Independent paid media consultancy
Paid media consultant for better Google Ads performance
Account audits, campaign strategy and ongoing optimisation to help you use your advertising budget more effectively.
I’m Matt Walker, a freelance paid media consultant based in Weymouth, Dorset. I work with businesses across the UK on Google Ads, landing-page performance and conversion measurement.
15+ years’ experience
Across performance marketing, B2B and ecommerce
Work directly with me
From the initial review to agreed delivery
UK-wide support
Based in Weymouth, Dorset
Find your starting point
Where paid media consultancy can help
You may need an account audit, help launching campaigns or ongoing support to improve an existing Google Ads account.
B2B businesses
Complex products and longer buying cycles, where campaigns need to be assessed alongside enquiry quality, sales feedback and pipeline value.
Ecommerce brands
Online shops using Search, Shopping or Performance Max that need a clearer view of product priorities, margins and the return on advertising spend.
Growing businesses
Teams ready to test new opportunities or increase advertising activity with an agreed plan for targeting, measurement and budget allocation.
Stalled campaign performance
Accounts with rising acquisition costs, weak conversion rates or unclear results that need a focused review and a practical improvement plan.
What I can help with
Paid media consulting services
Google Ads is my core focus. The work can cover a specific account problem, a campaign build or ongoing optimisation, with the scope agreed around your goals.
Review the account
Account audits and campaign structure
Understand how the account is set up, where budget is being spent and what the conversion data can tell us. I identify issues and prioritise changes around your commercial goals.
- Campaign structure across Search, Shopping, Performance Max, YouTube and Display
- Search terms, match types, negative keywords and irrelevant spend
- Conversion tracking, attribution and data-quality checks
- Alignment between ads, landing pages and customer intent
- Budget distribution, bidding targets and conversion volume
The aim: A prioritised account review with clear recommendations and implementation guidance.
Build a focused plan
Search and performance strategy
Connect campaign decisions with the products, services and customers that matter to your business. I build a plan for targeting, messaging and testing that reflects your priorities and resources.
- Search intent and audience planning across the buying journey
- Campaign mapping by product, service, margin and sales priority
- Ad messaging and creative requirements for each audience
- Landing-page and offer alignment
- A testing plan with clear questions and agreed success measures
The aim: A campaign roadmap that explains where to focus, what to test and how results will be assessed.
Improve the customer journey
Creative and landing-page optimisation
Review the experience from the ad to the enquiry or purchase. I look at whether the message, page and next step work together, then identify useful improvements to test.
- Responsive search ads and Performance Max assets
- Landing-page clarity, supporting evidence and calls to action
- Form and booking journeys, with relevant event tracking
- Prioritised experiments for ads, offers and page changes
The aim: Clear briefs and testing priorities for improving the route from advertising to a useful customer action.
Measure the business outcome
Measurement, attribution and reporting
Assess campaign performance using conversion data and business feedback. I review what is being counted, how it is attributed and which measures are useful for your decisions.
- GA4 and GTM event design aligned with the customer journey
- Google Ads conversion actions, enhanced conversions where appropriate and duplication checks
- Attribution settings, lead-quality feedback and CRM handover requirements
- Reporting on acquisition costs, return on ad spend and enquiry or sales quality
The aim: Reporting that explains performance, measurement limits and the next decisions to make.
Agreeing spend and scope
Before work starts, we agree the consultancy scope, the proposed advertising budget and who is responsible for campaign, creative and landing-page changes. This makes the cost of the work and the media spend clear from the outset.
Paid media in practice
See the work behind the approach
Google Ads and ecommerce
Electromaker
Electromaker needed to grow sales through Google Ads while keeping a clearer view of spend and performance. The work combined campaign restructuring, purchase tracking improvements and a more deliberate approach to budget allocation.
The case study reports the account’s tracked conversion value and explains the changes to Search, Shopping and Performance Max activity.
Case study result
£800k+
Reported Google Ads conversion value for Electromaker
From review to action
How we work together
A standalone audit provides findings and recommendations. Project work and ongoing consultancy can take the agreed priorities through campaign changes, testing and review.
01
Audit and discovery
Review the account, search terms, tracking and landing pages alongside your budget, sales priorities and current performance. Establish a baseline and identify the main issues.
02
Opportunity mapping
Assess targeting gaps, irrelevant spend and conversion barriers. Prioritise opportunities by their likely business value, the evidence available and the effort involved.
03
Strategy and build
Define the campaign structure, keywords, audiences, creative and conversion measures. Agree the roadmap, budget and testing priorities before making changes.
04
Implementation
Build or update the agreed campaigns and check tracking, targeting and creative. Work with your designers or developers where landing-page changes are part of the scope.
05
Ongoing optimisation
Review search terms, placements, assets and budget allocation. Assess experiments and sales feedback, allowing for conversion delays and the data needed to judge a change.
06
Performance reporting
Explain the results, the quality of the recorded outcomes and the next actions. Review what is worth expanding, what needs further testing and where measurement remains limited.
Put reported returns in context
Reported conversion value needs context. We assess it alongside advertising spend, margins or lead quality, the time it takes customers to convert and the limits of the tracking. This helps us choose what to test and where further spend may be justified.
Working with an independent consultant
Why work with me?
Direct access
You work with me on the strategy and agreed delivery. We can discuss the reasoning behind a campaign change, resolve questions and keep responsibilities clear.
Commercial priorities
I consider your offer, margins, sales process and capacity alongside the account data. This helps keep campaign decisions relevant to the customers and outcomes your business needs.
For related organic search work, see the Electropages SEO case study.
A few practical details
Paid media consulting FAQs
Common questions about the work, timing, measurement and scope.
A paid media consultant plans, builds and improves advertising campaigns. My work focuses on Google Ads and can include account audits, campaign structure, targeting, ad copy, landing-page recommendations and conversion measurement. I prioritise the work around your business goals, budget and the quality of the enquiries or sales being recorded.
The timeframe depends on what needs changing, how many conversions the account records and how long customers take to buy. Initial fixes can be checked soon after they go live, while experiments and bidding changes need enough data to assess. I agree review points based on those factors and the work involved.
I assess cost per acquisition or return on ad spend alongside lead quality, sales outcomes and margins where data is available. ROAS relates reported conversion value to advertising spend; a fuller ROI assessment also needs profit and other cost information. Conversion tracking, sales feedback and attribution limitations all inform the interpretation.
Google Ads is my primary focus, including Search, Shopping, Performance Max, YouTube and Display. I can also help align landing pages, tracking and reporting with your wider marketing activity. We agree the platforms, deliverables and responsibilities in the scope before work begins.
Pricing depends on the account’s complexity and whether you need a focused audit, campaign build or ongoing support. After reviewing your brief, I provide a proposed scope and quote that explain the work covered. We also discuss the advertising budget and any creative, tracking or website changes needed to support the campaigns.
Your next step
Let’s work out what your campaigns need next
Tell me about your business, your current campaigns and what is not working as well as it should. We can discuss the most useful place to start.
Based in Weymouth, supporting businesses across Dorset and throughout the UK.