Ecommerce Google Ads consultant for UK D2C brands
I'm Kieran, an independent Google Ads consultant and founder of Kiezo Growth. I run every account myself.
Most agencies are optimising for the wrong thing. I fix the disconnect between platform metrics and your actual P&L so your spend grows the P&L line you care about, not just a green dashboard.
60-second overview
Who it's for
Good fit
- D2C brand, typically £3m-£50m+ turnover, usually UK-based.
- Spending £25k+/mo on Google Ads for management. Spending £10k-£25k/mo? Start with the audit.
- Google Ads says it's working, but you don't feel it in the P&L.
- Margins aren't built into your paid search strategy, or your agency doesn't seem to be working through them.
- You're not sure whether Google Ads is bringing in new customers or existing ones.
- Discounts, promotions and returns aren't considered in your paid search strategy.
- Your customers' buying journeys cross online and offline.
- You know which line of your P&L you need Google Ads to move.
Not a fit
- Unwilling to commit to a funded 90-day initial term.
- Won't share margin data at category or product level, or doesn't have it.
- Will judge the partnership on ROAS or other in-platform metrics.
- B2B, SaaS or lead generation businesses.
- Looking for one partner to run Meta, CRO, creative or tagging.
- Pre-launch or early-stage brands with no trading history.
- Expecting a guaranteed ROAS or result. Anyone promising one in PPC is selling snake oil.
Brands like these
Bought again and again
Repeat buyers. The real questions are what a new customer costs and when they pay it back.
- Fragrance and perfume
- Beauty and skincare
- Fashion and accessories
- Supplements
- Homeware and gifting
Bought once every few years
One purchase in years. The first order has to pay for itself.
- Furniture
- Jewellery
- Lighting
- Premium flooring
- Kitchens
- Made-to-measure shutters and blinds
- High-end rugs
- Stone worktops
- Hot tubs
- Garden buildings
- Outdoor kitchens
- Swimming pools
- Home gym and Pilates
- Golf simulators
- E-bikes and premium cycling
- Musical instruments
- Original art and sculpture
- Premium audio and hi-fi
- and many more
What Google says vs what your P&L says
Google Ads only reports the sales it can track and claim. Consent banners, ad blockers and device switching hide some sales. Brand searches from people who were already coming to you inflate others.
Invented figures, not client data.
Bought again and again
A fragrance brand
Google reports
6.0 ROAS. Google says 75% of sales come from new customers.
The P&L says
- New customer revenue in Shopify is flat. Returning customers bring in 70% of revenue.
- Discovery sets are half of first orders at 30% gross margin. Full-size bottles carry 70%.
- Each new customer costs £55 in ad spend. Their first order leaves £25 after product, delivery and discounts, so payback relies on the second order.
What changed
- Brand search split out. Prospecting runs to a lower target, judged on cost per new customer from Shopify and on lifetime value.
- Prospecting budget weighted towards full-size bottles over discovery sets.
- Reported ROAS fell. New customer revenue in Shopify rose.
Bought once every few years
A furniture brand
Google reports
3.0 ROAS. Sofas look like the weakest campaign at 2.4. Accessories look like the best at 6.0.
The P&L says
- Accessories carry 15% contribution after delivery and returns, so every £1 spent returns 90p.
- 40% of sofa sales finish in the showroom or on the phone, which Google never sees.
- A sofa customer may not buy again for 7-10 years, so the first order has to pay for itself.
What changed
- Showroom and phone sales connected into the ads account, for a fuller view of return.
- Accessories deprioritised in the paid budget and moved into retention upsells.
- Sofa targets set on first-order profit.
The approach
The person you speak to is the person doing the work.
I've run Google Ads from both sides: inside agencies managing multi-client accounts, and in-house where efficiency and new customer growth targets are critical. Before making a single recommendation, I go deep on your P&L, margins, SKU mix, and cash flow. That intake is not negotiable, because decisions grounded in your business are the ones that hold. At a large agency, the senior specialist closes the deal and the account goes to a junior. Here, the person you speak to is the person doing the work, every week.
Typically 15-30% waste uncovered during the full audit.
A profitable channel you can scale with confidence.
The two questions anyone answerable for the P&L needs answered: is paid search genuinely profitable, and how far can we take it? I manage to the line of your P&L you choose, and report contribution margin, NCAC and payback windows alongside it: the numbers that tell you whether the channel is working, not just spending. That means knowing which SKUs drive profit, which campaigns are acquiring high-LTV customers, and which are burning cash. When those answers are clear, you can push spend with confidence, knowing the impact on margin, inventory, and returns before you commit.
