Expert Google Ads and PPC management for SMEs in Telford, Shropshire and across the UK. Performance-focused campaigns from a Chartered Strategic Manager – not a faceless agency. Strategic paid search that delivers measurable returns, not wasted ad spend.
I’m Laurren – a Chartered Strategic Manager and independent PPC consultant based in Telford, working with SMEs across the West Midlands and UK. With over 15 years of experience across digital marketing, I’ve led paid campaigns for brands in health, skincare, FMCG, manufacturing, and local government.
PPC is one of the fastest ways to drive qualified traffic — but without the right strategy, it’s also the fastest way to burn your budget. I help small and medium-sized businesses build and manage Google Ads campaigns that deliver sustainable, measurable returns.
Comprehensive Google Ads Management for UK Businesses
As an independent Google Ads consultant, I provide strategic PPC management across all campaign types – not just generic search ads.
Google Ads Services I Provide:
- Google Search Campaigns: Capturing high-intent searches when potential customers are actively looking for your products or services. Strategic keyword targeting, ad copy optimisation, and bid management to maximise ROI.
- Google Shopping Campaigns: For e-commerce and retail businesses, I build and optimise Shopping campaigns that showcase your products directly in search results, driving qualified traffic and sales.
- Google Display & Remarketing: Re-engage website visitors who didn’t convert first time. Strategic remarketing campaigns that bring interested prospects back at lower cost-per-click.
- Performance Max Campaigns: Google’s AI-driven campaign type for businesses wanting to maximise reach across all Google properties (Search, Display, YouTube, Gmail). I handle setup, asset creation, and ongoing optimisation.
- Local Service Ads: For service-based businesses in Telford, Shropshire and beyond, I can set up and manage Local Service Ads to capture customers in your service area.
What Google Ads Management Includes:
- Strategic keyword research aligned to your customer intent and budget
- Ad copywriting & split testing to improve click-through and conversion rates
- Audience targeting & segmentation to avoid wasted spend
- Conversion tracking setup (Google Tag Manager, GA4 integration)
- Bid strategy optimisation (manual and automated bidding strategies)
- Monthly performance reviews with clear reporting and strategic recommendations
- Landing page recommendations to improve Quality Score and conversion rates
This is hands-on Google Ads management for SMEs in Shropshire and across the UK who want strategic oversight, not just someone pressing buttons.
Why Choose a PPC Consultant Over a PPC Agency?
When it comes to managing your Google Ads, you have two main options: hire an agency or work with an independent PPC consultant. Here’s why many Shropshire and West Midlands businesses choose the consultant route:
Working with a PPC Consultant:
- Direct Access to Experise: You work directly with me, not a junior account manager. Every decision is made by someone with 15+ years of strategic marketing experience.
- No Minimum Contracts: Many agencies lock you into 6-12 month contracts. I offer flexible arrangements based on your needs and budget.
- Transparent Pricing: You know exactly what you’re paying for. No hidden fees, no percentage of ad spend commissions that incentivise agencies to increase your budget regardless of performance.
- Strategic Thinking First: Agencies often have targets to hit. I start with: “Is PPC the right channel for you?” If it’s not, I’ll tell you and suggest alternatives.
- Lower Overheads: Without agency overheads, you get senior-level expertise at a fraction of the cost of traditional agency rates.
When to Choose an Agency:
Agencies make sense if you need a full-service team handling multiple channels simultaneously (PPC + SEO + Social + Creative). But if you want strategic, hands-on Google Ads management from someone who genuinely understands your business goals, a consultant is often the better fit.
Based in Telford and working with businesses across Shropshire and the UK, I offer the personal attention and strategic expertise that large agencies can’t match.
Google Ads Audit & PPC Strategy Services
Not sure if your Google Ads campaigns are performing as well as they could be? I offer comprehensive PPC audits to identify what’s working, what’s wasting budget, and where the opportunities lie.
What a Google Ads Audit Includes:
- Account Structure Review: Are your campaigns, ad groups and keywords organised effectively? Many accounts suffer from poor structure that limits performance.
- Keyword Analysis: Are you targeting the right keywords? I review search terms, match types, negative keywords, and identify wasted spend on irrelevant clicks.
- Conversion Tracking Audit: Is your tracking set up correctly? Many businesses are flying blind because conversions aren’t being measured accurately.
- Bidding Strategy Assessment: Are you using the right bid strategy for your goals? Manual, automated, target CPA, target ROAS – I’ll assess what’s optimal for your situation.
- Budget Allocation Review: Is your spend distributed effectively across campaigns? Often, high-performing campaigns are starved whilst poor performers get too much budget.
- Quality Score Analysis: Low Quality Scores mean higher costs. I identify factors dragging down your Quality Score and provide recommendations to improve.
