Large agency
More headcount and specialist departments. Your account is often one of many, handled by whoever has capacity, with an account manager between you and the work.
Google Ads consultant
A Google Ads consultant, not a call centre
Whether you're looking for a Google Ads expert, a specialist, an Adwords consultant, or just someone to actually manage the account properly, this is one person running it, not a rotating cast of juniors at a big agency.
Since 2022Managing Google & Meta ads
£1m+Ad spend managed
5,000+Leads generated for clients
The problem
Who actually touches your account?
At larger agencies it's common for the people who pitch the work and the people who log in on a Tuesday to be different people. Your account can sit with a junior managing dozens of others, with an account manager relaying updates rather than making the changes.
A dedicated consultant flips that: the person you speak to is the person in your account, which means faster answers, decisions made with full context, and nobody learning your business on your budget.
The options
Consultant, agency or in-house
In-house or DIY
Full control and no management fee, but it needs real weekly time and platform knowledge. Mistakes are paid for in wasted spend.
Dedicated consultant
One person who knows your account, directly reachable, without the overhead of an agency structure. Best suited to small and mid-size service businesses.
Who you'd work with
One specialist, hands-on
Edward Eaton has managed Google and Meta ads since 2022 across healthcare, home improvement, hospitality and education accounts, with more than £1m of ad spend managed. You get the person doing the work, with the reasoning behind every change shared, not a dashboard you never log into.
You'll hear this job called a Google Ads expert, specialist, consultant, Ads manager, or "campaign manager". "Adwords" is simply Google Ads' old name before the 2018 rebrand. They all describe the same role: someone who plans, builds and actively manages your account.
What's included
What you get
- Direct access to the person actually managing the account, not an account handler relaying to someone else
- Campaign structure, keyword research and ad copy built around your services
- Weekly hands-on optimisation, not a set-and-leave account
- Conversion tracking that ties spend to actual booked work
- Plain-English reporting instead of a dashboard full of jargon
Results
What consultant-led management has produced
Healthcare, 15 months
388 conversions at £25.64 each, the cost holding steady as volume grew.
Media walls
1,737 tracked conversions at a £16.05 blended cost per acquisition.
Higher-value physiotherapy
277 conversions at $61.79 each, aimed at committed treatment cases.
How it works
Understand. Plan. Launch. Scale.
An engagement starts with an honest look at where the account is today.
1
Audit
Structure, search terms, tracking and landing pages reviewed, with a plain list of what's wasting spend.
2
Plan
What to fix first, what to build, and the targets we'll be judged against.
3
Rebuild and launch
Campaigns restructured around service and intent, tracking verified, changes made carefully rather than all at once.
4
Optimise weekly
Search terms, bids, copy and budgets reviewed every week, with a short report on what changed and what it produced.
★★★★★"Edward is an expert in his field and has only brought a driven attitude to provide quality results."
★★★★★"It was a pleasure working with Edward on our project. We were new to Google Ads and he walked us through it step by step, with insight that would have taken us a while to figure out. We'll definitely be using Edward again."
FAQ
Common questions
What does a Google Ads consultant actually do?
Structures your campaigns around real buyer intent, writes and tests ad copy, manages bids and budget, builds keyword and negative-keyword lists, sets up conversion tracking, and reviews the account every week rather than setting it up once and leaving it.
Is a consultant better than an agency for a small business?
It depends what you value. A large agency has more bodies and specialist departments, but your account often sits with a junior who is managing dozens of others. A consultant or specialist means one person who knows your account properly and is directly reachable, which tends to suit smaller, hands-on businesses best.
How much does a Google Ads consultant cost?
Management is a monthly fee on top of ad spend, scoped to the size and complexity of the account rather than a flat rate. Book a call and you'll get a straight number.
What's the difference between a consultant, a specialist and an Ads manager?
In practice, not much. Consultant, specialist, expert and Ads manager all describe the same core job: someone who plans, builds and actively manages your Google Ads account. The label people search for varies more than the actual service.
Do you work with Google Campaign Manager 360?
That's a separate Google product for ad serving and measurement at larger advertisers. This page is about managing Google Ads campaigns (Search, Performance Max and Local) for service businesses.
Next step
Tell us where things stand
Share your current spend and targets. You'll get a straight answer on what's realistic and how we'd get there.