Your PPC is running.
The question is whether it's actually growing your revenue.

  • 11 YEARS' EXPERIENCE11 years managing PPC across agency and in-house roles, including time at IPG Mediabrands
  • £20M+ MANAGEDJack Burton has managed £20M+ in ad spend for clients including Adobe, Ted Baker and Ben Sherman across multiple channels
  • eCOMMERCE SPECIALISTPMax and Shopping campaigns structured around revenue and margin
  • CUTTING-EDGE TOOLINGAI bidding, feed optimisation and automation scripts used as standard on every account I manage
  • FULL CHANNEL COVERAGEGoogle, Meta, Bing and Display all handled under one roof, with consistent strategy across each
  • INDEPENDENT STRATEGYEvery account built around your brand's own goals and margins
Jack Burton Meet Jack Freelance PPC Consultant

"Far more than a safe pair of hands. Jack consistently drove performance and made PPC a genuine competitive advantage for us."

Andrew Chung

Andrew Chung, Ecommerce Director (fmr.) at Suit Direct

Ongoing management  ·  Audits  ·  Project-based work welcome

Let's Work Together

Tell me about your store and what you need. I'll come back to you within one working day.

No commitment. Just a conversation.

A PPC specialist who grows eCommerce, his way.

I'm Jack, a UK-based PPC consultant with 11 years of hands-on experience across some of the UK's biggest agencies and in-house teams, including time at IPG. I've grown tens of eCommerce businesses, from growth-stage brands to multi-million pound accounts.

I don't follow Google's playbook by default. A lot of what gets called "best practice" mainly serves Google's revenue. I've spent years working out what holds up for eCommerce, then building systems around it.

My last in-house role was Paid Search Manager at Suit Direct, where I turned PPC into a genuine competitive advantage in one of the UK's most competitive retail markets. I know what high-performance eCommerce PPC looks like from the inside.

Jack Burton
PMax done properly, with the controls Google would prefer you to leave off. Feed-driven architecture, controlled asset groups, audience signal strategy built around your margins. Shopping campaigns structured to push spend where it converts, instead of wherever Google's algorithm decides.
  • Campaign build & restructure
  • PMax asset group architecture
  • Feed-driven Shopping strategy
  • Bidding strategy and target setting
  • Negative and search term management
Search campaigns built to support Shopping and PMax instead of cannibalising them. Tight keyword control, aggressive negative management, and RSA copy that earns clicks. Structured around the way people actually buy, not the way Google wants to categorise them.
  • Campaign structure
  • Negative management
  • RSA strategy
  • Bidding strategy
  • Audience layering
Catalogue-driven Meta campaigns run in sync with Google, instead of as a separate silo. DPA prospecting and retargeting, creative guidance, and Pixel and Conversions API implementation to keep measurement clean.
  • Campaign setup and audience strategy
  • Dynamic product ads (DPA / catalogue)
  • Prospecting & retargeting
  • Pixel & Conversions API implementation
Display and Demand Gen used deliberately for awareness, retargeting, and filling the gaps Shopping can't cover. A tactical channel, deployed only where the data supports it.
  • Demand Gen campaigns
  • GDN retargeting
  • Audience strategy
  • Creative guidance
The feed is the engine of your Shopping campaigns. I audit and optimise product data across Google Merchant Centre (titles, attributes, categorisation and custom labels) to unlock better targeting and improved ROAS. Available as a standalone engagement or as part of full management.
  • Merchant Centre audit and error resolution
  • Title and attribute optimisation
  • Custom label strategy
  • Feed management and supplemental feed setup
A thorough, honest audit of your PPC account: what's working, what isn't, and where the real opportunity is. Prioritised recommendations with clear rationale. A good starting point if you're not sure where things stand.
  • Full cross-platform account review
  • PMax and Shopping audit
  • Feed audit
  • Prioritised recommendations with clear rationale

A focus on the full system: feed, site and ads.

Most eCommerce PPC problems aren't inside Google Ads. They're in the feed, on the landing page, or in how campaigns are structured relative to each other. My approach starts with understanding where the system is leaking before touching bids.

That means auditing feed titles so your products show for the right searches, building custom label strategies that let you control spend by margin tier, and managing the search term report so budget goes to high-intent, commercially relevant traffic.

