Google Ads PPC

Google Ads Pay Per Click (PPC)

Google Ads PPC Campaign audits, setup and account management, done by an ethical PPC Specialist.

As a Certified Google Ads Search professional I audit, create and manage effective Google Ads PPC Campaigns to drive relevant traffic to your website. Sell more of your products and services, ethically, through Google Ads.

The Benefits of PPC

If you’re unsure of the benefits of PPC and the potential return on investment (ROI) then let me convince you. The competition for visibility on the first page of the search results in Google and other search engines is fierce.

Alongside organic search engine optimisation (SEO), pay-per-click (PPC) gets you not only onto the first page of results but at or towards the top of that page, ahead of your competition (depending on your budget levels and spend, of course). If you’re not there already, rest assured that your peers will be.

Google Ads PPC plays well with Organic

“But I’m already focusing on the organic search side”, you say? Well then, why not take it to the paid side as well.

Studies show that pay-per-click also has a positive impact on organic rankings and click-through rate in many cases, when you run both Paid and Organic.

But, did you know that the presence of ads reduces the click-through rate of the first Organic result by around 30 percent — so even if you achieve a number one ranking through organic, you’re missing out on clicks if you aren’t visible within the Paid results too.

Other benefits

Aside from all of the studies on how PPC can drive real results for all types of brands and companies that I can quote to you, you should also consider the benefits of PPC advertising in general.

Benefits and advantages are the amount of control and visibility that PPC offers you in your digital marketing efforts. The straightforward nature of PPC puts you in the driver’s seat. Arguably more so than most other forms of advertising and marketing. Also, when done right, the benefits outweigh the risks. You only spend what you can afford to spend.

Quick results

Unlike organic SEO, PPC shows results very quickly.

We all know how important organic search traffic is for long-term website marketing as part of a digital marketing service. However, it has a longer cycle to prove ROI.

PPC shows results fast, and gives you a good Return on Ad Spend (ROAS).

Start a PPC campaign on Monday and you literally start seeing results in terms of traffic and conversions within 24 to 48 hours (depending on a variety of factors, obviously).

I had the pleasure of working with Giles on setting up my Google Ads campaigns, and I must say that his knowledge and guidance were instrumental in achieving remarkable results. Giles demonstrated a deep understanding of the platform and its nuances, which saw a four-fold return on our initial investment.

Michael Craddock, Marketing Manager

Good versus great Google Ads PPC

Good PPC takes skill. Great PPC takes strategy, a thorough understanding of the advertising platforms, a solid knowledge of rules and guidelines, and a little creativity and marketing sense.

I have a wealth of knowledge and experience in this field. Place your trust in a well-established, credible, ethical and reputable Google Ads Search Certified Freelancer who wants to work with you and your business long-term.

When you work with me I will make your PPC budget work hard for you, and strive for an excellent ROI and ROAS.

Flexible PPC Packages from £250 per month*

*Your budget has to cover Ad Spend payable directly to Google, as well as my PPC Campaign Setup and Management Fees at from £250 per month.

I would highly recommend Giles if you are looking to take on a PPC campaign. He really knows what he is doing and has increased the hits to our site massively and in turn an increase in sales.

Chris Shaw, Digital Marketing Manager, Impulse-Embedded

Google Ad Grants for UK Charities

The Google Ad grants for charities in the UK allows your charity to appear at the top of Page 1 in the Google Search results page (SERP for short) for specific, relevant searches.  Every time someone then clicks on your Ad the cost is deducted from your grant. Each qualifying nonprofit has access to up to $10,000 per month in Search Ads shown on If you spend it all, your Ads simply stop, so you don’t have to pay anything else to Google, and you can’t accidentally incur any additional Ad Spend costs.

You can use it to secure donations, raise awareness and recruit volunteers. All you need is someone (like me) to set up and manage the PPC Campaign for you. As you might expect, there is a cost associated with that, including Campaign Setup fees and ongoing Account Management costs. But, you get the benefit of up to $10,000 per month in Ad Spend for free for Search Ads shown on in return.

Google Ad Grant Requirements

There are various Ad Grant requirements, but the key one to qualify for Google Ad Grants in the UK is that you must be a registered charity.  There’s more information on their Ads Grant FAQs page.

Active Google Ads PPC Campaign Audit

Have you already got an active PPC Campaign but it isn’t working well or working hard enough for you? Don’t worry, because I’ll work with you and optimise it and improve your ROI/ROAS. Book an Existing Google Ads PPC Campaign Audit session where I go through everything with you. That gives you an insight into everything you need to know to get the most out of your PPC Campaign.

