakes
Most problems I find fall into the same few patterns. Two of the most common are listed below, and an audit usually finds more of them in the first week.
Bidding on broad terms without negative keywords.
Sending all keywords to one general landing page.
Pricing
How pricing works
The cost of hiring a PPC specialist depends on the number of ad platforms and campaigns, the monthly spend level and geographic reach, the number of channels or platforms involved, the size of the team I work with, how long we work together and how quickly you need results. I scope every engagement to your situation and do not publish rates, so you pay only for the work your business needs.
What changes the scope
Number of ad platforms and campaignsMonthly spend level and geographic reachThe number of channels or platformsTeam size and who needs to be managedLength of the engagementHow fast you need results
- Project
A defined piece of PPC specialist work with a start, an end and agreed deliverables.
- Monthly retainer
Ongoing PPC specialist work with a fixed monthly scope, reviewed every month.
- Fractional or part-time
A set number of days or hours each week, with me working inside your team.
Freelancer vs agency vs in-house for PPC specialist work
| Option | Speed | Control | Accountability | Flexibility |
|---|---|---|---|---|
| Freelancer (me) | Starts within days of agreeing scope | Direct access to the person doing the work | One named person answers for results | Scale up or down by month |
| Agency | Slower to start; account and delivery teams | Work passes through several people | Shared across a team and account manager | Fixed packages and notice periods |
| In-house hire | Slowest: recruiting and onboarding first | Full day-to-day control | Direct line manager, but one person covers many tasks | Long-term commitment, harder to change |
First 90 days
Process and timeline: first 30, 60 and 90 days
I start with an audit, fix the highest-impact problems, then run the platform on a weekly rhythm. These are the three phases.
- Days 1-30
Audit the account, tracking and spend by keyword.
- Days 31-60
Rebuild structure, ads and negatives.
- Days 61-90
Review weekly and move budget to winners.
Proof
Case studies with numbers
These are real projects from my own records, with the first number shown exactly as it is reported in the full case study.
Tools
Tools and stack
I work with the tools you already own wherever possible, so you keep control of the accounts and the data. For PPC specialist work the stack usually includes Google Ads and Microsoft Advertising, GA4 and Google Tag Manager, search-term reports and Looker Studio.
The stack
Google Ads and Microsoft AdvertisingGA4 and Google Tag Managersearch-term reportsLooker Studio
Compare
Freelancer, agency or in-house
A Google Ads expert goes deep on Google's tools; a PPC specialist runs pay-per-click across platforms, with one view of cost per result.
Before the call
What to prepare before the call
Bring these to the call so we can scope the work in one conversation.
What to prepare before the call
- Ad account access
- Monthly budget and current results
- Your top products or services by margin
- Where ads send traffic
Questions
Frequently asked questions
Straight answers on scope, timing and fit. Pricing is always scoped to your project.
What does a PPC specialist do?
As your PPC specialist, I build keyword and audience structure from intent, write ads and test variations against the control, manage bids, budgets and negative keywords weekly and report cost per lead or sale and what changed. I do the work myself and show you the output every week.
How much does it cost to hire a PPC specialist?
Cost depends on the number of ad platforms and campaigns, the monthly spend level and geographic reach, the number of channels or platforms, team size, engagement length and how quickly you need results. I scope each project individually instead of quoting a standard rate. Book a Call for a scoped quote and I will tell you exactly what your situation involves.
Freelance PPC specialist vs agency: which is better?
A Google Ads expert goes deep on Google's tools; a PPC specialist runs pay-per-click across platforms, with one view of cost per result. A freelancer gives you direct access and flexible commitment; an agency adds a larger bench. Tell me what you need on a call and I will say honestly which suits you.
When should I hire a PPC specialist?
Hire a PPC specialist when you pay per click but cannot say what a lead or sale costs, or which keywords produce them. If that sounds familiar, a short call is enough to confirm whether the role fits or whether something simpler would do.
What should I ask before hiring a PPC specialist?
Ask how they separate brand from non-brand spend in reporting. Ask how often they review search terms. Their answers matter less than whether they answer plainly, with specifics you can check. Book a Call and I will answer this for your specific situation. I explain my reasoning in plain English, so you can judge it for yourself.
How long until I see results from a PPC specialist?
Timing depends on your starting point and the channel. In the first 30 days I audit the account, tracking and spend by keyword. By day 60 I rebuild structure, ads and negatives. By day 90 I review weekly and move budget to winners. We agree these checkpoints before work starts.
Do I need a PPC specialist or can I use the platform's built-in tools?
The platform's own tools cover the basics, and for a small account they can be enough. A PPC specialist adds value when you want to avoid common mistakes. Typical problems I fix: bidding on broad terms without negative keywords. sending all keywords to one general landing page.
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