How To Find A Paid Search Marketing Expert

Finding a paid search marketing expert could feel a bit overwhelming when you’re running a small UK business and watching every pound. You want results without wasting budget, and you want plain English. You will see PPC used for lots of things in the UK, so here I’m talking about paid search and pay per click on Google and Microsoft.

What a paid search specialist actually does

A good pro sets up and manages Google Ads and Microsoft Advertising so your brand shows when people search. They research keywords, match types, and intent to build campaigns for leads or sales. They write responsive search ads, set ad assets, and nudge Quality Score in the right direction. They manage bids and budgets, using strategies like tCPA and tROAS where they fit. They set up tracking via GA4, conversion tags, UTMs, and call tracking so you can see what’s working. They improve landing pages and CRO so clicks have a fair shot at converting. They mine search term reports, add negative keywords, and cut waste. They test, learn, and iterate so every quid works harder.

Key channels and formats.

• Core search campaigns, Dynamic Search Ads, and RSAs.
• Shopping ads and Performance Max where relevant.
• Remarketing lists and customer match for follow‑up.
• Brand vs non‑brand strategy to protect and grow.

When you might need help

• Cost per lead is creeping up and results feel patchy.
• You’re new to Google Ads and don’t want to burn cash.
• You sell online and want to scale Shopping or Performance Max safely.
• You need clean conversion tracking and sensible reporting.
• You’re moving from agency to in‑house and want a calm handover.

Where to look

• Ask trusted UK business owners for referrals.
• Join UK marketing communities and LinkedIn groups.
• Check recognised partner programmes and certifications.
• Explore specialist directories that focus on paid search.
• Consider freelancers and small agencies with UK case studies.

Tip.

Favour people who show their working and share practical examples.

Shortlisting checklist

Use this fast filter.

• Experience match. Sector knowledge or similar purchase cycles.
• Evidence. Case studies with numbers, not fluff.
• Access & transparency. Your ads account stays in your ownership.
• Tracking. GA4, tag audits, and server‑side options explained in plain English.
• Testing mindset. Clear hypotheses and simple experiment logs.
• Comms. Short weekly notes and a monthly summary you can skim in 2 minutes.

Questions to ask

Strategy.

• How would you split brand vs non‑brand for us.
• When would you use broad match vs phrase or exact.
• What’s your view on Performance Max for our goals.

Execution.

• How will you build our negative keyword list.
• What ad assets will you test first and why.
• How do you approach Shopping feeds and titles.

Measurement.

• Which conversions will you optimise for and how will you de‑dupe them.
• How will you use GA4 alongside ads platform data.
• What weekly dashboard should I expect.

Money.

• Which pricing model do you suggest and why.
• What’s in scope each month and what isn’t.
• How do we exit without drama if it’s not working.

Answers to listen for.

• Plain language and clear trade‑offs.
• No guarantees of position or volume.
• A plan to test and learn with small bets first.

Verify credentials

• Ask for an anonymised account audit with quick wins and risks.
• Request two UK client references you can call.
• Check certifications and real activity, not just badges.
• Look for talks or write‑ups that show current thinking.
• Confirm GDPR‑friendly data handling and consent.

What it might cost

There are a few common approaches. Pick the one that fits your spend, goals, and risk appetite.

A quick note on “pay on results”.

This could suit lead gen with tight QA, but terms need to be watertight. Beware per‑lead deals without quality controls.

How to brief them

Use this simple template. Copy, paste, and fill it in.

Company. What you sell and who buys it.

Goal. Leads, sales, or revenue target.

KPIs. CPA, ROAS, gross margin guardrails, or cost per qualified lead.

Audience. Segments, locations, devices, and any exclusions.

Offer. Prices, promos, and proof points.

Past data. Last 6–12 months of ads and GA4 highlights.

Tracking. Conversions to count and how we will validate them.

Constraints. Budget, seasonality, and compliance.

Landing pages. URLs, page speed, and CRO notes.

Success check‑ins. Weekly wins, monthly deep‑dive, and 90‑day review.

Red flags

• Guarantees top position or fixed lead volumes.
• Won’t give you admin access to the ads account.
• Avoids search term reports or negative keywords.
• Runs only Smart campaigns with no rationale.
• Ignores landing pages and CRO.
• Can’t explain conversion tracking in simple terms.
• Uses jargon to dodge straight answers.

Working together

• Agree a simple measurement plan before launch.
• Start with a 90‑day roadmap and small, reversible tests.
• Get a weekly note: spend, results, changes, and next moves.
• Review a monthly dashboard: trends, search terms, and experiments.
• Hold a quarterly strategy session: keep or kill.

FAQs

Is PPC the same as what you’re describing.

PPC is a broad term, but here we mean pay per click on search engines. A specialist focuses on search intent and queries rather than display or social.

Do I need big budgets.

Not always. A good tester could find pockets of profitable demand with modest spend.

How quickly might I see results.

You could see early signals within weeks, though reliable trends usually take longer.

What access should I keep.

Your business should own the ads account, GA4, and all data. Give the pro admin access, not the other way round.

Which platforms are covered.

Google Ads and Microsoft Advertising are the main ones in the UK.

What reports should I expect.

A weekly summary and a monthly deck with actions, not just charts.

Will Performance Max replace the human bit.

Automation helps, but a person still sets goals, data, and creative direction.

Can I find a PPC specialist on Fiverr?
Yes – check out our review of Fiverr for more information, and things to look out for.

Glossary

GA4. Google Analytics for tracking and reporting.

Quality Score. A signal of expected ad relevance and experience.

tCPA / tROAS. Bid strategies that target a cost per action or return on ad spend.

RSA. Responsive Search Ads that test multiple headlines and descriptions.

Negative keywords. Terms you block to avoid wasted clicks.

UTM. Tags added to URLs so analytics can attribute traffic.