Vertically Media

Freelance Google Ads Specialist & Consultant (Paid Search & PPC)

Sleeping Giant Media

Worked with and led the strategy for notable brands such as Kwik Fit, Anyvan, L3 Airline Academy, John Charcol, Wordery, Rhino Stationery and hundreds more.

Led and developed the PPC offering at the agency. Liasing with Google biweekly to ensure services and strategies were fresh and up to date.

Notable achievements include taking Kwik Fit's ROAS to 3000% resulting in an internal Google Case Study and speaking on a Google panel to the UKs top 100 agencies on our work with value based bidding.

PPC Lead

Junior PPC Lead

Senior Search Account Executive

Search Account Executive

MHA MacIntyre Hudson

Audit & Accounts Executive

Spain Brothers

Accounts Junior

I help lead gen & ecommerce businesses save £ on agency fees by providing high-level specialist Google Ads management

My experience:

- Leading the Google Ads service development at a top independent UK agency for 5 years
- Working with 100s of clients ranging from household names to small businesses
- Generating £6m in revenue a month for a national brand, doubling their ROAS to 3000% in the first year of management
- Earning an internal case study at Google 
- Speaking on a panel with Google to the top 100 agencies in the UK

For the last 18 months I have been working as a solo consultant with brands across the UK, improving their account performance, saving them £ on working with agencies & generating them substantial returns through Google Ads

the "news" of google's automatic pausing of keywords after 13 months and the subsequent reams of content being posted around it have me absolutely dying 😂 

brother, if your keyword has not generated an impression after 13 MONTHS and its paused automatically it'll have literally zero 0 zilch impact on anything & I'd beg the question as to why it hasn't been picked up 10 months beforehand

hooo boy im glad Google are looking out for us and we'll get that 0.00001% improvement in June 2025

#googleads

Max Minus 🌞

Freelance Google Ads Consultant 📈 & Crypto 💰 - accepts *Up Only* in both cases.

Invited back to Google last week after a few years and here’s what’s changed 

- The coffee is better and they do matcha now too
- Sunny rooftop working area 
- Visiting on behalf of my own agency and clients 🎉

They also didn’t mention raising the budgets (lol jk)

#googleads

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I’m very lucky to have some talented relatives!

First coffee on my new table and chairs made bespoke by my brother Alastair Minus 

He’s an example of someone who knew what he wanted to do from a very young age, and has gone full send into it, taking after our grandfather

I sent him this picture and the first thing he asked was “do you have a coaster under that mug?” 😂

Next up will be a work desk!!

#furnituremaker

got ghosted on my call so instead I took pictures of my new PPC GARMS

we are so back Jamie Leckie 

hold a mirror up to your screen to read the sacred texts & go to ppcgarms dot com to get one yourself

googleadswifhat

BRANDED SEARCH - should you do it?

This topic likes to rear its head every couple of months as someone will come in and confidently declare that you should NEVER. 

Its a real potential-client pleaser because its an opinion often shared and its an easily explainable position 

"why bid when you'll get them organically anyway?"

 but it has (like anything else Google Ads related) nuance. 

!But you don't get eyes and engagement (& therefore clients) for nuance on Linkedin.!


How I would suggest you approach whether to brand-bid or not:

- Are there competitors bidding after your term? Search yourself, have your mate search and your dog search (and use some neutral tools)

- Does the brand name have dual meaning (or could be considered as dual intent), do you need to fight for organic space

- What other campaigns are you running in your account, could you utilise brand to control other channels (i.e low budget search so your pmax doesnt lick its lips)

- Do the ol' before and after - pause Brand and look at the impact. Sometimes you'll see organic rise, sometimes you'll see both organic and paid fall as competitors swoop in on your terms and spank you all over the shop

However what I think is MOST IMPORTANT, is HOW you bid for brand. You have an opportunity with a brand campaign to manipulate and control 

- the amount of spend/cpc 
- how hard you're going to make it for competitors

For one of my largest clients I simultaneously achieved the lowest brand-spend in 5 years & their highest non-brand revenue just through bid strategy controls. And this was for a brand who have 7 or 8 other domains bidding after their term.

Dropping the brand campaign is not an option as they will lose revenue, particularly as they have TV advertising too.

