PPC & Google Ads
Find a boutique PPC consultancy that makes your Google Ads budget work harder. Conversion tracking that actually works, honest performance reporting, no black-box campaigns.
PPC consulting (pay-per-click, also called Google Ads consulting or paid search consulting) is the work of making sure your advertising spend on Google, Meta, LinkedIn, and other paid channels is generating the returns it should. It covers account structure, campaign strategy, bid management, conversion tracking, creative testing, and the attribution model that tells you which clicks are actually driving business.
It is not the same as media buying (simply running the ads someone else set up) or social media management. A PPC consultant owns the strategy and the performance — the goal is lower cost-per-acquisition and higher return on ad spend, not just more impressions or a tidier account.
The buyers we see most often are marketing leads and founders at Danish B2B and e-commerce companies who are spending DKK 50.000 or more per month on paid search and are not confident they are getting the returns they should.
When you need ppc & google ads
You need a PPC consultant when your cost-per-acquisition is rising and you do not know why, when your conversion tracking is broken (a common problem since iOS changes and consent banners), when you are spending significant budget on Performance Max campaigns without clear visibility into what they are actually spending on, or when you have inherited an ad account that no one fully understands.
The most common scenario: a company has been running Google Ads for two or three years with a mix of in-house and agency management. Spend is up, results are opaque, and the monthly report shows lots of impressions and clicks but the connection to actual revenue is murky. A PPC audit often reveals that 40 to 60 percent of the budget is going to placements or keywords with no conversion history.
The second scenario: conversion tracking is broken. The iOS 14 changes, GDPR consent banners, and the deprecation of third-party cookies have made accurate conversion attribution harder than it was three years ago. Many companies are still running campaigns optimised on broken data. A PPC consultant who understands server-side tracking and consent-mode implementation can often dramatically improve the signal quality campaigns are optimising against.
Signs you're ready to bring in a consultancy
-
Your cost-per-click has increased significantly over the past 12 months but your conversion rate has not improved.
Rising CPCs without improving CVRs means either the competition has intensified or the campaign structure is not adapting. Both require strategic intervention.
-
You are running Performance Max but cannot see where the budget is going.
Performance Max is Google Ads increasingly opaque black box. Without specific optimisation signals and asset controls, it often spends on branded terms and low-value placements.
-
Conversion tracking shows fewer conversions than you know are happening from other sources.
If CRM data and Ads data disagree significantly, your campaigns are optimising against bad data. This is one of the most common and least-diagnosed performance killers.
-
Your ad account has been managed by three different people in the last two years.
Ad account histories matter. Inconsistent management creates overlapping campaign structures, conflicting bid strategies, and audience definitions no one has reviewed.
-
You are about to scale your ad spend significantly and want to make sure the account is ready.
Scaling spend into a poorly structured account does not produce proportional returns. An audit before scaling is far cheaper than cleaning up after.
What good ppc & google ads looks like
A good PPC consultant starts with a conversion tracking audit, not a campaign audit. It does not matter how well the campaigns are structured if they are optimising on bad signals. Before touching a single campaign, they should understand exactly what events are being tracked, whether they match what actually happens in your CRM, and what the discrepancy rate is.
Good PPC consultants are sceptical of Performance Max without clear evidence it is outperforming standard search campaigns on your specific account. PMax can work well, but it requires specific optimisation signals and asset quality that most accounts do not have. The default PMax setup is optimised for Google, not for you.
Good consultants build in transparency, not just results. You should be able to see what your spend is going on at a granular level. Reports that show top-line ROAS without campaign and keyword breakdowns are hiding problems, not demonstrating performance.
Warning signs: They cannot explain why a specific campaign is structured the way it is. They defend PMax without being able to show it outperforms standard search on your account. Their reports focus on impressions, clicks, and CTR rather than cost-per-conversion and revenue attribution. They cannot explain how conversion tracking works in your account.
What ppc & google ads costs in Denmark
Conversion tracking review, campaign structure analysis, prioritised recommendations. 1-2 weeks.
New campaign architecture, conversion tracking setup, bid strategy configuration. 3-5 weeks.
Monthly campaign management, bid optimisation, creative testing, performance reporting. Best for DKK 50.000+ monthly ad budgets.
Ready to get matched to a boutique firm?
How to choose a ppc & google ads consultancy
Ask how they handle broken conversion tracking. This should be the first thing they want to look at, not the last. If they start talking about campaign structure and keywords before asking to see your conversion data, they are starting in the wrong place.
Ask what their view on Performance Max is. There is no single right answer, but they should have a specific position based on experience with similar accounts. A vague answer about PMax being great in some cases is not a position.
Check if they use consent-mode and server-side tracking. In the post-iOS 14 and post-GDPR world, these are not optional for accurate measurement. A PPC consultant who does not work with these technologies is operating on inaccurate data.
Agree on reporting cadence and metrics upfront. Weekly or monthly? What does a good report look like? The answer should include cost-per-qualified-lead or cost-per-sale, not just cost-per-click and CTR.
Frequently asked questions
There is no universal answer, but a useful floor: below DKK 20.000 to 30.000 per month on Google Ads, most B2B categories do not have enough data volume to optimise campaigns effectively. You end up with campaigns that never gather enough conversion signals to improve. For e-commerce and high-volume B2C, lower budgets can work if the product is well-defined and keywords are tightly scoped.
Performance Max is Google Ads all-in-one campaign type that uses machine learning to optimise across Search, Shopping, Display, YouTube, Gmail, and Maps simultaneously. It can work well if your account has sufficient conversion history (at least 30 to 50 conversions per month), high-quality creative assets, and clear audience signals. Without these inputs, PMax tends to spend on branded keywords and low-quality placements that would not have been approved in a manually managed campaign. Ask any PPC consultant to show you a PMax vs standard search A/B test on your account before committing budget to it.
A PPC consultant typically owns the strategy and the implementation, works closely with you on performance, and charges for time rather than a percentage of ad spend. An ad agency often charges a percentage of spend (typically 10 to 15 percent) which gives them a financial incentive to spend more. Consultants tend to be more senior, more transparent, and better suited to companies that want to understand their campaigns rather than just outsource them.
The reliable path involves three components: Google Consent Mode v2 (so Google can model conversions from users who decline tracking), server-side tagging (so conversions are recorded server-side rather than relying on cookies), and enhanced conversions (matching hashed email addresses from CRM data to Google sign-in). Implementing all three typically recovers 70 to 90 percent of lost conversion visibility. The implementation requires access to your Tag Manager, your server, and your CRM or checkout system.
Fill in the project starter form on this page. It takes about 5 minutes. We will match you to 2 to 3 boutique PPC consultancies in Denmark that fit your budget and business type. You will hear back within 48 hours.
Boutique PPC & Google Ads consultancies on Consulthero
We list only boutique consultancies — 2 to 50 people, not freelancers and not Big 4. Every listing has been reviewed.
We're adding PPC & Google Ads consultancies right now.
Are you a boutique firm in this space? Apply to be listed →
Start a PPC & Google Ads project today.
Tell us where you are and what you're trying to figure out. We'll match you to 2–3 boutique consultancies in your city. Free, takes 5 minutes, you'll hear back within 48 hours.