Google Ads, SEO, and Conversion Specialist

JOB TITLE Senior Google Ads, SEO and CRO Specialist for UK Marketplace JOB DESCRIPTION We need an experienced Google Ads, SEO and conversion-rate optimisation specialist to help launch and grow a new UK fire safety services marketplace. This is a results-focused position. We do not simply want more traffic, impressions, clicks or generic SEO reports. We need a specialist who can turn relevant Google searches into completed, paid bookings while also building a strong long-term organic presence. The successful specialist must review the website, identify problems, recommend and help implement improvements, work directly with our existing developer and verify that every important fix has been completed correctly. ABOUT THE BUSINESS Our platform helps businesses, landlords, property managers and other responsible persons: * Understand which fire safety service they need. * Answer questions about their premises. * Receive clear or instant prices. * Compare prices from different fire safety professionals. * Review professional profiles. * Choose vetted and trusted professionals. * Book and pay securely online. * Receive expert support towards fire safety compliance. The six main services currently offered are: 1. Fire Risk Assessments 2. Fire alarm servicing 3. Fire extinguisher servicing 4. Emergency lighting testing 5. Fire marshal/warden training 6. Fire safety consultations The website is a new marketplace with limited existing organic visibility. It has been developed using Next.js, PostgreSQL and Stripe. The initial paid advertising priority will be Fire Risk Assessments in Manchester. Once the customer journey and advertising campaign are proven to be commercially successful, we intend to expand into other major UK cities and then advertise the other five services. MAIN OBJECTIVES The successful specialist will be responsible for helping us achieve the following: * Make the website technically ready for Google Ads and organic SEO. * Make the customer journey easy to understand and complete. * Improve the percentage of visitors who become paying customers. * Create accurate tracking from advert click to completed payment. * Launch a carefully controlled Manchester Fire Risk Assessment campaign. * Reduce irrelevant searches and wasted advertising spend. * Establish a sustainable cost per completed booking. * Create the correct SEO structure for all six services. * Develop a scalable but high-quality UK location-page strategy. * Build long-term organic rankings and authority. * Work with the developer until agreed problems are fixed and tested. * Report performance using bookings, revenue and profitability. We understand that no honest professional can guarantee that every click will become a sale or guarantee first-place Google rankings. However, we expect every reasonable step to be taken to attract high-intent customers, reduce waste and continuously improve conversion performance. The main commercial question will be: How much did we spend, how many completed paid bookings did we receive, what revenue did those bookings generate and how much profit remained? COMPLETE SCOPE OF WORK 1. BUSINESS AND WEBSITE FAMILIARISATION Before launching any campaign, you must understand how the business and marketplace operate. You will be expected to: * Review all important public pages. * Understand the six services. * Understand the target customers for each service. * Review the customer service-selection process. * Review the instant-pricing questionnaire. * Review how customers receive and compare prices. * Review professional company profiles and pricing information. * Test the complete booking journey. * Review account creation and login requirements. * Test the Stripe checkout and payment process. * Review booking confirmation pages and emails. * Test the website on desktop, tablet and mobile. * Identify technical errors, confusing wording and unnecessary friction. * Identify where customers may leave without completing a booking. * Review whether the marketplace’s value is immediately clear. * Understand how booking prices, professional fulfilment costs and platform revenue affect profitability. You must become familiar with the website before spending any advertising budget. 2. COMMERCIAL STRATEGY AND PROFITABILITY Advertising decisions must be based on commercial reality. You will help establish: * Average booking value. * Professional fulfilment cost. * Gross margin per booking. * Maximum sustainable cost per acquisition. * Target cost per completed booking. * Break-even return on advertising spend. * Target return on advertising spend. * Realistic initial conversion-rate assumptions. * A safe testing budget. * Criteria for pausing an unsuccessful campaign. * Criteria for increasing the budget. * Different acquisition targets for different services or booking values. * How cancelled or refunded bookings should be treated. * How profitability should be reported. You must not recommend increasing the advertising budget based only on traffic or unqualified conversion events. 