- Competitor Analysis: What are similar businesses in your industry doing? I assess the competitive landscape and identify positioning opportunities.
PPC Audit Deliverables:
- Comprehensive audit report (plain English, not jargon)
- Priority action list ranked by impact and effort
- Budget reallocation recommendations
- Quick wins you can implement immediately
- Strategic recommendations for long-term improvement
Investment: £500 for a full Google Ads audit (typically 1-2 weeks turnaround)
Perfect for Shropshire SMEs and UK businesses who want an expert second opinion before committing to ongoing management.
PPC Management for Shropshire & West Midlands Businesses
Based in Telford, I specialise in helping businesses across Shropshire and the West Midlands make the most of their Google Ads budget – whether you’re targeting local customers or scaling nationally.
Why Choose a Local PPC Consultant?
Face-to-Face Strategy Sessions: Available for businesses in Telford, Shrewsbury, Market Drayton, and across Shropshire when helpful for campaign planning and quarterly reviews.
Understanding Local Markets: I understand the Shropshire business landscape, seasonal patterns, and local competition in ways national agencies can’t match.
Supporting Local Business Growth: I’ve worked with manufacturers, retailers, professional services, and hospitality businesses across the West Midlands, helping them grow through strategic paid advertising.
Integrated Local Marketing: Your PPC works alongside your SEO. I ensure all channels complement each other, not compete for budget.
Industries I Work With in Shropshire:
- Manufacturing & Engineering: Generating B2B leads through strategic Google Search campaigns
- Retail & E-commerce: Google Shopping campaigns for local and online stores
- Professional Services: Lead generation for accountants, solicitors, consultants across the West Midlands
- Hospitality & Tourism: Driving bookings for hotels, restaurants, and attractions in Shropshire
- Healthcare & Wellness: Patient acquisition for private clinics and wellness providers
- Trade Services: Plumbers, electricians, builders using Local Service Ads
If you’re a Shropshire or West Midlands business looking for a PPC consultant who understands your market and delivers transparent, strategic management, let’s talk.
Strategic PPC Management That Drives Results
I focus on strategic paid search services UK businesses can trust. Every campaign is rooted in clear goals and commercial objectives, not vanity metrics like clicks and impressions.
My PPC Management Approach:
- Strategic Foundation: We start with your business goals, not Google Ads features. What does success look like? What’s your target cost per acquisition? What’s your customer lifetime value?
- Keyword Research & Intent Mapping: Reaching people who are ready to act, not just browsing. I focus on commercial and transactional keywords that drive conversions, not just traffic.
- Ad Copywriting & Split Testing: Crafting high-converting, compliant ads that speak directly to customer pain points and motivations. Continuous A/B testing to improve performance over time.
- Audience Targeting & Segmentation: Using Google’s audience signals to reach the right people at the right time. Avoiding wasted clicks on irrelevant traffic.
- Conversion Tracking & Analytics: Implementing proper tracking so we understand what actually drives ROI. Google Tag Manager, GA4 integration, and custom conversion goals.
- Bid Management & Budget Optimisation: Whether manual bidding for control or automated strategies for scale, I manage bids to maximise return within your budget constraints.
- Performance Reviews & Optimisation: Monthly reviews with clear reporting and strategic recommendations. Constantly refining to scale what works and cut what doesn’t.
This service is ideal for businesses in the West Midlands, Shropshire and across the UK who want clarity and control over their paid marketing, not generic campaign templates.
What You Can Expect Working With Me
Realistic Results, No Hype: I don’t promise #1 rankings or miracle ROI overnight. What I deliver is well-managed Google Ads campaigns grounded in data, strategic thinking, and commercial reality.
One-to-One Support: You work directly with me, not a junior exec or overseas call centre. Every campaign decision is made by someone with 15+ years of strategic marketing experience.
Complete Transparency: You’ll always know where your money is going, and why. Clear reporting, honest conversations, and no hidden fees or percentage-of-spend commissions.
Performance-First Approach: If a campaign, keyword, or ad isn’t moving the needle, it doesn’t stay in the plan. I optimise based on results, not assumptions.
Strategic Integration: Your PPC doesn’t exist in isolation. I consider how paid ads integrate with your SEO, content, and broader marketing strategy to maximise overall effectiveness.
Full Account Ownership: Your Google Ads account is yours. You retain full access and ownership always. If we stop working together, you take everything with you.
This is Google Ads management for SMEs with real-world budgets and high expectations – delivered by a consultant who treats your money like it’s their own.
What Makes Me Different From PPC Agencies
I’m not a PPC agency churning out templated campaigns and locking you into long contracts. I’m a Chartered Strategic Manager and independent PPC consultant who takes the time to understand your goals, your industry, and your customers.
