PPC consulting is needed when advertising has already been launched, but the business doesn't understand how efficiently the budget is being spent and which campaigns are actually generating leads or sales. A specialist analyzes the advertising account, analytics, bidding strategy, search queries, ads, and landing pages, and then identifies problems and areas for growth.
This format is suitable both before a new launch and when working with an existing contractor. A PPC consultation helps validate current decisions, align advertising metrics with business goals, and identify priorities without chaotic changes within the account.
PPC consulting is an expert analysis of paid advertising, covering strategy, campaign structure, budget, analytics, and results. The specialist examines how the advertising account is structured, which sources are driving targeted traffic, whether conversions are being recorded correctly, and where spending isn't delivering the expected results.
Searches like "advertising consulting" or "advertising consulting" typically arise when a business owner needs an independent assessment of their current advertising. The result is a list of problems, expert recommendations, and a clear, prioritized action plan.
With ongoing management, a specialist regularly manages campaigns: adjusting bids, refining keywords, testing ads, reallocating the advertising budget, and monitoring performance. A contextual advertising consultation addresses a different objective: analyzing the current situation and determining what needs to be changed.
This format is convenient when advertising is handled by an in-house marketer or an external contractor. After the consultation, the team receives an independent assessment of the advertising strategy and can implement the recommendations themselves or delegate the tasks to an existing specialist.
A PPC consultant is needed if the cost per lead is rising, sales are declining, Google Ads and analytics data are inconsistent, or the team is unsure which campaigns should be scaled. Consulting is also helpful before increasing the budget, launching a new business line, or entering a new market.
A separate situation is the audit of a contextual advertising contractor. An external specialist analyzes the advertising account, assesses the campaign structure, bidding strategy, traffic quality, and conversion tracking, and then explains to the business owner the real reasons behind the current results.
The scope of work depends on the task, advertising systems, and data volume. For one project, checking Google Ads and Google Analytics 4 may be sufficient, while another will require additional research into Google Tag Manager, Google Merchant Center, CRM, offline conversions, and real sales reporting.
Advertising consulting typically includes an audit of the advertising account, analytics review, strategy assessment, budget analysis, and identification of growth opportunities. If necessary, the specialist also analyzes landing pages, lead quality, and contractor performance.
A Google Ads audit begins with the account structure and campaign distribution logic. A specialist reviews campaign types, geographic settings, devices, delivery schedules, audiences, and the ad structure's alignment with the actual business lines.
Budget allocation is also reviewed. A campaign may show acceptable CTR and CPC, but still take too large a share of spending while generating few sales. Therefore, evaluating individual metrics without linking them to business results is insufficient.
The structure should help manage budgets, bids, and priorities for individual areas. The audit checks whether products, services, regions, audiences, and funnel stages are logically separated, and whether there is internal competition between campaigns.
Geographic targeting, devices, delivery schedules, and audience exclusions are analyzed separately. Errors in these settings often result in advertising costs for users who are not part of the project's target audience.
A specialist examines keywords, match types, and the actual search queries that triggered the ads. They check for irrelevant traffic, missed negative keywords, and overlapping semantics and queries that can be grouped separately.
Semantics are also compared with landing pages and search intent. If a user is searching for a specific service and the ad leads to an overly general page, the traffic quality may be acceptable, but the conversion rate will remain low.
When analyzing ads, we check the text's relevance to the search query, the clarity of the offer, the advertising assets, and consistency with the landing page. The headline, description, and CTA should match what the user will see after landing on the site.
For Performance Max, Demand Gen, and display campaigns, images, videos, asset groups, and audience signals are additionally evaluated. At the same time, the audit checks whether there is enough data for an objective assessment of each ad format.
A Google Ads consultant evaluates an advertising account based on its product, margins, geography, target audience, and business objectives. A single Google Ads structure isn't suitable for an online store, a B2B company, or a local service with a short transaction cycle.
The consultation identifies which campaigns align with priority areas, which segments should be divided, and where the current strategy diverges from the business economics. This analysis is especially useful before scaling up advertising or significantly increasing the budget.
