The UK Paid Ads Consultant Vetting Framework

Finding a good PPC consultant in the UK feels like a minefield, doesn't it? You're bombarded with promises of incredible results, but it's almost impossible to tell who actually knows their stuff and who's just good at selling. I've seen countless businesses burn through thousands of pounds with the wrong person, and it almost always comes down to the same thing: they didn't have a proper framework for vetting them.

The problem isn't just about avoiding the bad ones; it's about identifying the truly great ones. A great consultant doesn't just manage your ad spend; they become a strategic partner who understands your business's core economics. They don't just promise you leads; they help you figure out how much you can afford to pay for a customer and still be wildly profitable. This guide will walk you through the exact framework I'd use to hire someone. It’s not about ticking boxes; it's about changing how you think about hiring for this role entirely.

So, how do you spot real expertise from the outset?

The first place to look is always their track record. But here's the contrarian bit: I don't just mean looking for fancy logos or big brand names. I mean looking for proof that they have solved a problem very similar to yours, for a business very similar to yours. Generic case studies claiming "10x ROAS for eCommerce brand" are a massive red flag for me. It's too vague. What kind of eCommerce brand? What was the starting point? What was the profit margin?

You need specifics. For example, one B2B software client we worked with was able to get their cost per lead down to $22 on LinkedIn Ads. That's a specific result on a specific platform for a specific type of business. Another client, a medical job matching SaaS, had a £100 cost per user acquisition; we got that down to £7. These are tangible, specific outcomes. That’s what you should be looking for.

When you review a consultant's case studies, you need to put on your detective hat. Don't just be impressed by the final number. Dig into the story. A good case study isn't a brag sheet; it's a diagnostic report that shows their thinking. The flowchart below is how I mentally process a case study to see if it holds water.

If you find someone with case studies that pass this test, you've found a potential contender. Now it's time to talk to them. This is where most people make their second mistake.

What should you ask them on the first call?

Your goal on an initial call is not to get a price. Tbh, if they give you a fixed price without deeply understanding your business, that's another red flag. Their price should be based on the complexity of your problem, not a one-size-fits-all package. Your goal is to continue the vetting process and get a taste of their expertise.

Don't ask: "How can you get me more leads?"

Instead, ask questions that force them to reveal their thought process:

• -> "Looking at my website and business model, what's the single biggest assumption you'd want to test first with a small budget?"
• -> "What's the most common mistake you see businesses like mine making with their paid ads?"
• -> "Talk me through how you'd approach diagnosing my current ad account. What are the first three things you'd look at?"
• -> "Beyond ROAS, what metrics would you want to focus on for my business and why?"

A good consultant will answer with more questions. They’ll want to know about your customer lifetime value, your sales cycle, your profit margins, and your conversion rates. They’ll sound like a business consultant who happens to specialise in ads. A poor consultant will give you vague, confident-sounding answers full of jargon. They'll talk about "optimising the algorithm" and "laser-focused targeting" without connecting it back to your actual business goals.

This is why we, for instance, offer a free initial consultation where we actually review their strategy and account with them. It’s not a sales pitch. It’s a working session. It’s the best way for a potential client to see how we think and for us to see if we can actually help them. If a consultant isn't willing to give you a bit of genuine, upfront value and demonstrate their expertise, you have to ask yourself why. You can find out more about what to look for when vetting a UK ad consultant in our detailed guide.

Can they do the maths that actually matters?

This is the ultimate test. This is what separates the top 1% of ad experts from everyone else. Can they have a conversation about your business's core financials? Any decent ads manager can get you a £20 lead. But is a £20 lead good or bad? You have no idea unless you know what that lead is ultimately worth to your business.

The two most important acronyms they should bring up are LTV (Lifetime Value) and CAC (Customer Acquisition Cost). If they don't mention these, they are flying blind, and they'll be flying blind with your money.

Lifetime Value (LTV): This is the total profit you can expect to make from a single customer over the entire time they stay with you. It's the North Star metric for your business.

Customer Acquisition Cost (CAC): This is your total sales and marketing cost to acquire one new customer. Your ad spend is a major part of this.

The golden rule is that your LTV should be at least 3x your CAC. So, if a customer is worth £3,000 to you over their lifetime, you can afford to spend up to £1,000 to acquire them. This simple ratio is what unlocks aggressive, intelligent scaling. It stops you from panicking about a high cost per lead and lets you focus on acquiring high-value customers.

A top-tier consultant will help you figure this out. They'll understand that their job isn't just to lower your CPL, but to help you acquire customers at a profitable CAC relative to your LTV. If a candidate starts talking about this stuff on a first call, you're likely talking to a pro. To help you get a handle on your own numbers, I've built a simple calculator below.

What about the UK context specifically?

Hiring a UK-based consultant can have its advantages, especially if your target market is primarily British. They'll have an intrinsic understanding of the cultural nuances, consumer behaviour, and the competitive landscape here. For instance, the language used in ad copy that resonates with a London audience in the finance sector might be very different from what works for a retail brand targeting customers in Manchester.

Performance metrics also vary. From our experience, the UK market is sophisticated and can be competitive, meaning costs can be higher than in other regions. For instance, I remember one campaign for a home cleaning company that achieved a fantastic £5 cost per lead, which is excellent for the UK. However, a client in the HVAC space, which is far more competitive, sees costs around $60 (£47) per lead. A UK-based expert will have the benchmarks and experience to tell you what's realistic for your specific industry here.

They'll also be on the right time zone, which is a practical but often overlooked benefit. Quick communication and the ability to jump on a call without coordinating across continents can make a huge difference, especially when you need to make quick strategic pivots. For many UK founders, understanding the local market nuances is a critical piece of the puzzle, and a local expert can be invaluable. If you're weighing your options, consider reading our guide on the pros and cons of DIY vs. hiring a UK agency.

So, what's the final verdict?

Hiring the right PPC consultant isn't about finding someone with a secret formula. It's about finding a strategic thinker who is obsessed with your business's success, not just their own campaign metrics. They should be able to challenge you, talk finance as fluently as they talk advertising, and back up their claims with relevant, detailed proof. It’s a rigorous process, and it should be. You're not just handing over your ad budget; you're entrusting them with a critical part of your company's growth engine.

To pull it all together, I’ve detailed my main recommendations for you in a final vetting framework below. Use this as a checklist when you're evaluating potential candidates. It will help you stay objective and focused on what truly matters.

Making the wrong hire can set you back months and cost a small fortune. But making the right one can completely transform your business's growth trajectory. The time you invest upfront in this vetting process is the highest-leverage activity you can do. It's the difference between gambling and making a calculated investment.

If you've gone through this and feel like your current approach isn't working, or you'd just like a second opinion from an expert, that's what we're here for. We offer a completely free, no-obligation strategy session where we can dive into your ad account, look at your numbers, and give you some actionable advice on the spot. It's a great way to see if we're the right fit and, at the very least, you'll walk away with some valuable insights you can apply to your business right away.

Hope this helps!