Work with me as your Google Ads consultant

Is it worth it for you?

Let me start in an unusual place for a page like this: I'm not the right consultant for everyone. If your ad budget is small, my fee will eat whatever the ads earn you, and you'll be better off running the account yourself for a while. I would much rather tell you that now than take your money for a job that doesn't add up.

I take on clients from a minimum of DKK 10,000 a month in ad spend, and my fee comes on top of that. In practice, that usually means webshops that want more out of Google Shopping and their ROAS, or businesses that live off good leads. If what you need is someone who also builds your website and sets up your tracking, I'm not the one, and it's better to know that now than three months in.

What I do in your account

Most people think the job is mostly about writing good ads. That's rarely where the money is lost. Most of my time goes into separating the searches that come from buyers from the ones that come from people who are just curious. If you sell bicycle parts, there's a world of difference between the person who needs a chain today and the person writing a school project about bikes. Both click, and only one of them pays the bill.

I build the account so the budget lands with the first one, and I tell you exactly what needs to be measured, so you can see what ends up in the till and not just what gets clicked. From there it's ongoing craft: new keywords in, wasted clicks out, bids and ads adjusted, until the price of winning a customer matches what that customer is worth to you. If your customers are on Bing as well, I'm happy to take Microsoft Advertising along, but only when there are buyers to be found there.

I work in English as well as Danish, and several of the accounts I run today serve markets outside Denmark.

Who does what

What goes wrong most often is not knowing who has the ball. So the split is simple: you deliver the graphics, the tracking and a website that's built to convert, and I deliver traffic that's worth paying for. I don't set up tracking myself, because you're better off having someone who does nothing else do it properly. What I will do is tell you precisely what needs to be measured, so we can both trust the numbers we make decisions on.

The first 90 days

1. Month 1I build the account from scratch rather than tidying up the old one. Keywords come from what your customers actually search for, and just as important, from what they search for when they aren't buyers, because those words go on the list of things I won't pay for.
2. Month 2We make the measurement hold: what counts as a conversion, and what it's worth. Without that, Google bids for clicks instead of customers. This is also where you'll hear what's missing on your side, which is usually tracking or a page that isn't built to convert.
3. Month 3 onOngoing craft, several times a week. It's rarely dramatic, and that's the point. Three months is also where you can see whether it works: before that the numbers are too thin to judge, and after that there are no excuses.

What I measure

I optimise on Google Ads' own conversion numbers. That's not because Analytics is useless, but because two sources that count differently give you a debate about why they disagree instead of an answer, so I pick the source the bidding actually listens to. If your sales or leads live in a CRM or your own system, we bring them into Google Ads so they count when it bids. The one requirement is that the numbers match reality: a figure that looks good but can't be found in your books does more harm than no measurement at all.

When we look at whether the work has paid for itself, what you've paid me counts in the sum, including the start-up month. Otherwise it isn't an honest number.

Switching from an agency

It's simpler than most people think. Your account is yours, so nothing has to be moved, copied or rebuilt: you give me access to the account you already have, and you keep both the history and the ownership.