When reviewing a budget, a specialist identifies which campaigns are constrained by spending, which receive a disproportionate share of the budget, and where reallocating funds could yield more efficient results. The relationship between expenses and revenue, leads, and lead quality is analyzed separately.
Automatic bidding strategies are also tested: Target CPA, Target ROAS, Maximize Conversions, and Maximize Conversion Value. The choice of strategy depends on the amount of data, the type of conversions, and how accurately the advertising system receives results.
Advertising campaign optimization relies on data, so analytical errors can alter budget and bidding decisions. During a consultation, we verify which actions are considered conversions, whether events are being transmitted correctly, and whether duplicates are occurring.
A specialist compares data from advertising systems with web analytics and, if available, with CRM. This check helps distinguish technical discrepancies from genuine issues with advertising campaigns.
In Google Analytics 4, the audit checks key events, traffic sources, conversion parameters, and the correct connection to Google Ads. In Google Tag Manager, it analyzes tags, triggers, and conditions that may affect data transfer.
UTM tags and reporting logic are also checked. If the same event is recorded multiple times or a key conversion is missing, automated strategies receive distorted signals and begin optimizing based on incorrect data.
For projects with a long funnel, leads alone aren't enough, so it's advisable to compare advertising data with lead quality and actual sales. This is especially true in B2B, as two leads with the same cost can differ significantly in potential revenue.
With a CRM, you can evaluate conversion imports, offline conversions, end-to-end analytics, transactions, and revenue. This approach helps calculate CAC, compare advertising channels, and make decisions based on actual business results.
Competitor analysis reveals which offers, landing pages, and advertising formats are used in a niche. A specialist examines search results, visible ad messages, and offer structure to identify missed positioning or segmentation opportunities.
However, it's impossible to accurately assess a competitor's advertising budget, their precise settings, or their full account statistics. Therefore, conclusions are based solely on available data and used as additional guidance for your own promotion strategy.
Even high-quality advertising traffic can yield poor results if the landing page poorly addresses the user's query. During the consultation, the offer, page structure, CTAs, forms, mobile version, loading speed, and obvious UX issues are assessed.
The ad's relevance to the page's content is also checked. If the ad promises a specific service or condition, the user must see this information immediately after clicking on it; otherwise, some of the paid traffic will be lost without any action.
In PPC consultations, I don't start with questions about how to lower the cost per click. First, you need to understand which campaigns are driving real leads and sales, whether conversions are being accurately reported, and whether the budget allocation is aligned with business objectives. A low CPC alone doesn't guarantee anything: what's more important is the cost and quality of the results the company achieves.
Before starting work, the specialist clarifies the business objectives, advertising systems, estimated budget, and key issues. Afterward, the list of required accesses and the depth of analysis are determined to ensure the audit is aligned with the actual project objectives.
The process itself typically consists of data preparation, audit, consultation, and the creation of a list of recommendations. For a small account, the scope of the audit will be less than for a project with multiple markets, a CRM, and dozens of campaigns.
At the outset, the business's goals, priority products or services, promotional regions, current advertising channels, and team questions are identified. Specific discussions are held regarding any metrics that are currently questionable and any decisions the client plans to make after the consultation.
This context is necessary to evaluate campaigns based on the project's actual economics. For one business, the key metric will be the number of leads, while for another, it will be revenue, profit, or the cost of acquiring a customer.
For a full analysis, you typically need access to Google Ads and Google Analytics 4. Depending on the task, you may also need Google Tag Manager, Merchant Center, Looker Studio, CRM, and other systems that store sales information.
Access is requested only to those sources relevant to the task at hand. If the consultation concerns a single search campaign, there's no need to connect unnecessary systems without practical benefit.
A specialist reviews, step by step, the campaign structure, search queries, keywords, bids, budgets, ads, and conversions. The data is then compared with analytics and metrics the business uses to evaluate advertising.
During the audit, a list of problems and hypotheses is generated. Each recommendation should have a clear rationale and an expected direction for change, without any promises of guaranteed results.
During the consultation, identified issues, controversial settings, and possible action options are discussed. The client can ask questions about the contractor's work, advertising strategy, analytics, scaling, and specific campaigns.