3. COMPLETE TECHNICAL SEO AUDIT Conduct a detailed technical audit of the Next.js website. The audit must include: * Google crawling. * JavaScript rendering. * Server-side rendering. * Static rendering where appropriate. * Indexing. * Google Search Console coverage. * Indexing errors and exclusions. * Page status codes. * Broken pages. * Broken internal links. * Redirect chains and loops. * Canonical tags. * Duplicate content. * Robots.txt. * XML sitemaps. * URL structure. * Query parameters. * Filter and search-result pages. * Pagination. * Account and checkout pages. * Pages that should be indexed. * Pages that should be excluded. * Orphan pages. * Internal linking. * Breadcrumbs. * Metadata rendering. * Mobile-first indexing. * Image optimisation. * Image alternative text. * Lazy loading. * Core Web Vitals. * Website speed. * Layout stability. * Mobile responsiveness. * Structured data. * HTTPS and security issues affecting users or search engines. * Crawl efficiency. * Any Next.js or JavaScript problem preventing Google from seeing the same useful content as customers. The website should aim to achieve Google’s recommended good Core Web Vitals thresholds: * Largest Contentful Paint of 2.5 seconds or better. * Interaction to Next Paint below 200 milliseconds. * Cumulative Layout Shift below 0.1. The audit must not be a generic automatically generated report. Every important issue must explain: * What the problem is. * Evidence of the problem. * Which pages are affected. * Why it matters. * The level of priority. * The exact recommended fix. * Who should complete the fix. * How the completed fix will be tested. 4. ON-PAGE SEO Review and improve the on-page optimisation of important pages. This must cover: * Page titles. * Meta descriptions. * H1 headings. * H2 and H3 structure. * Page introductions. * Service explanations. * Location information. * Professional profile content. * Price and comparison content. * Internal anchor text. * Image names and alternative text. * Calls to action. * Frequently asked questions. * Content quality. * Content accuracy. * Keyword placement. * Keyword cannibalisation. * Search intent. * Duplicate or repetitive wording. * Customer readability. * Commercial relevance. * Trust and authority information. Every important page should have a clear purpose, a defined target search intention and a suitable next action for the visitor. 5. MARKETPLACE SEO ARCHITECTURE This is a marketplace rather than an ordinary local business website. You must create or improve the website architecture for: * The homepage. * Six main service categories. * Individual service pages. * Service and location combinations. * Main city pages. * Professional company profiles. * Professional pricing pages. * Service comparison pages. * Property and premises-type pages. * Customer-sector pages. * Cost and pricing guides. * Fire safety information. * Frequently asked questions. * Educational content. The strategy must explain: * Which pages should be created first. * Which pages should be indexed. * Which pages should not be indexed. * Which pages should have canonical tags. * How filtered marketplace pages should be handled. * How professional profiles should be optimised. * How pricing information should be presented. * How pages should link to one another. * How authority should flow through the website. * How service pages should support location pages. * How location pages should support professional profiles. * How paid landing pages should connect to the main website. * How duplicated and thin content will be prevented. * How the structure can expand across the UK. We do not want hundreds of poor-quality pages that merely replace one city name with another. Each indexable location page must provide genuine, original and useful value. 6. KEYWORD AND SEARCH-INTENT RESEARCH Complete detailed keyword research for all six services. The research must categorise keywords by: * Service. * Location. * Customer type. * Property type. * Industry. * Commercial intent. * Informational intent. * Comparison intent. * Booking intent. * Price and cost intent. * Urgency. * Local intent. * Questions and problems. * Paid advertising suitability. * Organic SEO suitability. The research should identify: * High-intent searches likely to produce bookings. * Searches from people researching but not yet ready to book. * Informational topics suitable for guides. * Low-quality or irrelevant searches. * Negative-keyword opportunities. * Estimated search volumes. * Estimated advertising costs. * Ranking difficulty. * Competitor strength. * Commercial value. * Quick opportunities for a new website. * Longer-term opportunities. * Existing pages that should target each keyword. * New pages that need to be created. A keyword-to-page map must be produced so that multiple Fire Guide pages do not unnecessarily compete for the same search intention. 