From "is this channel working?" to "how far can we take it?"
Every recommendation I make is in your interest, not mine.
Flat fee. No percentage of spend. No markup on your ad budget. The fee structure exists for one reason: every decision, whether to scale, pause, or restructure, is made on what's right for your business. When the right call is to hold spend, that's the call I make. When the right call is to push, I'll tell you exactly what to expect on margin, payback, and new customer acquisition before we move.
Incentives aligned from day one.
Read more
The Kiezo 3 Step Framework, explained in full, no jargon.
Working with me
Kieran - one of the very best I've worked with! Highly recommend Kieran for all things paid search - you won't find better out there.
Chris Sartori
CCMO, Loaf
Kieran is a pleasure to work with, bringing a thoughtful and proactive approach to our paid advertising. He really understands the commercial side of growing a business and the importance of balancing growth with profitability. He's taken the time to understand our businesses and is always happy to talk through his ideas and recommendations. Communication has been clear throughout, with regular updates and an open, collaborative approach. We've appreciated his support and the fresh perspective he's brought to our marketing.
James Ward
Director, FW Homestores & Reclaim Nation
Kieran is one of the most rounded paid search specialists I've worked with. He collaborated across every team - product, paid social, brand, creative, which made our campaigns stronger across the board. He never stopped at surface-level numbers, always digging into the data until he found the insight that changed what we did. Commercially sharp, he focused on the metrics that genuinely drive the business rather than vanity stats. On top of that, he's great fun and a real asset to any team. I'd recommend him without hesitation.
Namrata Tidy
Head of Acquisition, Elizabeth Scarlett
I really enjoyed working with Kieran during our time at Loaf. What always stood out to me was his determination to understand the bigger commercial picture, rather than simply focusing on performance within his own channel. He genuinely cared about making the business more profitable and wasn't afraid to challenge assumptions, ask difficult questions or dig deeper to find answers.
As an external partner, I really valued having Kieran as someone I could openly collaborate with, problem-solve alongside and trust to help move things forward. He's incredibly knowledgeable, commercially minded and genuinely invested in doing a great job. Any business would be lucky to have him.
Michelle McCance
Paid Social Partner, Tiny Shell
Services and fees
Most new clients start with an audit - it's the lowest-risk way to see exactly how your account is performing against your P&L before committing to ongoing management.
Audit
Account & Feed Audit
One-off · From £2,500
- Find exactly where your account is leaking profit vs. just showing poor platform metrics
- SKU-level analysis - which products drive real margin vs. burning budget
- Full GMC feed review: attribute coverage, alignment to search behaviour, tailored for business needs
- Delivered with prioritised fixes, not a long list of observations & tear downs
- No obligation to continue - you own the audit
Account Management
Ongoing Account Management
Monthly retainer · From £3,000 · 3-month initial term, then rolling
- Audit included, or a head start if you've had the audit in the last 90 days
- Senior specialist managing your account - not passed off to a junior focusing on ROAS
- Managed to the line of your P&L you choose, measured from your own data
- Flat fee. No percentage of spend, mark-ups or revenue share
- Daily Slack comms. Weekly performance updates. QBRs in person if requested.
- You always own the account and the data.
Consulting & Training
Consulting & Team Training
Two separate offers
One-hour consultation
- A short form before the call: your goal, your spend and the problem in your words
- 60 minutes, one to one
- A recording if you ask
Advisory and team training
- For in-house teams that run their own account
- Strategic oversight and a standing advisory slot
- Team training on Google Ads and feed management
- Second opinion on structure, bid strategy or campaign architecture
- Longer-term fractional partnerships where full handover isn't the right fit
All services are flat fee. No percentage of spend, mark-ups or revenue share. Ever. That's not a policy - it's a structural commitment to alignment.
Frequently asked questions
3-month initial term, then rolling
No lock-ins or expensive buyouts
Flat fee only
No % of spend, markup, or hourly rate
D2C e-commerce only
Not for B2B, SaaS or lead gen
You own everything
Ads Account, Merchant Centre. Always.
Slack + Google Meet
Daily comms. No monthly report-and-disappear.
In more detail
Why a flat fee and not % of spend?
Because a percentage of spend pays me more for spending more of your money, whether or not it made you anything. The fee is fixed when we agree scope and doesn't move month to month, so pausing campaigns, cutting spend or telling you not to scale yet never costs me a penny.
What does it actually cost?