The goal of such a conversation is to provide the team with sufficient context for further decisions. A simple list of errors is usually insufficient if the client doesn't understand why a specific change was given high priority.
After review, tasks are prioritized by importance and urgency. Analytics errors, critical campaign settings, and issues that could directly impact advertising costs are typically addressed first.
The next level includes tests, restructuring, and hypotheses for scaling. This order helps the team implement changes consistently and evaluate their impact on results.
Dental clinic · Kyiv and Chernihiv
A domain with no history on a website builder. We built the semantic core for both cities, reworked the landing pages and built the link profile from zero. Four months: 34.8k clicks, impressions 1.32 → 1.76M, DR 0 → 41.
E-commerce · international
A catalogue of digital 3D models. We clustered the semantics, rebuilt the hub pages and closed duplicates and indexing errors. Google users 247 → 532, CTR 2.4% → 4%.
Medical centre · Ukraine
Narrow visibility and a small semantic core at the start. Semantics, landing page structure, metadata and internal linking, then gradual link building.
The cost depends on the number of advertising accounts, campaigns, markets, and systems to be tested. The price also depends on the need for GA4 analysis, CRM, Merchant Center, end-to-end analytics, and additional advertising platforms.
Before beginning work, the scope of the audit and the objectives of the consultation are defined. This approach helps define the audit's boundaries in advance and avoid including data that is irrelevant to the current issue.
An advertising strategy depends on the niche, geography, budget, competition, margins, and transaction cycle length. A setup that works for an online store with thousands of purchases may be ineffective for a B2B project with just a few transactions per month.
Decisions are also influenced by the quality of the website, the volume of historical data, and analytics capabilities. Therefore, recommendations after a consultation should be based on the specific account and business goals, rather than a one-size-fits-all set of settings.
PPC consulting includes an analysis of paid advertising, the advertising account, analytics, budget, and promotion strategy. The specialist examines current settings and data, identifies problems, and prepares recommendations for future work.
This format is suitable for both existing advertising campaigns and before a new launch. Depending on the task, you can audit the entire account or focus on one area.
A consultation is useful when expenses are rising, the number of leads is declining, there are problems with analytics, or there are doubts about the current strategy. It is also conducted before scaling up advertising, entering a new market, or changing contractors.
Another reason for contacting us is the lack of a transparent connection between advertising metrics and sales. A specialist helps determine what data is missing and which metrics should be used further.
Access to Google Ads is usually required for a full audit of an advertising account, as it's necessary to check search queries, campaign settings, bids, and change history. Access details are agreed upon before the audit begins.
If the task involves analytics or launch strategy, additional systems may be required. The access list depends on the specific issues that need to be addressed.
Yes, this format is often used for independent evaluation of existing advertising. A consultant reviews the account, analytics, and strategy without necessarily handing over the project for further management.
The resulting recommendations can be discussed with the current contractor and implemented within the existing process. This is convenient if the team wants to retain the contractor but gain additional expert feedback.
The client receives an analysis of the current situation, a list of identified issues, and recommendations for further action. Priority tasks and changes requiring specific testing are also identified.
The specific format depends on the scale of the project and the agreed-upon scope of work. For complex accounts, the deliverables may include recommendations on analytics, budget, campaign structure, and landing pages.
Yes, a pre-launch consultation helps validate the future campaign structure, semantics, analytics, and advertising budget. We can also discuss the target audience, campaign types, and landing page requirements.
This type of analysis reduces the number of technical errors at the start and helps to identify in advance the metrics by which the team will evaluate the results after the launch.
The duration depends on the number of advertising campaigns, questions, and systems that need to be tested. A small account with a single task requires less time than a project with multiple markets, a CRM, and a large volume of data.
The scope of the analysis is agreed upon before work begins, so the client understands in advance what issues will be addressed. Setting a uniform duration for all projects without taking into account their scope is inappropriate.
A Google Ads consultant analyzes your existing advertising system, identifies problems, and suggests next steps. A campaign management specialist regularly works inside the account, launching campaigns, adjusting bids, and monitoring results.
The consulting format is suitable for independent review or solving a specific problem. Ongoing management is required when a company requires regular work with its advertising account and ongoing optimization.