The Consultant Advantage:
Level Expertise: Every campaign is managed by someone with 15+ years of strategic marketing experience, not passed to a junior team member after the sales pitch.
No Conflicts of Interest: I don’t earn a percentage of your ad spend, so I’m never incentivised to recommend higher budgets unless it genuinely makes commercial sense.
Flexible Engagement: Need a one-off audit? Monthly management? Quarterly strategy reviews? I adapt to your needs and budget, not force you into rigid packages.
Honest Advice: If PPC isn’t the right channel for you right now, I’ll tell you that too. I’d rather lose a client than take money for campaigns that won’t deliver.
Integrated Marketing Thinking: With expertise in Marketing Strategy, SEO, and paid advertising, I ensure your Google Ads work alongside your other channels, not in competition with them.
You’ll Get:
- A strategic PPC plan tailored to your business and budget
- Transparent reporting and honest conversations
- Hands-on setup, testing and continuous improvement
- Direct access to me – no account managers or layers
Based in Telford and working with SMEs across Shropshire and the UK, I offer the personal attention and strategic expertise that large agencies simply can’t match at their scale.
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Ready to Take Control of Your PPC?
If your campaigns are underperforming or you’re starting from scratch, I can help you build a paid strategy that works hard for your business.
Let’s make your budget work smarter.
FAQs: PPC Management for SMEs
How much should I spend on Google Ads?
It depends on your goals, industry, audience size, and competitive landscape. As a rough guide:
Testing phase: £500-£1,000/month minimum to gather meaningful data
Growth phase: £1,500-£5,000/month for most SMEs
Scale phase: £5,000+ for established campaigns expanding reach I’ll help you set a budget that matches your commercial goals and makes sense based on your customer lifetime value and target cost per acquisition. We always start with what you can afford and scale as performance justifies it.
Do you manage other platforms besides Google Ads?
Primarily Google Ads (Search, Shopping, Display, Performance Max), as it delivers the best results for most B2B and B2C businesses. I also support:
– Microsoft Ads (formerly Bing Ads) – often lower CPC than Google with less competition
– Meta/Facebook Ads – where appropriate for your audience and goals For businesses needing multi-platform PPC across social platforms (TikTok, LinkedIn, etc.), I can advise on strategy or recommend specialist partners.
What’s included in your Google Ads management fee?
My monthly PPC management includes:
– Strategic campaign planning and setup
– Keyword research and audience targeting
– Ad copywriting and split testing
– Bid management and budget optimisation
– Conversion tracking setup and maintenance
– Monthly performance reporting and strategic reviews
– Ongoing optimisation and troubleshooting
I charge a flat monthly management fee (not a percentage of spend), so you know exactly what you’re paying regardless of budget size.
Can I get a one-off Google Ads audit?
Yes. I offer a standalone Google Ads audit (£500) if you’re not ready for ongoing management but want expert analysis of what’s working and what’s wasting budget.
The audit includes:
– Comprehensive account review
– Performance analysis and recommendations
– Quick wins you can implement immediately
– Strategic roadmap for improvement
Many clients start with an audit, implement the recommendations themselves, then return for ongoing management once they’ve seen the potential.
How long does it take to see results from Google Ads?
Initial results: 2-4 weeks for click and traffic data
Meaningful conversions: 6-8 weeks minimum (depends on budget and conversion volume)
Optimised performance: 3-4 months of testing and refinement
Google Ads can deliver faster results than SEO, but it still requires time to gather data, test variations, and optimise. Anyone promising instant results is either inflating budgets unnecessarily or setting unrealistic expectations.
Will I keep ownership of my Google Ads account?
Absolutely. You always retain full access and ownership of your Google Ads account. I work as a manager on your account, but you’re the owner. If we ever stop working together, you take everything with you – campaigns, data, history.
This is different from many agencies who create accounts they own and hold your data hostage when you leave.
Do you offer white-label or partner support for agencies?
Yes. I often work alongside agencies or in-house teams to strengthen their PPC offering. This can be:
– White-label PPC management for agencies who need specialist support
– Overflow support during busy periods
– Strategic audits and recommendations for in-house teams
– Training and upskilling for junior PPC staff
If you’re an agency based in Shropshire, the West Midlands, or across the UK needing PPC expertise, let’s discuss partnership opportunities.
Are you Google Ads certified?
Yes, I maintain active Google Ads certifications across Search, Display, Shopping, and Measurement. However, certifications alone don’t make someone a good PPC consultant – strategic thinking, commercial acumen, and real-world experience managing diverse campaigns matter far more.
What sets me apart is 15+ years of broader marketing strategy experience, which means I view PPC within the context of your overall business goals, not in isolation.
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