Freelance PPC & Analytics Without the Agency Markup
One-off projects. No retainers, no account managers, no agency markup. You deal directly with the person doing the work: a freelance PPC consultant in Manchester, working with clients across the UK.
Specialised in Microsoft Ads for B2B, conversion tracking and measurement, custom conversions, the offline conversion plumbing that makes smart bidding actually work, and the reporting automation that turns the data into something you can run the business on.
What I Do
Microsoft Ads for B2B
The channel most agencies treat as a Google copy-paste. For B2B it is often the better-converting, lower-CPC option. Full account builds, LinkedIn profile targeting, UET tracking and offline conversion import, built properly rather than imported and left.
Google Ads
Search, Shopping, Performance Max and Demand Gen. Builds, restructures and the technical fixes that move performance, including large-scale changes pushed through the Google Ads API rather than hours of manual editing.
Related: restructuring accounts via the APITracking, Measurement & Custom Conversions
GA4 and GTM done properly: event design, dataLayer, Consent Mode v2 and server-side tagging. Checkout and purchase tracking carrying real order values, moved server-side where the browser cannot be trusted to report them. Custom conversions so the platforms optimise toward qualified leads and revenue, not every button click.
Related: what a GTM consultant actually fixesOffline Conversion Pipelines
Offline conversion tracking end to end: GCLID and MSCLKID capture into your CRM, then import back to Google and Microsoft. The full loop from click to lead to closed deal, so bidding optimises on money, not form submissions.
Landing Page Builds
Custom, conversion-focused landing pages for your paid traffic. Fast, mobile-first and wired with GA4, GTM and conversion tracking from the first line, so every click you pay for is measured.
Related: stopping AI-generated fake leads at the formPPC Audits & Diagnostics
Full PPC audits across Google and Microsoft Ads: account structure, spend and tracking reviewed together. Find what is broken, fix it, and document it in a prioritised written report you can action in-house or hand back to me.
Related: what bad conversion data does to Smart BiddingMarketing Data & Reporting Automation
Automated reporting pipelines
The report someone builds by hand every morning, produced automatically instead. Scheduled pulls from Google Ads, Microsoft Ads, GA4 and your CRM, normalised into the format your team already reads, delivered by email or into a sheet before the working day starts.
How reporting automation worksCompetitor price monitoring and tracking
Daily competitor price tracking from the comparison sites, marketplaces and public pages your market is priced against, normalised across each site's own naming and ranked the way you already rank them. Built once for your market, no monthly subscription, every figure carrying its source.
Competitor price monitoring, built for your marketReports that check themselves
Any report that quietly serves stale figures is worse than none. Every run writes a health block per source, the send step checks the data date first, and a stale report says so in its subject line. Two schedulers and retries, so one failure never reaches you.
One reconciled view, mapped to your sales cycle
Google, Microsoft, GA4 and the CRM giving three different numbers for "conversions" is the normal state of an account. One reconciled dataset, mapped to enquiry, qualified lead, opportunity and closed-won, so monthly reports roll up into quarterly reviews without an argument first.
Selected Work
Competitor price monitoring: a daily rate report, automated
A UK savings provider's product team opened around a dozen pages across four comparison platforms every morning and typed the best rates into ten ranked tables. I replaced the routine, around two and a half hours a day, with a collector that reads every listing, normalises four naming conventions into the same ten tables, and emails them before the team starts work, with a licence boundary documented rather than scraped around.
Checkout tracking rebuilt from zero
An airport parking operator's account had recorded 17,359 conversions in a period the business took roughly 4,500 bookings: a conversion action was counting contact-page views, and no purchase was tracked at all. I rebuilt the pipeline server-side with real booking values, fixed the silent session and consent defects, and verified it against live transactions.
Microsoft Ads rebuilt around revenue
A B2B lead-gen advertiser was running a Google account imported straight into Microsoft and optimising on raw form fills. I rebuilt it for B2B search intent, layered on LinkedIn profile targeting, and wired GCLID and MSCLKID capture into the CRM.
HVAC company: 5x ROAS in a quarter
An established HVAC business faced rising CPCs and blind tracking on Google. A from-scratch Microsoft build with UET, offline conversion import and a custom BI dashboard turned ad spend into measurable booked jobs.
GA4 tracking across two properties
An education provider needed revenue and application-intent tracking spanning a course catalogue and a separate membership portal, including a form processed on an external domain that blocked direct tracking.
Examples anonymised at clients' request. Figures from completed engagements.
How I Work
One-off contracts
A defined project with a fixed scope and price. No retainers and no monthly hours you may not need.
Direct access
You talk to the person doing the work. No account managers, no juniors learning on your account.
Documentation included
Every engagement ends with what was built, how it works and how to maintain it. You own it.
Manchester based, UK-wide
Based in Manchester, working remotely with clients anywhere in the UK. Scoped around clear deliverables and realistic timelines.
Praxia is my freelance practice. I am a freelance PPC consultant in Manchester and a measurement specialist, working with B2B and lead-generation businesses across the UK. The work is the technical half of paid search that agencies outsource or skip: conversion tracking, offline conversion pipelines, Google Ads API tooling, and the reporting automation that turns the data into something you can run the business on. Wherever you are, you get the same person on the call and on the work.
Packages
Conversion Tracking & Measurement Setup
- GA4 & GTM implementation
- Conversion tracking (forms, calls, purchases)
- Enhanced conversions setup
- Custom conversion configuration
- Documentation & handover
Microsoft Ads B2B Build
- Full account build structured for B2B
- LinkedIn profile targeting where it fits
- UET tracking & custom conversions
- Offline conversion import setup
- Two weeks post-launch support
Google Ads Campaign Build
- Account & campaign setup
- Campaign structure & keyword research
- Conversion tracking included
- Two weeks post-launch support
Account Audit
- Full review (Google or Microsoft)
- Tracking & measurement check
- Prioritised recommendations
- Written report you can action
Offline Conversion Pipeline
- GCLID / MSCLKID capture
- CRM integration
- Offline import for Google & Microsoft
- Value-based bidding once data flows
Reporting Automation Build
- Your existing report, automated
- Competitor price monitoring & tracking
- Ad platforms, GA4, CRM & web sources
- Health checks & stale-data warnings
- Code & documentation handed over
Landing Page Build
- Custom, conversion-focused build
- Fast & mobile-first
- GA4, GTM & conversion tracking baked in
- Built to test and iterate
Need something specific? Landing page builds, feed fixes, Google Ads API work, a manual report that should run itself, Merchant Center issues, or a Microsoft account that needs rebuilding from scratch: just ask.
Smaller pieces are priced smaller: a conversion tracking fix on a single platform starts at £500. For how any of this compares with UK agency and freelance pricing, see what PPC management costs in the UK.
Not sure whether Microsoft Ads fits your niche, or whether your tracking is actually broken? Ask for a free viability check before you spend anything.
Let's Talk