7. COMPETITOR RESEARCH Review important UK competitors, including: * Fire safety companies. * Fire Risk Assessment providers. * National fire safety companies. * Local providers. * Fire safety directories. * Lead-generation websites. * Comparison platforms. * Property-compliance platforms. * Training providers where relevant. The competitor analysis must examine: * Paid adverts. * Advert messages. * Keywords. * Landing pages. * Pricing messages. * Offers. * Trust signals. * Calls to action. * Booking journeys. * Service pages. * Location pages. * Professional profiles. * Organic rankings. * Strongest content. * Backlink sources. * Strengths and weaknesses. * Gaps that our marketplace can use. The final recommendations should explain how our platform can differentiate itself through: * Price comparison. * Clear prices. * Instant pricing where available. * Vetted professionals. * Qualifications and experience checks. * Insurance verification. * Secure online booking. * Customer choice. * Expert fire safety support. 8. UK SERVICE AND LOCATION STRATEGY Create a scalable SEO strategy beginning in Manchester and the North West before expanding to major UK cities. The strategy must include: * Priority locations. * Priority services within each location. * Estimated commercial opportunity. * Recommended rollout order. * Page templates. * Unique local content requirements. * Internal linking. * Professional availability. * Local trust information. * Customer questions. * Local search-intent differences. * Indexation requirements. * Quality-control process. The specialist must also assess whether the marketplace is eligible for a Google Business Profile and recommend a compliant approach. We will not accept: * Fake business locations. * Virtual offices used to manipulate Google Maps. * Fake addresses. * Fake customer reviews. * Multiple ineligible Google Business Profiles. * Location pages with no real local value. 9. CONVERSION-RATE OPTIMISATION Review and improve the complete customer journey from arrival to completed payment. This includes: * Homepage. * Navigation. * Service selection. * Landing pages. * Instant-pricing questionnaire. * Form fields. * Price results. * Professional comparison results. * Professional profiles. * Pricing tabs. * Calls to action. * Account creation. * Checkout. * Stripe payment. * Confirmation page. * Confirmation emails. * Customer support options. The website must clearly communicate the principal customer proposition: * Understand which fire safety service you need. * Compare prices from fire safety professionals. * See clear or instant prices. * Choose vetted and trusted experts. * Book and pay securely. * Receive expert support towards compliance. You must review: * Whether visitors understand the service within the first few seconds. * Whether the headline clearly explains what makes the marketplace different. * Whether price comparison is prominent. * Whether trust information appears at the right time. * Whether the next step is obvious. * Whether calls to action use clear wording. * Whether service descriptions are understandable. * Whether the questionnaire asks only necessary questions. * Whether the number of steps is reasonable. * Whether customers understand why information is being requested. * Whether prices are clear and credible. * Whether professional comparison results are easy to understand. * Whether customers can identify the differences between professionals. * Whether the checkout creates unnecessary concern. * Whether the mobile journey is easy to complete. * Whether errors are explained properly. * Whether failed payments can be recovered. * Whether booking confirmation is clear. * Whether Fire Guide and the purchased service are correctly identified during and after payment. Where sufficient traffic exists, create controlled tests for: * Headlines. * Calls to action. * Trust messages. * Price presentation. * Page layouts. * Questionnaire length. * Number of booking steps. * Professional comparison information. * Checkout messaging. Large redesigns should not be recommended without evidence. Improvements should preserve the established Fire Guide brand and focus on customer understanding, trust and conversion. Any heatmap, session-recording or user-behaviour technology must be implemented appropriately and with privacy requirements considered. 