Google Ads Specialist for B2B Consulting Services — Strategy, Setup, Tracking & Ongoing Optimization

We are looking for an experienced Google Ads specialist to plan, build, launch, and continuously optimize lead-generation campaigns for a professional B2B consulting business. The business provides senior-level marketing, growth, digital, creative, sales, and operational consulting services. Our offers include fractional or interim marketing leadership, performance marketing advisory, growth consulting, strategic marketing support, and related project-based services. We serve businesses remotely and can work with clients across multiple international markets. Our target customers are likely to include founders, executives, marketing leaders, growing companies, agencies, SaaS businesses, and other organizations that need experienced strategic and executional support without hiring a full-time senior leader or traditional agency. This is not a one-time campaign setup project. We need someone who can own the Google Ads function from initial research and technical implementation through ongoing campaign management, experimentation, reporting, and scaling. Scope of work 1. Research and strategy - Review our services, positioning, target customers, pricing model, and conversion journey. - Conduct keyword, search-intent, competitor, and market research. - Identify the services and markets with the strongest paid-search opportunity. - Build a structured keyword plan grouped by commercial intent and service category. - Develop negative keyword lists to reduce irrelevant traffic. - Recommend geographic targeting, audience targeting, campaign types, budgets, bidding strategies, and an appropriate launch sequence. - Establish realistic initial targets for qualified leads, cost per qualified lead, conversion rate, and eventual return on ad spend. 2. Account and campaign setup - Audit or configure the Google Ads account and its essential settings. - Create a clear campaign and ad-group structure. - Build Search campaigns around high-intent services and buyer needs. - Write and test compelling ads that accurately reflect a premium, senior-level consulting offer. - Configure assets, audiences, location settings, schedules, exclusions, bidding, and budget allocation. - Set up remarketing or additional campaign types when sufficient data and a valid strategic case exist. - Ensure that we retain full ownership and administrative access to all accounts, campaigns, audiences, data, and assets. 3. Measurement and conversion tracking - Audit the website’s current analytics and tracking implementation. - Configure or validate Google Analytics 4, Google Tag Manager, and Google Ads conversion tracking. - Track meaningful actions such as consultation bookings, qualified form submissions, relevant button clicks, email or telephone interactions where appropriate, and other important funnel events. - Distinguish primary conversions from secondary or diagnostic events. - Prevent duplicate or inflated conversion reporting. - Test and document the complete tracking implementation before campaigns are scaled. - Implement consent-aware tracking and enhanced conversions where technically appropriate. - Recommend a method for tracking qualified leads, opportunities, and closed business—not only initial website enquiries. - Where feasible, configure offline conversion imports or CRM integration so Google Ads can optimize toward genuine business outcomes and revenue. - Create clear reporting that connects advertising spend with lead quality, pipeline, and return. 4. Ongoing campaign management - Monitor search terms and add negative keywords regularly. - Optimize keywords, match types, targeting, bids, budgets, ads, assets, audiences, locations, devices, and schedules. - Run structured ad-copy and landing-page experiments. - Identify poor-quality traffic, wasted spend, tracking problems, and conversion bottlenecks. - Improve lead quality and cost efficiency over time. - Make evidence-based recommendations for landing pages and the wider conversion journey. - Provide concise weekly updates and a more detailed monthly performance report. - Maintain a written change log explaining material optimizations and their results. - Develop a scaling plan once the campaigns demonstrate repeatable acquisition economics. 5. Required experience - Strong hands-on experience managing Google Ads for B2B services, consulting, professional services, or other high-consideration lead-generation businesses. - Demonstrable experience taking accounts from research and setup through ongoing optimization. - Advanced knowledge of Google Search campaigns, keyword strategy, match types, negative keywords, bidding, audience signals, and budget management. - Strong implementation experience with Google Tag Manager, GA4, Google Ads conversions, enhanced conversions, and cross-domain tracking where required. - Experience connecting ad performance to CRM stages, qualified leads, offline conversions, pipeline, or closed revenue. - Ability to explain performance and recommendations clearly without relying on vanity metrics. - A methodical approach to testing, documentation, and measurement. Please do not apply if your service is limited to creating campaigns and handing them over. We need someone who will remain accountable for performance, optimization, tracking integrity, and the quality of the resulting leads. 6. Initial deliverables - Business, market, website, and tracking audit - Keyword and search-intent research - Competitor and auction research - Proposed campaign structure and launch strategy - Measurement plan identifying primary and secondary conversions - GA4, Google Tag Manager, and Google Ads tracking setup or remediation - Campaign, ad, asset, targeting, and negative-keyword setup - Pre-launch quality-assurance checklist - Initial reporting dashboard - First 30-, 60-, and 90-day optimization plan - Ongoing campaign management and reporting 7. Success measures The primary objective is to generate commercially relevant, qualified consultation enquiries at a sustainable acquisition cost. We will evaluate performance using metrics such as: - Qualified consultation bookings - Cost per qualified lead - Lead-to-meeting and meeting-to-opportunity rates - Pipeline value and closed revenue attributed to paid search - Return on ad spend or an agreed lead-generation equivalent - Conversion rate and landing-page performance - Search-term quality and wasted-spend reduction - Traffic, impressions, clicks, and raw conversion volume are useful diagnostic metrics, but they will not be treated as the principal measures of success. To confirm that you have read the complete brief, begin your proposal with the words “qualified pipeline” and explain in one sentence why maximizing form submissions is not necessarily the same as maximizing business results.