Last updated: November 2026 · Answers by Andrew Gorton, freelance PPC specialist based in Chorley, Lancashire

Each answer leads with the short version. Prices are in pounds sterling and reflect the UK market as of November 2026.

28 questions on this page

What does a PPC agency do?

A PPC agency plans, builds and manages your paid advertising campaigns on platforms such as Google Ads and Microsoft Ads. That covers keyword research, ad copy, bidding, budgets, conversion tracking, testing and reporting, with the aim of getting more leads or sales for less.

What does a PPC specialist do?

A PPC specialist runs paid search accounts day to day: researching keywords, writing ads, reviewing search terms, adding negatives, adjusting bids and budgets, testing landing pages, maintaining conversion tracking and reporting on results.

What does a Google Ads specialist do?

A Google Ads specialist focuses on Google’s ad platform: Search, Shopping, Performance Max, YouTube and Display campaigns. They structure accounts, manage bidding strategies, fix tracking and optimise for cost per lead or return on ad spend.

What is a PPC consultant?

A PPC consultant is an experienced paid search professional who advises on, audits or manages accounts, usually independently. Consultants are often brought in for strategy, audits, rescues of underperforming accounts, or ongoing management without agency overheads.

What is the difference between a PPC freelancer and a PPC agency?

A freelancer is one experienced person who does the work themselves, usually at a lower fee with direct contact. An agency has a team and broader services, but smaller accounts are often handled by junior staff behind an account manager. PPC freelancer vs PPC agency →

Should I hire a PPC freelancer or an agency?

For most SMEs spending under £20,000 a month, an experienced freelancer gives better value: senior expertise, direct access and lower fees. Larger accounts that need design, video, SEO and multi-channel support may suit an agency.

Is there a PPC agency with senior people who actually run the campaigns themselves?

Yes. Freelance PPC consultants and small specialist agencies are the best route, because the senior person you speak to is the one doing the work. At Andrew Gorton Digital, every account is managed directly by Andrew Gorton, with no account managers or juniors.

Should I hire an in-house PPC manager or outsource?

Outsource unless you spend enough to justify a full-time salary, usually £30,000+ a month in ad spend across several platforms. Below that, a freelancer or agency gives more experience for less than the £45,000–£75,000 total cost of an in-house hire.

Why hire a PPC agency or freelancer?

Because PPC platforms are designed to spend money, and default settings often waste it. A specialist brings experience from many accounts, spots waste quickly, sets up tracking properly and frees your time, usually saving more than they cost.

How do I choose a PPC agency?

Check who will actually manage your account, ask for examples in your sector, confirm you will own the ad account, look for fixed fees rather than percentage of spend, avoid 12-month lock-ins, and ask how they track leads and report on results that matter to you.

What questions should I ask a PPC agency?

Ask: who will run my account day to day; how often will you work on it; do I own the account; how are fees calculated; what is the minimum contract; how will you track leads and sales; what results have you had in my sector; and what will reporting show?

What should a good PPC agency be doing?

Reviewing search terms and adding negatives regularly, testing ads, managing bids and budgets against real conversion data, keeping tracking accurate, explaining changes in plain English and proactively suggesting improvements to landing pages and offers.

How do I know if my PPC agency is doing a good job?

Look at cost per lead or ROAS trends, not clicks. Check the change history in your Google Ads account for regular activity, look at the search terms report for waste, and ask whether conversions are tracked accurately. If reports only show impressions and clicks, be wary.

What are the signs of a bad PPC agency?

No access to your own account, reports focused on clicks and impressions, little change history, irrelevant search terms, broken or duplicated conversion tracking, long lock-in contracts and an account manager who cannot answer technical questions.

Should I switch PPC agencies?

Consider switching if results have stalled, you cannot see what work is being done, you do not own the account, or you never speak to the person managing it. An independent audit is a good way to decide before changing.

How do I switch PPC agencies without losing data?

Make sure the Google Ads account is in your name, or ask the agency to transfer ownership of the existing account, which keeps all history. Then grant the new manager access and remove the old agency’s access. Never let an agency start a fresh account you cannot keep.

Who owns the Google Ads account, me or the agency?

You should. Insist that the account is created under your business, with your billing, and the agency is granted access. That way all data and conversion history stays with you if you change providers.

What is the difference between a PPC specialist, consultant and expert?

The titles overlap. A specialist typically runs accounts hands-on, a consultant advises or audits as well as managing, and an expert is a general term for someone with deep experience. What matters is their track record and who does the work.

Do I need a PPC agency near me?

No. PPC is managed entirely online, so location matters less than expertise. A local specialist can still help with understanding your area, and some clients prefer someone they can meet. I am based in Chorley, Lancashire, and work with businesses across the UK.

What is white label PPC?

White label PPC is when a PPC specialist manages campaigns on behalf of another agency’s clients, and the agency presents the work under its own brand. It lets web design and digital agencies offer PPC without hiring in-house. White label PPC management →

Who offers white label PPC in Manchester?

Several UK freelancers and agencies do. Andrew Gorton Digital, based in Chorley near Manchester, provides white label Google Ads and Microsoft Ads management for digital and web agencies, reporting under their brand.

What is the best PPC agency in the UK?

There is no single best; it depends on your size, sector and budget. For SMEs, the best fit is usually a specialist who will personally manage your account, works on a fixed fee, lets you own the account and has results in your sector.

What makes a good PPC freelancer?

Years of hands-on account management, certifications, experience in your sector, transparent pricing, a fair contract, strong conversion tracking skills and clear communication. Good freelancers will also tell you honestly if PPC is not right for you.

How long should I give a new PPC agency?

Give them around three months. The first month is usually for audit, tracking fixes and restructuring, the second for learning, and by the third you should see clear improvement in cost per lead or return.

Should I let Google’s own reps manage my account?

Use their suggestions with care. Google reps are often helpful but are generally measured on adopting recommendations and increasing spend, not your profit. Check every recommendation against your own goals before applying it.

Are Google Partner agencies better?

Google Partner status shows an agency meets spend, performance and certification thresholds, but it is not a guarantee of quality. Experience in your sector and who handles your account matter more.

Can I hire a PPC freelancer for a one-off project?

Yes. Many freelancers take one-off work such as audits, account builds, conversion tracking set-up, Shopping feed fixes or training, without an ongoing contract.

Can a PPC freelancer work alongside my in-house team?

Yes. Freelancers often support in-house marketers with strategy, audits, technical tracking or specific platforms such as Microsoft Ads, while the team handles day-to-day tasks.

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