10. GOOGLE ADS LANDING PAGES Create the strategy and final requirements for dedicated, high-converting landing pages. The first priority is a Manchester Fire Risk Assessment landing page targeting searches such as: * Fire Risk Assessment Manchester. * FRA Manchester. * Fire Risk Assessment near me. * Fire Risk Assessment price. * Fire Risk Assessment cost. * Book a Fire Risk Assessment. * Commercial Fire Risk Assessment. * Landlord Fire Risk Assessment. The page should clearly communicate: * What a Fire Risk Assessment is. * Who needs one. * What customers receive. * How the marketplace works. * How pricing works. * How customers compare professionals. * How professionals are vetted. * What qualifications, experience and insurance checks are undertaken. * How customers book securely. * Likely availability and timescales. * Answers to common questions. * A clear “Get Prices”, “Compare Prices” or “Book Now” action. The page must be: * Directly relevant to the keyword and advert. * Easy to understand. * Accurate. * Persuasive without being misleading. * Fast. * Mobile friendly. * Accessible. * Trustworthy. * Properly tracked. * Designed to produce completed bookings. * Suitable for organic indexing where appropriate. As campaigns expand, different landing pages may be required for: * Different services. * Different cities. * Different premises. * Different customer types. * Different levels of urgency. * Different search intentions. The successful specialist must either provide the final landing-page copy or provide a detailed copy and layout specification and then review the implemented page. 11. GOOGLE ADS SETUP Create a controlled and commercially responsible Google Ads account structure. The initial pilot will concentrate on Manchester Fire Risk Assessment bookings. Responsibilities include: * Reviewing or setting up the Google Ads account. * Confirming correct account ownership. * Reviewing billing and access. * Linking Google Ads and analytics. * Campaign planning. * Advert-group structure. * Keyword selection. * Keyword match types. * Advert copy. * Responsive Search Ads. * Advert assets. * Sitelinks. * Callouts. * Structured snippets. * Price assets where appropriate. * Location targeting. * Location exclusions. * Presence-based geographic settings. * Advert schedules. * Device settings. * Audience observation. * Search network settings. * Search-partner settings. * Budget controls. * Bidding strategy. * UTM parameters. * Tracking templates. * Negative keywords. * Advert-policy review. * Landing-page relevance. * Pre-launch testing. Brand and non-brand searches should be separated where appropriate. Any competitor campaign must be separately structured and approved before launch. The following must not be activated automatically without a clear reason, reliable tracking, a test plan and prior approval: * Broad match. * Performance Max. * Display Network. * Search partners. * Automatically created assets. * Auto-applied recommendations. * Large automated budget increases. The chosen bidding strategy must be suitable for the available data. Automated bidding should not be trusted with incorrect or insufficient conversion data. 12. PROTECTING THE ADVERTISING BUDGET The specialist must actively reduce unnecessary advertising spend. This includes: * Building a negative-keyword list before launch. * Reviewing actual search terms frequently after launch. * Excluding irrelevant searches. * Excluding unwanted locations. * Checking geographic reports. * Separating booking searches from research searches. * Monitoring keyword match expansion. * Checking device performance. * Checking time and day performance. * Monitoring audience performance. * Monitoring invalid or suspicious activity. * Identifying keywords that spend without producing useful results. * Pausing poor-performing adverts where sufficient evidence exists. * Preventing accidental Display Network spending. * Preventing uncontrolled budget increases. * Keeping a record of important changes. Potential irrelevant searches may include employment, salary, careers, courses, qualifications, free templates, examples, PDFs, DIY instructions and academic searches. The final negative-keyword strategy must be based on the actual services and live search-term data. During the initial campaign, search terms and spending should be checked frequently. The account must not be launched and then left unattended for several weeks. 