PPC consulting helps you understand your advertising costs, review Google Ads, analytics, strategy, and conversion performance. After the review, your team gets a list of specific tasks with clear rationales and implementation priorities.
If your current advertising requires independent verification or your company is preparing to scale, submit your advertising account for a preliminary review. Seo-Gen will determine the scope of the consultation and the data required for the analysis.
We reply within one business day. No newsletters, no “just a reminder” calls.
He will look at the site himself instead of passing it to a manager.
A PPC consultation can analyze the entire account or a specific advertising format if the issue is localized. The scope of the review depends on the project structure, number of campaigns, advertising systems, and accumulated statistics.
A comprehensive analysis typically compares search advertising, Performance Max, Google Shopping, remarketing, and other existing campaigns. This approach demonstrates how different sources interact with each other and distribute the overall advertising budget.
Search campaigns are reviewed for semantics, search queries, ads, bidding strategies, and conversions. Special attention is paid to queries with commercial intent, negative keywords, and the match between the ad group and the landing page.
Additionally, CTR, CPC, Conversion Rate, and CPA are analyzed across campaigns, devices, and geographies. These metrics are evaluated together, as a high CTR alone does not necessarily mean that an ad is generating high-quality conversions.
For Performance Max, the audit checks goals, asset group structure, audience signals, creatives, and product data. It also analyzes how accurately the campaign is collecting conversion data and whether the chosen strategy is aligned with the project's economics.
If the ad is related to e-commerce, Google Merchant Center and the quality of the product feed are additionally checked. Errors in product names, categories, or data can limit reach and impact Google Shopping results.
Google Shopping is evaluated based on the product feed, assortment structure, margins, and actual ROAS. Different product groups may require separate budgets and priorities, so the overall account metrics don't always reflect the true picture.
The specialist also checks Merchant Center, rejected products, feed attributes, and data compliance with landing pages. For online stores, this section is often directly related to ad scaling.
Display campaigns are reviewed for audiences, placements, frequency, exclusions, and ad creatives. For remarketing, segment logic and the duration during which ads are shown to users are additionally assessed.
This analysis helps eliminate obviously irrelevant impressions and verify whether the format is appropriate for the funnel stage. Display advertising requires a different evaluation than search campaigns with already established demand.
In YouTube and Demand Gen, audiences, creatives, campaign goals, and the user journey after a view or click are evaluated. Here, it's especially useful to distinguish between the goals of reach, audience acquisition, and direct conversion generation.
The metrics for these campaigns are considered together with the overall funnel. Comparing them solely by direct CPA with search advertising is often inaccurate due to differences in audience behavior.
The set of metrics depends on the business model, but the most commonly used are CTR, CPC, Conversion Rate, CPA, ROAS, CAC, and LTV. Individual metrics don't provide sufficient context, so a specialist looks at their relationships and dynamics.
For e-commerce, revenue and ROAS are often key, while for services, the cost and quality of inquiries are key. In B2B, CRM transactions and sales cycle length must also be considered.
| Indicator | What does it show? | How is it used? |
|---|---|---|
| CTR | Share of clicks after ad impressions | To evaluate the attractiveness of an ad and its relevance to the search query |
| CPC | Average cost per click | To analyze the cost of attracted traffic |
| Conversion Rate | The share of users who completed the target action | To evaluate the quality of traffic and landing page |
| CPA | Cost per conversion | To compare costs between campaigns |
| ROAS | Revenue relative to advertising expenses | To evaluate the return on investment of e-commerce advertising |
| CAC | Customer acquisition cost | To link advertising with real sales |
| LTV | Customer value over the period of cooperation | To assess the acceptable acquisition cost |
A high CTR indicates that an ad receives frequent clicks after being shown, but it doesn't indicate the quality of those clicks. CPC measures the cost per click, but cheap traffic may generate few leads or attract the wrong audience.
Therefore, CTR and cost per click are analyzed along with search queries, conversions, and lead quality. This analysis helps us understand where advertising is the problem and where the website or offer needs improvement.
Conversion Rate shows what percentage of visitors complete the target action, while CPA helps estimate the cost of the resulting conversion. For lead generation, the cost per lead and its subsequent movement within the CRM are additionally assessed.
