AdWords Consultant & Google Ads Expert
If you're searching for an AdWords consultant, you're in the right place — though you may also see it called Google Ads today. Google rebranded AdWords to Google Ads in 2018, but the platform, the expertise required, and the problems most advertisers face haven't changed. I'm Kristina Cutura, an independent Google Ads consultant based in San Francisco with over 20 years of paid search experience — including time at Google itself, where I was part of the company's first-ever optimization team.
Hiring an AdWords expert is the optimal option for Google AdWords marketing services, especially if you don’t have internal resources to learn the complex AdWords systems and PPC best practices. As an expert AdWords consultant, I interact with businesses that spend considerably more than necessary on AdWords. With the right account set-up and optimization strategies, you could be getting better quality traffic and more leads or sales.
Most businesses I work with are spending more than they need to on Google Ads because the platform has gotten more complex and campaigns that were set up months or years ago haven't kept pace with how Google's algorithm has evolved. I find where the budget is leaking, fix the targeting and bidding strategy, and rebuild campaigns around what actually converts.
I work with a select number of accounts at a time, month‑to‑month, with no long‑term contract. If you're spending $3,000+ per month on Google Ads and want a second set of eyes — or you're ready to hand the account off entirely — book a free 30-min audit.
When You Should Hire a Google Ads Consultant
Most of the businesses I work with come to me in one of three situations:
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Your campaigns were built months or years ago and CPCs are creeping up while leads stay flat or fall. Google's algorithm has changed faster than most accounts have. The fix is usually structure, bidding, and tracking.
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You're spending $3K–$50K/month and the agency you're with is putting a junior account manager on your account. You're paying senior‑level fees for junior‑level work.
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You have an in‑house marketer running Google Ads but Performance Max, Smart Bidding, and the new audience signals are outside their depth. You need a strategist with deep product expertise who has seen various scenarios and build outs to draw from.
What an AdWords / Google Ads Consultant Can Do for Your Account:
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Find where the budget is leaking. Bad keywords, broken match types, search‑term reports that haven't been negative‑listed in months — most accounts I audit have 15–40% of their spend going to traffic that won't convert. I find it and stop it.
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Fix Quality Score so you pay less per click. Low Quality Scores inflate CPCs by 30–300%. Restructuring ad groups around tight, intent‑aligned themes and rewriting copy is the boring work that pays for itself in 30–60 days.
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Pick the right bidding strategy. tROAS, tCPA, Maximize Conversions, manual — each works on a different account profile. The wrong choice burns budget; the right one compounds. I pick based on your conversion volume, margin, and seasonality, not based on what's new.
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Set up conversion tracking that actually attributes revenue. Most accounts I audit are double‑counting, missing offline conversions, or attributing leads to the wrong source. Without clean tracking, every bid decision is a guess.
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Write ad copy that filters for buyers. Not just clicks but qualified clicks. I write headlines and descriptions that pre‑sell, so the people who do click are closer to ready.
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Build campaigns from scratch the right way. If you're starting fresh, the first six months are usually a $30K trial‑and‑error tax. I skip that for you.
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Advising an in-house team that needs strategic direction without full outsourcing
Why an Independent Consultant Beats a Google Ads Agency
Agencies are great if you have a $50K+ monthly spend and need an army. For everyone else, here's the trade you make when you sign with one:
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You meet the senior strategist who sold you. You work with a junior account manager. Six months in, that AM has moved to another account — yours is now learning the ropes on your dime.
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Most agencies need 6–12 month contracts because their model depends on lifetime value, not your performance. If you want to leave at month 4, you can't or you forfeit setup fees.
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Reports are dressed up. The numbers that look great in a quarterly review (impressions, clicks, CTR) often hide the metric that matters (cost per qualified lead, return on ad spend, lifetime value per channel).
When you hire me, you get the senior strategist for every call. Month‑to‑month. You own the account and the data. If we're not a fit in 60 days, we part ways and you keep everything. That's the entire model.