13. ANALYTICS AND CONVERSION TRACKING Accurate measurement is one of the most important parts of this project. The successful specialist will set up, review, correct and test: * Google Analytics 4. * Google Tag Manager. * Google Ads conversion tracking. * Google Search Console. * Google Ads and GA4 linking. * Stripe or cross-domain tracking where required. * Consent Mode where applicable. * Cookie-consent behaviour. * Enhanced conversions where suitable and compliant. * Phone tracking where relevant. * Form tracking. * Booking-funnel events. * Error events. * Transaction reporting. * Revenue reporting. * Campaign attribution. The measurement plan should record relevant stages such as: * Landing-page visit. * Service selected. * Location selected. * Questionnaire started. * Individual questionnaire steps. * Questionnaire completed. * Prices displayed. * Professional profile viewed. * Professional selected. * Checkout started. * Payment attempted. * Payment failed. * Payment completed. * Booking confirmed. * Booking value. * Transaction ID. * Currency. * Cancellation. * Refund where applicable. A successful paid booking must be the primary sales conversion. The following may be recorded as secondary or diagnostic events, but they must not be reported as completed sales: * Button clicks. * Page views. * Questionnaire starts. * Questionnaire completions. * Prices displayed. * Checkout starts. * Payment attempts. The tracking must: * Record the correct booking value. * Record a unique transaction ID. * Prevent duplicated transactions. * Exclude failed payments from sales. * Distinguish completed bookings from abandoned checkouts. * Identify the relevant campaign and keyword where possible. * Continue through the Stripe payment journey. * handle repeated confirmation-page visits. * Allow cancellations or refunds to be understood. * Allow paid advertising costs to be compared with revenue and profit. * Be tested through controlled test bookings. * Include evidence showing that the implementation works. This milestone will not be accepted merely because tags have been installed. The complete customer journey must be tested, and successful payment tracking must be demonstrated. 14. PRIVACY AND CONSENT Tracking and marketing technology must be implemented with UK privacy and cookie requirements in mind. The specialist should: * Review the current cookie-consent setup. * Confirm how consent affects analytics and advertising tags. * Prevent inappropriate firing of non-essential tags. * Review Consent Mode requirements where relevant. * Review the use of first-party data. * Configure enhanced conversions appropriately where used. * Ensure customer information is not unnecessarily exposed. * Explain any areas requiring separate legal advice. We do not expect the specialist to act as our solicitor, but we expect tracking recommendations to consider privacy and consent rather than ignoring them. 15. CONTENT STRATEGY Create a useful content strategy supporting commercial bookings, customer education and long-term authority. Relevant content may include: * Fire safety service guides. * Fire Risk Assessment guidance. * Fire alarm servicing guidance. * Fire extinguisher servicing guidance. * Emergency lighting guidance. * Fire marshal training information. * Fire safety consultation information. * Service price and cost guides. * Legal and compliance questions. * Landlord guidance. * Property manager guidance. * Business-owner guidance. * Responsible Person guidance. * Property-type guidance. * Industry-specific guidance. * Comparison and booking questions. * Professional-selection guidance. * Local service information. * Frequently asked questions. * Relevant regulatory updates. The content must be: * Written primarily for real customers. * Accurate. * Easy to understand. * Original. * Genuinely useful. * Appropriate for a safety-related subject. * Fact-checked. * Connected to a relevant service or customer journey. * Internally linked. * Written with a clear search intention. * Reviewed by an appropriate subject-matter expert where required. We do not want large volumes of generic, repetitive or unreviewed AI-generated articles. The specialist should provide: * Content priorities. * Keyword targets. * Search intent. * Page purpose. * Detailed content briefs. * Recommended headings. * Questions to answer. * Internal links. * Calls to action. * Sources or factual-review requirements. * Publishing order. * A realistic content calendar. * Final SEO review before important pages are published. 16. TRUST, EXPERTISE AND AUTHORITY Fire safety is a serious, regulated subject. The website must demonstrate genuine trust and expertise. Review and recommend improvements covering: * Clear company information. * Accurate service descriptions. * Transparent prices. * Professional verification. * Qualifications. * Relevant experience. * Insurance. * Customer reviews. * Review authenticity. * Professional profile quality. * Editorial review. * Content authorship. * Factual sources. * Terms and policies. * Secure payments. * Contact and support information. * Complaints and refund processes where relevant. * Clear explanation of the marketplace’s role. No false qualification, membership, price, professional, location or review claim may be used for SEO or advertising. 