An Existing Google Ads PPC Campaign Audit is £99

See Calendly – Giles Metcalfe for bookable audits or to schedule in a call or Zoom. 

Case Studies – SEO and Google Ads PPC

MT – SEO and PPC

MT are a bespoke, custom Textiles Printer, specialising in finished products such as tea towels, aprons, bags, cushions, flags and banners, as well as custom printed coat and jacket linings for Paul Smith and Barbour amongst others.

I did Search Engine Optimisation (SEO) work on their website, and also managed successful Google Ads PPC Campaigns for them on an on-going basis for a 5-year time period.

MT spent £1K per month on the Google Ads PPC Campaign, spread across different Campaigns within the Account. This grew steadily as the PPC Campaign activity was successful. Strong Return on Investment (ROI) and Return on Ad Spend (ROAS) was proven, with the number of website visitors and sales increasing markedly and consistently since I started running the PPC Campaign.

This allowed MT to grow as a company, as demonstrated by their increased capacity and turnover, their having invested in new machinery to increase production and diversify their product and service offerings, as well as take on additional members of staff and further develop and expand their factory space. Business boomed!

Prior to my commencing setting up and managing the PPC Campaign, MT were getting around 7,000 hits on their website per month at best. The PPC Campaign had an immediate positive impact on their website visitor numbers, and grew exponentially over time.

Enquiries to MT, both via email and the telephone, markedly increased too, and these enquiries were all highly relevant product and service enquiries that lead to sales.

There was a sustained period of good, strong sales revenue figures directly attributable to the PPC Campaigns, as well as increased brand awareness, too. As a result, the business growth over the time period led to MT becoming a leading player in their sector, not just regionally but nationally.


DPL are packaging contractors, offering sustainable wholesale packaging solutions and services to the drinks industry.

They get great sales revenue for every £1 spent with Google Ads (ROAS) as a result of the PPC Campaign I set up and manage for them on an on-going basis.

Their All Time ROAS and Conversion Value Per Cost is 5.75, so £5.75 in Sales Revenue generated for every £1 spent on Ad Spend. Essentially, to date, Google Ads has earned the company 250K in Sales Revenue.


BB are a Staffordshire-based leading brand of women’s and men’s underwear, pyjamas and clothing.

Good PPC campaign management and optimisation allowed the Campaigns and Ad Groups to perform well. In turn, that gave rise to steadily increasing and consistently high sales revenue and great ROAS.

This allowed the brand to grow, increasing its reach in terms of brand awareness. Consequently, BB moved into larger and more suitable premises.


SES EV are a Cheshire-based Electric Vehicle Charging Station installation company. Headquartered in Macclesfield, they operate in the Greater Manchester and Stoke on Trent areas of the North West region.

Google Ads PPC was a vital part of this sustainability-focused business’ lead generation strategy. One that delivered high quality relevant traffic to their website that converted into enquiries and leads. Accordingly, those enquiries led to site survey and EV solution installation work.


I have also managed PPC Campaigns for other clients, including:

  • A family law firm
  • VW Campervan fit-outs, plus sales and hire
  • A street furniture and litter bin manufacturer
  • Flooring retailer
  • A country clothing store
  • Virtual assistants and remote secretarial services
  • Holiday lodges in the UK
  • Event catering
  • A fresh fruit and vegetable box delivery service
  • High end prestige car detailing and valeting, and
  • Lift part suppliers

All with increased web traffic and enquiries, and strong and consistent ROAS.



If you’re looking for a freelancer and would like to work with somebody who shares your values then I thoroughly recommend Giles.

Sam Agnew, Everyday People and the Good Business Charter


Highly recommended to connect and have a chat if you are looking for online marketing for your business.

Darren Gallimore, Federation of Small Businesses


Giles demonstrated a deep understanding of the platform and its nuances, which saw a four-fold return on our initial investment.

Michael Craddock, Marketing Manager


Giles has been instrumental in raising the profile of [the] business in the local area, which has led to increased activity and a 600% Return on Investment. For sure I hold no hesitation in recommending Giles to look after your Social Media [LinkedIn].

Jed Eatough, Director of Growth 4 Businesses Ltd Group (Retired)


Not only does Giles excel at digital marketing and getting you where you want to be but he is also extremely good at training you to be able to do it yourself. He is incredibly diligent at getting it right and making sure you understand the tools being used.

Neil Woodley, Sales Manager, Randtronics


To reduce the negative impact of your website, I recommend you speak to Giles Metcalfe who is an expert on this stuff and can offer you a website sustainability audit so you can clean up your act. Go on! What have you got to do that’s more important than this?

Zena Barrick, website design for small business