Account audit
A line-by-line review of your existing account: wasted spend, broken tracking, campaigns working against each other. You get a prioritised list of fixes, whether or not you hire me afterwards.
Google Ads · Analytics & tracking
Google Ads that
earn their keep.
I'm Innes Ford. I build and run Google Ads campaigns for small businesses, set up the tracking that proves what's working, and tell you plainly where every pound goes and what it brought back.
Tracking health check3 / 5
- ✓GA4 purchase eventFiring
- ✓Google Ads conversion tagFiring
- ✓Consent mode v2Configured
- !Enhanced conversionsNot set up
- ✕Form submit tagDouble-counting
- in paid search, since 2017
- 8+ yrs
- largest annual account spend managed
- £4m+
- 100% Job Success on Upwork
- Top Rated
- Upwork client rating
- 5.0 ★
Services
What I can take off your plate
Campaign builds & management
Search and Shopping campaigns built around the work you actually want, then looked after with regular optimisation. Or I'll do the setup and hand it over for you to run.
GA4 & Tag Manager
From quick tag fixes to full measurement plans: GA4, Google Tag Manager, conversion tracking and Merchant Centre, set up so the numbers can be trusted.
Dashboards & reporting
Looker Studio dashboards and monthly reports that answer the questions you and your stakeholders have: what it cost, what came in, and what changes next.
How I work
Simple process, no surprises
- 01
Audit
I read the account and your goals, then show you what I found before you commit to anything.
- 02
Fix & focus
Cut the waste, sort out the tracking, and point the budget at the work you most want to win.
- 03
Run & report
Regular optimisation, a clear monthly summary, and a direct line to me whenever you need it.
- You deal with me. Not an account manager passing messages along.
- You own the account. Your data and history stay yours if we stop working together.
- Run it, or hand it over. Full management, or a clean setup you maintain yourself. Whichever suits you.
Selected work
Recent projects
Stonemasonry · Edinburgh
Refocusing spend on the jobs that matter
Moved budget from Performance Max into tightly themed Search campaigns aimed at whole-house lime repointing for homeowners, and filtered out commercial, developer and flagstone enquiries the business does not want.
Private healthcare
A long-term digital partner for a private clinic
Ongoing search advertising, GA4 analysis and website management, plus demand modelling to size new services before committing budget. I also coordinate with their designers and SEO specialists so everything pulls in one direction.
Gym chain
Tag Manager rebuild across multiple sites
Reviewed and rebuilt the Google Tag Manager setup so conversions and key actions were tracked consistently across every location.
Online therapy
Google Ads to fill the session diary
Created and managed search campaigns for an online therapy service, focused on one goal: more qualified session bookings, tracked through to the booking system.
Your business?
Let's see what your account could be doing.
Client feedback
What clients say
“Highly recommend Innes. Excellent skills, communication and responsiveness!”
“Professional and fast. Would recommend for Google Adwords campaigns.”
About
Hi, I'm Innes.
I started in PPC in 2017 and spent five years in Scottish digital agencies, managing accounts up to £4m+ a year in spend for clients in insurance, automotive and retail. Since 2022 I've freelanced, working directly with businesses and as a specialist subcontractor for other agencies.
That mix of agency scale and small-business budgets means I know what goes into a successful Search or Shopping campaign, and what usually goes wrong. A computer science degree means I'm comfortable going deep on tracking and data when it's needed.
I'm Google Ads Search and Shopping certified, an advanced user of GA4, Tag Manager, Search Console, Merchant Centre and Looker Studio, and at home in WordPress, Shopify and Webflow.
I'm straight with clients about what I can take on and what an account really needs, even when the honest answer is that it needs less spend, or less of my time. You'll always know what I've done and why.
Alongside the Google Ads interface, I work directly with the Google Ads API. That means faster audits, deeper search term analysis, and reports built around your numbers rather than a template.
Contact
Send me your account. I'll tell you what I'd change.
The first review is free, there's no obligation, and I'll get back to you as soon as I can.
contact@innesford.co.ukPrefer to hire through Upwork? Find me there ↗