17. STRUCTURED DATA Develop and implement an accurate structured-data plan. Suitable types may include, where genuinely eligible: * Organization. * Website. * Breadcrumb. * Service. * Person or professional information. * Business information. * Review. * AggregateRating. * FAQ. * Other relevant supported types. All structured data must: * Match visible page content. * Be factually accurate. * Follow Google’s rules. * Be implemented on the correct pages. * Use correct URLs. * Be tested using appropriate validation tools. * Be monitored through Search Console. * Avoid false locations, prices, reviews or professional details. Structured data must not be added merely to manipulate Google. Rich results must not be guaranteed because Google decides when to display them. 18. LOCAL SEO Develop a legitimate local SEO plan starting with Manchester and expanding across the UK. The plan should include: * Local keyword research. * Service and location pages. * Genuine local content. * Professional service areas. * Business information consistency. * Appropriate UK business citations. * Relevant directories. * Local partnerships. * Local authority opportunities. * Local press or digital PR opportunities. * Local backlinks. * Location performance reporting. Assess eligibility for a Google Business Profile and recommend only a compliant approach. Do not use fake branches, false addresses, virtual offices, fake reviews or other methods that may result in suspension or reputational damage. 19. ETHICAL BACKLINK AND AUTHORITY BUILDING Create a safe and relevant authority-building strategy. Potential opportunities may include: * Fire safety organisations. * Property organisations. * Landlord organisations. * UK business directories. * Local business organisations. * Professional partners. * Industry publications. * Suppliers. * Trade publications. * Expert commentary. * Original research. * Useful tools or resources. * Digital PR. * Genuine citations. All backlink work must be transparent and manually reviewed. Reports must show: * The target website. * Relevance. * Outreach activity. * Link status. * Final live URL. * Anchor text where relevant. * Whether any fee was paid. * Referral traffic or other value where available. We will not accept: * Private blog networks. * Link farms. * Automated links. * Spam comments. * Bulk low-quality directories. * Hidden links. * Hacked links. * Misleading paid placements. * Fake reviews. * Guaranteed authority-score increases. * Any method that risks a Google penalty. 20. DEVELOPER COORDINATION We already have a developer who can implement code changes. The successful specialist must: * Work directly with the developer. * Convert findings into clear development tasks. * Explain exactly what needs to change. * Identify affected pages. * Provide examples. * Set priorities. * Provide acceptance criteria. * Answer implementation questions. * Review completed changes. * Retest the website. * Re-crawl relevant pages. * Check mobile behaviour. * Check tracking. * Check search-engine rendering. * Confirm whether the work passes or fails. * Report anything still outstanding. Recommendations alone are not sufficient. Each significant task should record: * Problem. * Evidence. * Affected page or journey. * Commercial, SEO or conversion impact. * Priority. * Required correction. * Responsible person. * Acceptance criteria. * Current status. * Final test result. Where the specialist has appropriate access and expertise, simple configuration changes should be completed directly. Where development work is required, the specialist must provide instructions and verify the developer’s implementation. 21. REPORTING AND COMMUNICATION Reports must be simple enough for a non-specialist to understand but detailed enough to support decisions. During the initial Google Ads launch, we expect frequent monitoring and a short weekly report. Google Ads reports should include: * Advertising spend. * Clicks. * Relevant and irrelevant search terms. * Completed paid bookings. * Revenue. * Average booking value. * Conversion rate. * Cost per completed booking. * Return on advertising spend. * Estimated gross profit where available. * Performance by campaign. * Performance by location. * Performance by device. * Performance by keyword and search term where available. * Landing-page performance. * Work completed. * Changes made. * Tests conducted. * Problems identified. * Next actions. SEO reports should include: * Technical issues fixed. * Remaining issues. * Indexed pages. * Search Console performance. * Organic clicks. * Organic impressions. * Organic completed bookings. * Organic revenue where measurable. * Keyword and page performance. * Service and location performance. * Content produced. * Backlinks earned. * Core Web Vitals. * Conversion performance. * Work completed. * Priorities for the next period. We do not want reports dominated by vanity metrics without a clear explanation of commercial impact. 