Retainers start from £3,000 per month depending on account complexity and spend level. Audits start from £2,500. The one-hour consultation is £250. No percentage of spend, mark-ups or revenue share. Ever.
What changes the retainer price?
Your spend level and how complex the account is: the number of markets, the number of brands or accounts, catalogue size and feed work, and whether sales finish offline or in store. The fee is fixed in the proposal once we agree scope.
Does the fee change if our spend changes?
Not month to month. If you pull spend back for a month, the fee stays the same. It's reviewed, in either direction, only when your spend or scope changes for good - a new market, say, or a sustained cut-back to protect contribution margin.
If we start with the audit, do we pay for it twice?
No. The audit fee isn't credited against the retainer, but you don't repeat the work. If your audit was in the last 90 days, the retainer skips the diagnosis and month one starts on the roadmap. If it's older, we refresh the baseline first.
Are you a freelancer or an agency?
Neither, in the usual sense. Like a freelancer, I'm one person and I do the work myself. Unlike an agency, there's no account manager in between and no junior running your account. I'm an independent consultant, accountable to your P&L rather than to a task list.
How do you measure whether it's working?
Against the line of your P&L you choose: revenue, contribution, net profit, new customers or a new market. It's measured from your own order data, not Google's conversion value, against a baseline and target we agree in writing in month one. Never on ROAS.
What data do you need from us?
Margins at category or product level, shipping costs and return rates, payment and finance fees, and read access to Google Ads, Merchant Centre and your ecommerce back end. If the margin data doesn't exist in a usable form yet, say so on the intro call - building it is often the most valuable part of the process.
Can you track sales that finish in a showroom or on the phone?
Yes. Connecting offline and in-store sales into the ads account is part of the work, and it gives a fuller view of what Google Ads is actually returning. Your developer captures the click IDs in your CRM or tills; I set up and run the import.
Do you do CRO, tagging, or creative?
No. Google Ads and Merchant Centre only. I'll advise on CRO and tagging where relevant and flag issues, but implementation is outside scope. The exception is inside Google Ads itself: setting up offline and in-store sales as conversions is part of the work. Specialism over breadth - always.
Can you work alongside our in-house team or agency?
Yes, and often that's the right structure. If you have someone internal running other channels, or an agency handling Meta, I'll work to the same commercial targets rather than competing for credit on a blended number.
Do you work with brands outside the UK?
Yes. The focus is UK D2C brands, but I work with brands elsewhere where the fit is right. Each extra market is one of the things that changes the retainer price.
What if I want to leave?
After the initial 3 months, contracts are rolling. No buyout clauses. No penalty. You keep the account, the data, and all work done. I want clients who stay because it's working, not because leaving is expensive.
Get in touch
Find out if your account is leaving profit on the table.
Most accounts I review are optimising to the wrong metrics. Choose the route that fits your spend and what you need - ongoing management or advisory, a one-off audit, or a paid one-to-one consultation.
Ongoing management or advisory
Your account managed on a flat monthly retainer, optimising for metrics that actually move the P&L. Or strategic oversight and training for an in-house team that runs its own account.
Book an ongoing support call30-minute intro call at no charge. Fit, scope and price - not account advice.
Account and feed audit
Your account and Merchant Centre feed audited in full, with a three-month roadmap.
Book an audit call30-minute intro call at no charge. Fit, scope and price - not account advice.
One-to-one consultation
An independent, specialist consultation about your ad account and/or feed, with practical next steps.
Book a consultationPaid at booking. A focused 1-2-1 session designed to help solve your specific issues - not an audit or ongoing management.
Free Tools
The tools, templates and thinking
to scale smarter.
The three pillar hubs below cover how to measure, optimise and troubleshoot a profitable account. Beneath them sit the free tools, templates and articles built to help you run Google Ads on real numbers, not agency metrics.
Profit-First Measurement & KPIs Hub
Measure Google Ads the way a finance team would - contribution margin, NCAC, breakeven ROAS and payback windows, not the revenue Google reports.
ExploreGoogle Shopping Ads & Feed Optimisation Hub
In Shopping and Performance Max the feed is your targeting. Get it structured for profit, not just approved by Merchant Centre.
ExploreGoogle Ads Campaign Optimisation & Troubleshooting Hub
Diagnose why an account has stalled and steer it back to real business objectives - start with the actual problem, not the dashboard.
ExploreFree resources
Browse all templates
Unit Economic Calculators, RSA frameworks, feed checklists — every template in one place, ready to use.
Articles
Browse all articles
Strategy, KPIs, bidding, feed optimisation — written for operators who want to understand their accounts, not just their dashboards.