Freelance PPC consultant and Google Ads expert for Australia, the UK and the US.
I have managed $1.3M+ a year in ad spend across 35+ accounts. A furniture e-commerce account peaked at 10.4x monthly ROAS. Every dollar is tracked to a lead, a booking or a sale before the budget grows.
TL;DR
I lead the strategy and I am your contact. A small team handles delivery. Search term reviews and reports get help from my AI agents.
The order does not change: conversion tracking, then structure and negatives, then budget on the campaigns that already produce a lead or a sale.
$1.3M+ a year across 35+ accounts. Peak monthly ROAS of 10.4x on a furniture e-commerce account. Across the agency portfolio, leads grew 30 to 40% and conversion rate 20 to 30%.
Vicky Lalwani is a freelance PPC consultant and Google Ads expert who has managed $1.3M+ a year in ad spend across 35+ accounts in Australia, the UK, the US and the UAE. He fixes conversion tracking first, rebuilds campaigns around intent and scales what's proven, with a 10.4x peak monthly ROAS in e-commerce and 30 to 40% lead growth across his portfolio.
At a glance
Tracking first. Then structure. Then scale.
Most wasted ad spend comes from broken conversion tracking and loose structure, not from the wrong bid. I fix measurement first: GA4, GTM, enhanced conversions and Meta CAPI, so the algorithms optimise to real outcomes.
Then I rebuild structure around intent, cut search-term waste every week and scale what's proven. It's how I've delivered 30 to 40% lead growth and 20 to 30% conversion lift across 35+ accounts.
Google Ads is the hub of this page. Microsoft Ads picks up extra search volume. Meta Ads covers Facebook and Instagram when the buyer is not searching yet. LinkedIn is for B2B, where the job title matters more than a cheap click. I set the split from where your leads actually start. Landing pages are part of the same job: the ad and the page have to make the same promise. Country rules live on Google Ads Australia, Google Ads UK and Google Ads USA.
- Google Ads: Search, Shopping, Performance Max, Demand Gen, YouTube
- Local Services Ads for US law firms and home services
- Meta Ads: Facebook and Instagram, on the Meta Ads page
- LinkedIn Ads for B2B and SaaS
- Microsoft Ads for extra search volume at a lower CPC
- Conversion tracking: GA4, GTM, enhanced conversions, CAPI
What the numbers look like by industry
Real figures from accounts I've run. Client names withheld.
| Industry | Channels | Result |
|---|---|---|
| E-commerce · furniture | Google Ads, Shopping, Performance Max | 10.4x peak monthly ROAS; $45K top account / month |
| Healthcare · clinics | Google Search, landing pages | $13.12 lowest weekly cost per booked patient; 206 patients booked in a month |
| Legal · law firms | Google Search, Local Services Ads, Meta | $25K managed per firm / month across 3 channels |
| Dental | Paid search, AI booking, lifecycle automation | +57% revenue in 90 days; −59% no-shows |
| Agency portfolio · US, UK, AU | Multi-platform | 30 to 40% lead growth; 20 to 30% conversion lift |
Google, Microsoft, Meta and LinkedIn
Google Ads is the core of this page. The other platforms come in when the buyer starts somewhere else.
| Platform | When I use it | What has to be true first |
|---|---|---|
| Google Ads | Search, Shopping, Performance Max, Demand Gen and YouTube. Local Services Ads for US law firms and home services. | Conversion tracking you can trust |
| Microsoft Ads | Extra search demand after the Google campaigns are clean | Its own negatives, not a blind copy of the Google list |
| Meta | Facebook and Instagram when people are not searching yet. Detail on the Meta Ads page. | Pixel and Conversions API, before the budget moves |
| B2B, when the job title matters more than a cheap click | A lead definition your sales team accepts |
End-to-end paid media
Account audit
Wasted spend, structure, tracking and quick wins, with dollar estimates.
Campaign build
Intent-based structure, ad copy, assets, feeds and audiences.
Landing pages
Message-matched pages and CRO tests that lift conversion rate.
Search-term hygiene
Weekly negative-keyword reviews that stop budget leaks.
Bid & budget strategy
Smart bidding targets tied to CPA, ROAS and margin.
Reporting
Looker Studio dashboards that show cost per lead, ROAS and revenue.
How we'll work together
Discovery call
Goals, markets, budget and what success looks like in 90 days.
Audit
Data-backed review of what exists today: gaps, waste and quick wins.
Build & launch
Execution in focused sprints, shipped fast and documented.
Optimise & report
Weekly improvements and plain-English reporting tied to revenue.
Clear terms, no surprises
What working together looks like before you sign anything.
You own everything
Ad accounts, analytics, data, content and assets stay in your name, always, including if we stop working together.
No minimum budget
No minimum ad spend. I'll tell you honestly what your budget can achieve on the free call.
3-month minimum, then monthly
Three months gives the work time to show results. After that it's month to month.
Senior work, direct access
I lead the strategy and I am your contact. A small team handles delivery. My AI agents cover the repetitive audits and reports.
Scoped and quoted up front
Pricing depends on channels and markets. You get a written scope and quote after the free 30-minute call.
Plain-English reporting
Regular reports tied to leads, bookings and revenue, not vanity metrics.
Results from similar work
Client names and domains withheld for confidentiality.
Scaled to 10.4x ROAS
Google Ads, Shopping and Performance Max with feed and creative testing, plus top visibility across Search, Images and AI Overviews.
High-intent case acquisition
Multi-location law firms across Google Search, Local Services Ads and Meta, with qualified case inquiries at a controlled cost per lead.