22. ACCOUNT OWNERSHIP AND SECURITY The following conditions are essential: * We must own the Google Ads account. * We must own GA4. * We must own Google Tag Manager. * We must own Search Console. * We must own all other principal business accounts. * The contractor will be given suitable user access. * Accounts must not remain under the contractor’s permanent ownership. * We must retain access to all data. * We must receive copies of research, reports, keywords, adverts, tags and content. * No campaign may launch without approval. * No major budget increase may be made without approval. * No production website change may be made without coordination and testing. * No paid software may be purchased without approval. * No work may be subcontracted without disclosure. * Account access must be handled securely. * All work must be documented. * All important changes must be recorded. * All intellectual property created for the project must be handed over. * There must be no unnecessary dependency on contractor-owned systems. INITIAL PROJECT MILESTONES The initial contract will be divided into deliverable-based milestones. MILESTONE 1: DISCOVERY, AUDIT AND COMMERCIAL STRATEGY Required deliverables: * Full website review. * Complete booking-journey testing. * Technical SEO audit. * On-page SEO audit. * Marketplace SEO audit. * Conversion audit. * Google Ads readiness audit. * Analytics and tracking audit. * Competitor review. * Initial profitability framework. * Baseline performance measurements. * Prioritised action plan. * Meeting or recorded presentation explaining the findings clearly. MILESTONE 2: KEYWORDS, ARCHITECTURE AND GROWTH ROADMAP Required deliverables: * Keyword research for all six services. * Search-intent categorisation. * Paid keyword plan. * Negative-keyword research. * Organic keyword plan. * Keyword-to-page map. * Service and location strategy. * Recommended website architecture. * Indexation plan. * Internal-linking plan. * Content-gap analysis. * Prioritised content roadmap. * Structured-data plan. * Local SEO plan. * Ethical authority-building plan. * Manchester-first and UK expansion roadmap. MILESTONE 3: ANALYTICS AND CONVERSION TRACKING Required deliverables: * GA4 setup or correction. * Google Tag Manager setup or correction. * Google Ads tracking. * Google Search Console setup. * Account linking. * Consent and cookie review. * Enhanced conversions where appropriate. * Complete funnel tracking. * Payment tracking. * Booking-value tracking. * Transaction ID and deduplication. * Failed-payment tracking. * Stripe journey tracking where required. * Controlled test booking. * Evidence that principal events work. * Simple performance dashboard. * Tracking documentation. This milestone will not be accepted until a completed paid booking and its correct value can be verified. MILESTONE 4: TECHNICAL SEO, CRO AND LANDING-PAGE IMPROVEMENTS Required deliverables: * Prioritised developer tickets. * Essential technical SEO corrections. * Core Web Vitals and mobile recommendations. * Important on-page corrections. * Improved homepage proposition where required. * Booking-funnel improvements. * Professional comparison improvements. * Trust and price-presentation improvements. * Manchester FRA landing page. * Final landing-page copy or detailed copy requirements. * Developer support. * Implementation review. * Retesting. * Before-and-after evidence. * Confirmation of remaining issues. MILESTONE 5: MANCHESTER FRA GOOGLE ADS PILOT Required deliverables: * Campaign plan. * Commercial targets. * Keyword list. * Negative-keyword list. * Advert-group structure. * Responsive Search Ads. * Advert assets. * Geographic controls. * Budget controls. * Bidding recommendation. * Tracking verification. * Campaign build. * Pre-launch quality check. * Approval before activation. MILESTONE 6: INITIAL CAMPAIGN MANAGEMENT AND OPTIMISATION Required deliverables: * Controlled launch. * Frequent search-term monitoring. * Negative-keyword additions. * Budget monitoring. * Advert optimisation. * Keyword optimisation. * Location analysis. * Device analysis. * Landing-page analysis. * Funnel analysis. * Documented changes. * Weekly reports. * Final pilot report. * Recommendation to stop, improve or scale based on commercial evidence. ONGOING WORK If the initial project is completed successfully, ongoing responsibilities may include: * Expanding FRA campaigns to other cities. * Launching