An excessively high CPA may be due to expensive traffic, a weak landing page, targeting errors, or incorrect analytics. Therefore, a specialist looks for the cause throughout the entire chain rather than blindly changing bids.
ROAS is especially useful for online stores, where the monetary value of a purchase is passed to the advertising system. This metric helps compare campaigns with different order values and determine which product groups are most appropriate for scaling.
When calculating, it's advisable to take margins and returns into account, as equal revenue doesn't necessarily equal profit. The decision to increase the budget is made after assessing the economics of a specific area.
CAC measures the cost of acquiring a customer, while LTV helps assess their value over the entire customer relationship with the company. These metrics are especially useful for SaaS, subscription models, and repeat business.
If data is available, the advertising strategy can take into account not the initial purchase, but the subsequent value of the acquired audience. This makes decisions about acceptable conversion costs more accurate.
Following the consultation, the client receives an expert assessment of the current advertising, a list of identified issues, and recommendations for further work. The format of the results depends on the project, but the key findings should be clear to both the business owner and the specialist who will implement the changes.
The summary typically includes recommendations for Google Ads, budget, analytics, bidding strategy, and landing pages. Additionally, growth areas, priority tasks, and issues requiring specific testing are identified.
A PPC consultant can work with a business owner, an in-house marketer, an internal specialist, or an external agency. This format is especially convenient when there are no plans to change the contractor but an independent audit of advertising decisions is needed.
For international projects, such experts are often sought after by the search term "ppc consultants", although the task itself remains the same: to review the current advertising system, explain the problems, and propose reasoned changes.
Business owners typically need to understand where their advertising budget is going and how well their current strategy aligns with their commercial goals. Therefore, during a consultation, complex settings are translated into understandable metrics: leads, sales, expenses, and customer acquisition cost.
Additionally, you can review the contractor's reporting and determine what data is missing for an objective assessment. This analysis is useful before revising the budget or continuing the collaboration.
A marketer or contextual advertising specialist can use a consultation to analyze a complex campaign, bidding strategy, analytics, or scaling. In this case, the conversation goes deeper and includes technical details of the account.
A useful result is the independent evaluation of hypotheses and test sequences. This helps reduce the number of random changes and focus on the most convincing options.
For the team, a general review can be held of the advertising strategy, analytics, and the distribution of responsibilities among stakeholders. Problems often arise at the intersection of advertising, the website, CRM, and the sales department, so a common understanding of the user journey is required.
After the consultation, the team receives a unified list of tasks and criteria for their verification. This reduces the risk of different specialists optimizing individual metrics without a common goal.
This consultation is suitable for projects where paid advertising is already impacting lead flow or sales, or where a new launch is being prepared. This format is especially useful before budget increases, entering a new market, changing contractors, or revising the advertising strategy.
The depth of analysis depends on the business model. An online store will require more attention to Merchant Center and ROAS, while a B2B project will focus on CRM, lead quality, and offline conversions.
For e-commerce, Google Shopping, Performance Max, Merchant Center, product feed, conversions, and revenue are typically checked. Product categories, margins, and differences between product groups are also assessed.
The key question is which categories can be scaled without deteriorating the economics. To answer this question, advertising costs, revenue, ROAS, and real business constraints are compared.
For services, search campaigns, geography, search queries, calls, forms, and inquiry quality are most often analyzed. Special attention is paid to which queries actually generate potential customers.
It's advisable to supplement CPA with sales department data here. A low cost per lead is of no use if most of the leads are irrelevant.
In B2B, there are typically fewer conversions and the sales cycle is longer, so advertising decisions can't be based solely on Google Ads leads. For evaluation, it's helpful to link advertising to the CRM and the lead's further progress.
Additionally, search query quality, audience job titles, geography, and lead acquisition cost are analyzed. If available, offline conversion import is possible.
For SaaS, registrations, trials, paid subscriptions, CAC, and LTV are analyzed. If the advertising system only receives registration events, it can optimize for users who never upgrade to a paid plan.
Therefore, it's advisable to separate intermediate and final conversions in analytics. This structure helps to more accurately evaluate advertising campaigns and acceptable acquisition costs.