Freelance PPC consultant for technical companies, specialising in crypto, fintech and B2B tech
I run paid search and paid social for crypto, fintech and B2B technology companies, judged on what each lead, deposit or sale costs. I set the strategy, fix the tracking and lead the accounts across Google, Microsoft Ads, Meta, LinkedIn, X, Reddit and TikTok, on my own or alongside your agency.
Paid media judged on what it costs to win a customer
More leads at a lower cost, for a hardware maker’s global accounts and a consumer brand’s customer-support line.
Numbers I’m proud of
- 3.2×Return on ad spend after the paid search rebuild
- +$2.1MIncremental ASIC sales attributed to SEO and paid search
- +248%Leads for Baxi’s customer-support line, Q1 2020 on Q1 2019, at £5.58 a lead against £5.89
- £2.22Cost per lead on Baxi’s branded repairs campaign, with 99% impression share, January to March 2020
“The technical depth and speed Oliver brought were game-changing. In six months we jumped from invisible to dominating key searches, and our ad spend is now one of the highest-ROI channels company-wide.”
Start with an audit, bring me in to lead the accounts, or have me keep your agency on target.
PPC audit
A fixed fee of £1,800
Tracking review
Conversion tracking, attribution and the data passed back to each platform, checked against the leads and sales your business records.
Spend review
Search terms, audiences, placements and bidding, with the spend that isn’t producing results ranked by cost.
90-day plan
Account structure, budgets by channel and the tests to run, each with an owner and a measure.
Fractional paid media lead
Monthly, from £4,000
Running the accounts
I set the strategy and run the campaigns across the platforms that suit your audience, with creative briefs for your designers.
Reporting against targets
Cost per lead, return on spend and the pipeline or revenue paid media produced, reported against the targets we set at the start.
Agency oversight
£450 a day, as you need it
Targets and briefs
I set the targets your agency works to and write the briefs it works from.
Reviews
I review the agency’s plans, accounts and reports, check what was delivered, and flag spend that isn’t moving the targets.
A fixed fee of £1,800 covers up to three ad platforms for one business in one market. Bigger builds, such as more platforms, more markets or a full account rebuild, are scoped and priced before we start.
What you get
How the work runs
Day 1
Kick-off
A call on your targets and your market, and read access to the ad accounts and analytics.
Week 1
Research
The tracking and spend reviews on each platform, the competitor review and, for regulated products, the policy check.
Week 2
Findings and plan
The findings ranked by cost with their evidence, the 90-day plan and the briefs for your designers.
End of week 2
Walkthrough
We go through the findings and the plan together, with whoever will run the accounts.
Day 30
Check-in
A call a month after the handover on what has moved and what to change.
After the handover your team runs the plan, or I run it with them as your fractional paid media lead. Full pricing
Yes, within each platform’s rules, and in the UK within the FCA’s rules on financial promotions. I plan the approvals into the schedule, so a launch isn’t held up by them.
Google
Crypto exchanges and software wallets advertising to the UK must be registered with the FCA and certified by Google before their ads can run.
Meta
Ads for crypto trading, swapping or staking services need Meta’s prior written permission, which rests on holding an accepted licence or registration.
The UK
Since October 2023, crypto promotions to UK consumers must be made or approved by an FCA-authorised firm or a registered crypto firm. They carry the FCA’s risk warning and can’t offer incentives such as refer-a-friend bonuses.
The audience
Crypto and finance audiences are sceptical of ads. Copy that explains the product does better than copy that promises a return, and it is also the copy compliance will approve.
Crypto, fintech and B2B technology companies spending £20,000 or more a month on ads, or planning to.
- Crypto and Web3 products
- Exchanges, wallets and protocols that need platform approval before they can scale, and a sceptical audience after it.
- Fintech and financial services
- High-value conversions under strict ad and promotion rules, where tracking has to hold up to scrutiny.
- B2B SaaS and technology
- Long sales cycles on Google and LinkedIn, where a lead is judged by whether it becomes pipeline.
- Teams with an agency in place
- Companies paying an agency a percentage of spend that want someone senior setting the targets and checking the work.
- Launches
- A product or market launch that needs paid reach in weeks, not months.
Who will I work with?
You work directly with me throughout the engagement.
I’ve run paid search and social for almost two decades: agency-side, where I led paid and organic teams for clients including Baxi, then freelance for clients including Bitmain, where I rebuilt the Google and Meta accounts. I now lead marketing at a regulated digital-asset firm.
Questions before an engagement
Something not covered here? Ask me directly.
What does a PPC consultant do?
PPC means pay-per-click: ads you pay for when someone clicks, on Google, social platforms and elsewhere. A PPC consultant plans those campaigns, sets up the tracking that shows what each one returns, runs or oversees the accounts, and reports on the cost of each lead or sale.
How much does a PPC consultant cost?
The PPC audit is a fixed fee of £1,800. As your fractional paid media lead I work on a monthly retainer from £4,000, and advisory days are £450. Agencies commonly charge 10–20% of ad spend, which is £2,000 to £4,000 a month on £20,000 of spend. No percentage of spend, no markup on media and no lock-in contracts.
What budget do I need for PPC?
Enough for each campaign to get a few dozen conversions a month, so the platform can learn and the results mean something. For the retainer to make sense, that is usually £20,000 a month or more across platforms. On a smaller budget, the audit and a plan your team can run are the better buy.
Which platforms do you run ads on?
The ones your buyers use. Google (Search, YouTube, Display and Performance Max) and Microsoft Ads for people searching for what you sell. Meta for consumer audiences, retargeting and launches. LinkedIn for B2B buyers by job title, company and seniority. X for crypto and developer audiences. Reddit for communities researching a purchase in depth. TikTok for younger audiences and launches that suit short video.
Is Google Ads worth it in the UK?
For companies that know what a lead or sale is worth, usually yes: you pay for people who are searching for what you sell. It stops being worth it when tracking can’t tell a sale from a click, which is the first thing the audit checks.
Should I invest in PPC or SEO?
Usually both, for different jobs. Paid search buys demand now and tells you within weeks which terms convert. SEO builds the same positions over months at no cost per click. I run both, and the paid data often decides what the SEO work targets first.
Should I hire a PPC consultant or an agency?
If you need someone to set the direction and run the accounts, a consultant is usually the better buy: one senior person, paid a fixed fee rather than a percentage of your spend. If you need large-scale creative production, an agency has the people. I can also set the targets and check the work of the agency you have.
Can you advertise crypto on Google and Meta?
Yes, with conditions. Google requires UK crypto exchanges and wallets to be registered with the FCA and certified by Google; Meta needs its prior written permission; and UK promotions must be made or approved by an FCA-authorised firm or a registered crypto firm. I plan those approvals into the schedule so a launch isn’t held up by them.
Can you run LinkedIn ads for B2B?
Yes. LinkedIn costs more per click than Google or Meta, but it is the one platform that targets by job title, company and seniority, which makes it worth the cost when a single customer is worth thousands.
Do you manage the creative?
I write the ad copy and brief the creative. For video, display and social, I work with your designers or a freelancer you choose.
How do you measure success?
Cost per lead or sale, return on ad spend, and the pipeline or revenue paid media produced, against targets agreed at the start. Click-through rate and quality score are diagnostics, not results.
What do you need from us?
Access to the ad accounts and analytics, someone who can approve copy and answer product questions, and for regulated products, a contact in compliance.