Google Ads for the other five services. * Improving bidding using reliable sales and value data. * Creating and optimising service pages. * Creating high-quality location pages. * Optimising professional profiles. * Publishing useful commercial and educational content. * Building legitimate authority and backlinks. * Technical SEO monitoring. * Search Console monitoring. * Conversion testing. * Landing-page development. * Monthly paid and organic performance reporting. * Profitability analysis. * Working continuously with the developer. ACCEPTANCE CONDITIONS A milestone will only be considered complete when: * Every agreed deliverable has been supplied. * Included implementation work has been completed. * Technical and tracking work has been tested. * Evidence has been provided. * Errors found within the agreed work have been corrected. * Required account access has been provided. * Documentation has been handed over. * The work has been reviewed and accepted. Producing an audit or recommendation without providing the agreed implementation support and verification will not count as completion. PERSON WE ARE LOOKING FOR You should have proven experience in: * Google Search Ads. * Generating completed purchases or paid bookings. * Conversion-rate optimisation. * GA4. * Google Tag Manager. * Google Ads purchase tracking. * Enhanced conversions. * Stripe or comparable payment tracking. * Transaction-value tracking. * Google Search Console. * Technical SEO. * Next.js or JavaScript SEO. * Marketplace or directory SEO. * E-commerce or booking-funnel optimisation. * Keyword research. * Search-intent mapping. * Local SEO. * Landing-page strategy. * Content planning. * Structured data. * Ethical authority building. * Working with developers. * Commercial reporting using CPA, revenue and profit. Experience with UK marketplaces, regulated services, professional services, property services or fire safety would be highly valuable. Google certifications alone will not be sufficient. We need evidence of real work and measurable commercial outcomes. APPLICATION QUESTIONS Please answer every question clearly. 1. What similar Google Ads, SEO and CRO projects have you completed? 2. Have you generated completed online sales or paid bookings rather than only leads? 3. Provide two relevant examples showing advertising spend, completed conversions, conversion rate, cost per acquisition, revenue and return on advertising spend. 4. How would you track a customer from a Google keyword through a multi-step questionnaire, comparison page, Stripe checkout and completed payment? 5. How would you prevent duplicated, failed or incomplete payments from being reported as sales? 6. What would you check before allowing us to spend any money on Google Ads? 7. How would you reduce irrelevant searches and wasted clicks? 8. How frequently would you inspect search terms during a new campaign? 9. What would you include on a high-converting Manchester Fire Risk Assessment landing page? 10. How would you calculate the maximum amount we can afford to pay for a booking? 11. How would you structure SEO for six services across many UK locations without creating thin or duplicated pages? 12. What Next.js or JavaScript SEO experience do you have? 13. What marketplace, directory or multi-step booking experience do you have? 14. How have you previously worked with developers and verified their work? 15. Which parts of this project would you complete personally? 16. Would any work be subcontracted? 17. What would you deliver during the first two weeks? 18. What timeline would you recommend for the initial project? 19. What fixed price would you charge for each initial milestone? 20. What would you charge for ongoing Google Ads, SEO and conversion management? 21. Which software would you use? 22. Are the software costs included in your price? 23. How would you report bookings, advertising spend, revenue and profit? 24. How would you build legitimate authority and backlinks for a new regulated-services marketplace? 25. Please provide examples or evidence supporting the results in your application. Begin your application with: FIRE GUIDE PAID BOOKINGS Applications that do not answer the questions or that provide only a generic SEO proposal will not be considered. FINAL OUTCOME We want a long-term relationship with a practical, commercially minded specialist who can help build this platform into a trusted UK marketplace for fire safety services. The right person will not simply promise rankings, traffic or large numbers of clicks. They will create the technical foundation, accurate measurement, high-converting customer journey, controlled Google Ads campaigns and sustainable organic strategy needed to generate real paid bookings and grow a profitable business.