In the latest in our series of interviews with London-based freelancers, we speak to freelance Google Ads consultant Tom.
Based in South West London and working with charities and purpose-led organisations, Tom shares how he built his consultancy to help non-profits make sense of their digital advertising, what freelance life looks like day to day, and why a steady supply of Earl Grey tea is an absolute workplace essential.
Tom, could you start by describing your service?
I’m a London-based Google Ads consultant specialising in charities and purpose-led organisations. Essentially, I help charities make better sense of Google Ads – what’s working, what isn’t, and what to do next.
That includes Google Ad Grants, paid search, Performance Max, conversion tracking and account audits. Whether it’s making better use of the $10,000 monthly Google Ad Grant or improving existing campaigns, my aim is to make advertising simpler, more effective and less of a headache!
What first inspired you to become a freelancer, and how did you get started?
I’ve worked in digital content and communications for several years, mainly in the charity sector. Google Ads gradually became a bigger part of my job, and I realised how much I enjoyed it.
I love the problem-solving side of things. Digging into data, figuring out why something isn’t working and finding ways to improve it.
Eventually, I thought, why not use that experience to help other charities? So I built my own website and started putting myself out there.
What kinds of clients do you typically work with, or have you worked with over the past few years?
Most of my experience comes from working with mental health charities. I’ve managed Google Ad Grants and paid campaigns covering everything from fundraising events to mental health support services. That includes rebuilding accounts, improving conversion tracking and finding ways to get more meaningful results.
I’d particularly love to help smaller charities that don’t have a dedicated Google Ads specialist. I’m also keen to collaborate with agencies working in the charity and purpose-led sectors.
What does a typical working day look like for you?
A fair bit of tea (earl grey, preferably), video calls and Google Ads!
Usually I’ll be reviewing campaign performance, checking search terms, troubleshooting tracking or building new campaigns.
I enjoy the variety. One minute I’m analysing conversion data, the next I’m writing ad copy for a fundraising campaign. Google Ads is constantly changing too, so there’s always something new to get my head around.
Do you work with any clients remotely and do you travel much for work?
The beauty of Google Ads is that pretty much everything can be managed remotely.
I’m based in South West London but happy to work with organisations anywhere.
I love travelling, particularly around Europe, so the flexibility is a big attraction. Give me a laptop, decent Wi-Fi and a good tea and I’m sorted.
How do you usually go about finding new clients or opportunities?
A mixture of LinkedIn, networking and reaching out to charities and agencies directly. I’m still growing my consultancy, so it’s largely about making connections and getting my name out there.
I’m not a huge fan of pushy sales tactics. I’d much rather have a proper conversation, understand what someone’s trying to achieve and see whether I can genuinely help.
Have there been any challenges in your freelance experience so far and, if so, how have you dealt with them?
Definitely! Probably the biggest challenge has been learning to market myself rather than somebody else’s organisation.
I’m comfortable managing campaigns, but promoting my own services is a different skill altogether.
How do you maintain a healthy balance between work and personal life?
Running is a big one for me. I run most days and love getting outdoors. I also volunteer, help organise social events around London and spend a slightly ridiculous amount of time at the cinema.
Which neighbourhood are you based in and does it feel like a good area for freelancers?
I’m based around Wandsworth and Putney in South West London. It’s a lovely part of the city, with the river, parks and plenty of cafes to work from.
London is brilliant for meeting people and finding opportunities, although I do occasionally dream about swapping the traffic and sirens for somewhere a little quieter!
Finally, what are your three favourite spots in London?
Putney riverside for a run, Richmond Park when I need some peace and quiet, and the South Bank for a wander and a trip to the cinema. I’m fairly easily pleased. Somewhere to run, somewhere to watch a film and somewhere to eat good food.