For those who would say "never" i'd say, treat it  with nuance

Over and out


im tellin' ya

If you wanna be a top-ass #googleads specialist you need to ditch these one-size-fits-all docs with specific "winning" account structures:

Instead:

- Make a point to understand how the smart bidding algorithm works & the things it takes into account when making bidding decisions

- Understand how each strategy works and therefore how it treats the volume that's potentially infront of it

- Understand how your keyword/MT/channel selection will bring volume to the budgets you have available. Understand how effective they have been previously if possible.

- Treat your budget distribution like you would an investment account, long your longs, let the winners run, use a stop-loss on your worse performers (pause them)

- Use your bidding strategy controls as a lever for volume between things that work and things that don't

chaps and chappettes: If you're consulting a playbook at the initial stage its bad news, despite the amount of engagement and podcast invites your gurus got for shilling them

(pic is me in my office)

GM GM

morning breakfast for peak #googleads performance

LARGE caramel latte - to provide boost to read mountains of numbers and energy to schizopost on linkedin ⚰ 

Banana - for health and wealth and meditative client call vibes 🍌 

oj with BITS because its the only acceptable OJ option (amirite) 🍊 

and my 15th loyalty card

gm, another happy monday in the #googleads trenches

#branding

wen #googleads pro clubs?

thanks for the mention Miles McNair, I'll try post the alpha more often so you can sub me on for Bob Meijer and I can whip those assists in ⚡️

💜 Google Ads Expert - building PPC Mastery | Sharing advanced Google Ads strategies & how we're building world's greatest platform for experienced PPC Experts (The PPC Hub). | #12th most influential PPC Expert of '24

Introducing: The PPC Hub Dream XI. ⚽️

Follow these people for daily Google Ads insights.

We play in an offensive 3-4-3 formation:

𝗡𝘂𝗺𝗯𝗲𝗿 𝟭𝟬 (𝗽𝗹𝗮𝘆𝗺𝗮𝗸𝗲𝗿): Bob Meijer
Thanks to Bob, we stay on the offense and are always one step ahead of the opponent.

𝗦𝘁𝗿𝗶𝗸𝗲𝗿: 𝘆𝗮 𝗯𝗼𝘆 Miles McNair
I'm only as good as the assists I'm getting so I need good wingers.

𝗪𝗶𝗻𝗴𝗲𝗿𝘀: Floris de Schrijver & Ruben Runneboom
These guys know their game, and I can always count on them to assist me.

𝗠𝗶𝗱𝗳𝗶𝗲𝗹𝗱 𝗺𝗮𝗲𝘀𝘁𝗿𝗼𝘀:

Floris van Vleuten: quickly secured his spot in this team by sharing great content.

Niklas Buschner 🔮: the solid defensive midfielder who can also play as a number 10 (insane insights)

George Clements: young talent who just gets it. The Jude Bellingham of our squad (study his content).

𝗧𝗵𝗲 𝗯𝗮𝗰𝗸 𝟯:
Adriaan Dekker has the helicopter view of the pitch and makes sure we never concede a goal with his coaching from the back (insane updates).

🛰️ Yoann FERRAND is a solid defender who makes sure you never miss anything (news updates).

Denie Geertzen 🟢 makes sure our defense is on point with custom columns.

𝗚𝗼𝗮𝗹𝗸𝗲𝗲𝗽𝗲𝗿:
Luc Nugteren If a striker breaks through our defense, Luc makes sure we don't concede a goal (track source for tracking insights).

𝗧𝗵𝗲 𝗯𝗲𝗻𝗰𝗵: We have tons of hungry talent on the bench that didn't make it to the starting XI:
Mykyta Soima
Geert Groot
Arjan Schoorl
Adam Lasky
Hester Geerdink
Wolkan Yagar
Max Minus 🌞
Violeta Balbae
Caterina Mariani
Lotte Schoots
Tim Baelus
Bernt Muurling
Jelmer van Hoek
Lol Lowe

They don't post as often as the starting XI, but if they would, they would all be contenders to play in our game.

Didn't make the team? → Don't feel offended!

There are a LOT more people in The PPC Hub who could've made this list.

Who would be in your LinkedIn Dream XI?

p.s. our scouting department is always looking for new talent. Join the waitlist to get notified when we open again! ;-) https://lnkd.in/em758YHN

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Lastly:

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