The process:

  • AuditWhat's already running: identify the highest-impact fixes before anything else moves.
  • RebuildCampaign structure around your products and margins, with feed quality as the foundation.
  • ImplementProper Shopping and PMax architecture with controlled asset groups and audience signals.
  • OptimiseOngoing work across search terms, bids, and creative, with reporting that shows what's moving.

What people say

“Bringing Jack into the agency meant instantly adding true PPC expertise to our service offering. He was someone we could confidently put in front of any client, knowing he would both protect and enhance our agency's reputation. He quickly turned performance around during onboarding, while treating every budget (especially for smaller businesses) with real care and precision.”
Alex GregoryPerf. Marketing Director at Another Concept
“Jack has been an absolute life saver in helping me with my Google Ads. Went above and beyond to make sure that I was where I needed to be with them and has continued to provide good insights as to any changes that need to be made in order to keep a steady flow of leads. Definitely a breath of fresh air after dealing with a few other PPC people!”
Harry RobertsOwner at Harry Roberts Photography
“Jack was far more than a safe pair of hands with PPC at Suit Direct, he was consistently driving performance while continually pushing the channel forward. He explored new strategies and technology to ensure PPC wasn't just well managed, but a genuine competitive advantage for us.”
Andrew ChungEcommerce Director at Suit Direct (fmr.)
“Jack is my go-to for PPC expertise. His extensive experience shows in both his technical depth and strategic understanding – he's someone I trust to resolve issues quickly and provide the guidance needed to genuinely level up performance.”
Ivan IgnatovFounder & Event Lead at Kinky Plants

Frequently Asked Questions

Yes, though I'm best suited to brands spending at least £3–5k/month on paid ads. That's the level where there's meaningful data to work with and real optimisation to be done. If you're below that, I'll be honest about whether the timing is right.
Absolutely not. PMax is powerful if it's structured correctly: controlled asset groups, audience signals built from real data, proper negative management, and solid feed architecture underneath it. Left to run on its own it will spend efficiently, report optimistically, and quietly cannibalise your brand terms.
I've grown tens of eCommerce businesses across a range of sectors and spend levels. Most engagements are covered by NDAs so I can't share specific numbers publicly. I can walk you through my approach and what to expect. References are available on request.
Both. A standalone audit is a great starting point if you're not sure where things stand: a clear, prioritised view of what's working and what isn't. Worth noting that the biggest opportunities in most eCommerce accounts sit outside the ad platform — in the feed or on the landing page — and an audit will surface those too. Many clients move into ongoing management from there, but there's no obligation.
Google Ads (Search, Shopping, PMax, Demand Gen, Display), Meta Ads (Facebook & Instagram), and Microsoft/Bing Ads. I also handle feed management across Google Merchant Centre using tools like DataFeedWatch and Channable where needed.
I keep my availability deliberately fluid so I can take on new work without a long waiting list. Drop me an enquiry and I'll be honest with you about timelines. If I'm at capacity I'll say so upfront rather than overpromise.
Typically: a short intro call to understand the brief → access to relevant accounts → initial account review → agree scope, deliverables and reporting cadence → work begins. For most engagements I can be up and running within a few days of access being granted.
It depends on your product, margins, and audience. Google Shopping and PMax are almost always the starting point for product-based eCommerce — they put your products in front of people actively searching to buy. Meta (Facebook and Instagram) is stronger for impulse purchases, visually-led products, and retargeting people who've already visited. Microsoft Ads is often overlooked but can deliver cheaper CPCs for the same intent, particularly for products with an older or more professional buyer. Most established eCommerce brands should be running at least Google and Meta in parallel, with Microsoft as a third channel worth testing once the core two are optimised.

Related articles

June 12, 2026

“Incremental” Shopping Feeds: A Fraud Hiding in Plain Sight?

Incremental feed tools promise revenue you wouldn't have otherwise. The data often says otherwise.
June 5, 2026

5 Reasons Why Google Ads Is So Expensive

Three are about the market you're in. Two are usually your fault.
July 9, 2026

Why good PPC happens outside Google Ads now

The platform hasn't got harder. The job has got bigger.
All articles →
Jack Burton

Talk it through with me.

Tell me what you're spending, what's working and what's bugging you. You'll be talking to the person who would run your campaigns, and you'll get a straight answer on whether I can help.

Get in touch No obligation. No sales team.