Filling the appointment book
Paid search and landing-page work for clinics, optimised to booked patients rather than clicks.
35+ accounts, consistent lift
Restructured campaigns, targeting and tracking across a large multi-vertical book of business.
Questions people ask
What does a freelance PPC consultant do?
A freelance PPC consultant manages the paid account: keywords, ads, bids, budgets, negatives and conversion tracking. I lead the strategy and I am your contact for small businesses and growing brands in Australia, the UK, the US and the UAE. A small team handles delivery. You can email me about the account.
How much does a freelance PPC consultant cost?
It depends on the number of platforms, campaigns and markets. I start with a free account audit, then quote a management scope once I've seen your account. There is no rate card on this site.
Do I own my Google Ads account?
Yes, always. Your ad accounts, conversion data and assets stay in your name, including if we stop working together.
Is there a minimum ad budget or contract?
There's no minimum ad budget. Engagements start with a 3-month minimum so the work has time to show results, then continue month to month.
Who actually manages my Google Ads account?
I lead the strategy and I am your contact. A small team handles delivery. My AI agents support search-term reviews and reporting.
Freelance PPC consultant or agency: which is better?
Hire a freelancer when you want the senior person in the account every week. Hire an agency when you need a large team producing creative across many markets at once. For most small business budgets, tracking and search term hygiene move the result more than headcount does. The longer note is freelance PPC consultant vs agency.
Do you manage PPC for a small business?
Yes. I lead the strategy and I am your contact. A small team handles delivery. You get a weekly search term review, and tracking that records a lead or a sale. There is no minimum ad spend. The scope is quoted after the free call. There is no rate card on this site.
How do you handle Google Ads negative keywords?
Every week I read the search terms, keep the queries that match the offer, and add negatives for the rest. Microsoft Ads gets its own list. I do not assume a Google negative is right on Microsoft.
Do you manage Performance Max and Local Services Ads?
Yes. I run Performance Max with feed and asset testing for e-commerce, and Local Services Ads for law firms and home services in the US.
What's in your Google Ads audit?
Tracking accuracy, wasted spend from search terms and placements, campaign structure, bidding targets versus break-even, and landing-page match, with estimated dollar impact for each fix.
How much should I spend on Google Ads?
It depends on your market and cost per click, but you need enough budget for the algorithm to learn, usually at least 30 to 50 conversions a month per campaign. I'll model it on the free call.
Do you manage Meta, Microsoft and LinkedIn Ads too?
Yes. Google Ads is the core of this page. Meta Ads covers Facebook and Instagram. Microsoft Ads imports the search campaigns and then gets its own negatives. LinkedIn Ads is for B2B. The budget follows where the lead actually starts.
Should I choose PPC or SEO for lead gen?
PPC buys the demand that already exists, and it can produce leads in the first weeks if tracking is sound. SEO is how that demand compounds without a media spend. Most of my lead gen clients run both. SEO consulting is a separate engagement, planned with the ads so the two do not bid against each other.
Performance Max or Search?
Search when you know the queries and need to see them, which is typical for lead gen and for brand versus generic campaigns. Performance Max when you have a product feed, assets and enough conversion volume, which is typical for e-commerce. I often run both: Search holds the brand and the proven generic terms, and Performance Max is judged on the same revenue.
When should I turn on Smart Bidding?
When conversion tracking is trustworthy and the campaign is collecting enough conversions for Google to learn. On the accounts I run, that is usually at least 30 to 50 conversions a month per campaign. Switching earlier teaches the bid strategy the wrong lesson. I will say so if the account is not ready.
Do you run Google Ads for home services, law firms and e-commerce?
Yes. Home services in Australia are usually call and form leads on Search. US law firms often include Local Services Ads next to Search. E-commerce is Shopping and Performance Max, judged on ROAS. A furniture e-commerce account peaked at 10.4x monthly ROAS.
What ROAS can I expect?
It varies by margin, price point and market. My best e-commerce account peaked at 10.4x monthly ROAS; more importantly, I set targets from your break-even ROAS so growth stays profitable.
Do you work as a PPC consultant in Australia, and as a Google Ads consultant in the UK and the US?
Yes. Australian accounts are researched on Google.com.au and budgeted in AUD. The market page is Google Ads Australia, with city pages for Sydney, Melbourne, Brisbane, Perth and Adelaide. UK accounts are built for Google.co.uk: Google Ads UK. US accounts cover Search and, where it fits, Local Services Ads: Google Ads USA.
Can you fix my conversion tracking?
Yes. It's usually the first thing I fix. GA4, Google Tag Manager, enhanced conversions, offline conversion imports and Meta's Conversions API.
Works best together with
Google Ads Australia
Google Ads for Australian businesses: Google.com.au, AUD budgets, Ahpra for clinics, and a page for each capital city.
Learn more →Google Ads UK
Google Ads for UK businesses: Google.co.uk, GBP budgets, and consent mode for UK GDPR and PECR.
Learn more →Google Ads USA
Google Ads for US businesses: Search, Performance Max, and Local Services Ads for law firms and home services.
Learn more →Meta Ads
Facebook and Instagram ads for Australia, the UK and the US, with the pixel and Conversions API fixed before the budget moves.
Learn more →Analytics & Tracking
GA4, Google Tag Manager, enhanced conversions, Meta CAPI and Looker Studio: measurement you can trust.
Learn more →Australia
Sydney, Melbourne, Brisbane, Perth and Adelaide: each city has its own SEO, GEO and Google Ads page.
Learn more →Let's build something that grows.
Tell me where you want to grow: search, ads, social or AI. I'll reply within one business day with honest next steps.