A PPC consultant specialises in advising businesses on how to optimise their pay-per-click search engine advertising campaigns. They conduct audits of existing campaigns, identify areas for improvement, and develop strategies to increase efficiency and effectiveness. This can include keyword research, ad copy optimisation, bid management, and analytics interpretation. PPC consultants aim to help businesses achieve higher click-through rates, better conversion rates, and, ultimately, a greater return on investment from their PPC efforts.