Google Ads Specialist — Audit & Fix a B2B Lead-Gen Account (Search + PMax)

We're a B2B services business running Google Ads for lead generation. The account has grown organically over a couple of years and nobody fully trusts it anymore — spend is up, cost-per-lead is creeping, and we're not confident the conversion data reflects reality. We don't think we have a traffic problem; we think we have a structure, tracking, and lead-quality problem. We're looking for an experienced Google Ads professional to come in, diagnose what's actually going on, and fix it — not just rename campaigns and call it an audit. Likely scope: A genuine account audit: structure, match types, search terms, negatives, bidding, PMax, geo and device performance Validating conversion tracking end to end (Google Ads, GA4, GTM) so we can trust the numbers Cutting wasted spend and tightening targeting toward qualified leads, not just cheap clicks A restructure where it's warranted, with a clear rationale Reporting built around the two or three questions we actually ask each month — not a 40-metric dashboard This is an initial fixed-scope audit-and-fix engagement, with strong potential for ongoing management if it goes well. Skills: Google Ads, PPC, Performance Max, Conversion Tracking, Google Tag Manager, Google Analytics 4, B2B Lead Generation, Search Engine Marketing Screening questions Tell me about a Google Ads account you genuinely turned around. What state was it in when you inherited it, the two or three specific changes that drove the result, and the number that actually mattered to the client — cost-per-qualified-lead, ROAS, pipeline — not CTR or impressions. Specifics over summaries. You take over an account where one Search campaign is spending its full daily budget, impression share is healthy, and CTR is actually up — but conversions have fallen ~35% over the last month and cost-per-conversion has nearly doubled. Nothing changed on the website or the offer. Walk me through where you'd look, in order, and tell me the single most likely cause. I care more about your prioritisation and your hypothesis than a checklist. Your hourly rate, and realistically how many hours per week you can commit over the next 4–6 weeks. Be honest about availability. Please answer the three questions directly — I'm not looking for a generic capabilities pitch.