Benefits of hiring a Google Ads Manager in 2022

Is this post for me? 

1. Do you have an active Google ads account, or are you looking to start running Google ads?
2. Do you regularly manage, optimize, and review your google ads data?

If you answered yes to question #1 and no to question #2, then you should consider hiring a Google ads manager. This could be a freelancer or an advertising firm that specializes in Google ads.

To effectively run a Google ads account, you or your Google ads manager should regularly review results and optimize your campaigns. This includes updating and testing new ad copy, adding new keywords, adding new negative keywords, reviewing search terms, and about 100 other items that lead to a successful Google ads campaign.

When should I consider hiring a Google Ads manager?

If you are a DIY marketer/business owner, your day is probably full of running your business, trying to sell your services, setting up new marketing activities, and doing 1,000 other things to manage your business. People lose hundreds and thousands of dollars a year by not properly managing a Google ads campaign because ongoing optimization is required for a successful campaign. Here are 2 reasons to consider working with a Google Ads manager:

• You Don’t Have Time: When time is scarce, especially for small businesses owners and DIYers, marketing activities are often put on the back burner until they become absolutely necessary. When hiring an ads manager, you are paying for someone to actively work on your campaigns to bring in new leads and save you money by preventing expensive and wasted clicks that may be draining your budget.
• Your Skills are Maxed Out: Skill set is another thing to consider when talking about hiring a Google ads manager. You may have hit a plateau as a DIY Google ads manager, which can be frustrating to see your performance stall. By getting an experienced Google ads manager on your team, they will offer a new perspective on your account as well as provide additional skills, and tricks to help you save money in your account and help drive new leads to your business.

How do I pick the right Google Ads manager?

There are a number of things to consider when choosing a Google ads manager. Here are three questions you can ask your potential Google ads managers to see if they are the right fit for your job.

1. How much do you cost and how do you bill for your services? Some managers bill a percentage of ad budget while others bill a monthly fee.
2. How often will you review and optimize my campaign? Ongoing optimization is key, so make sure they will be checking in on your account and optimizing regularly.
3. How often and in what format will you present reports to me? A good manager will offer full access to your account, so dropping in to take a look at your campaigns shouldn’t be an issue. But receiving a regular report of work being done and account data is a must have so that you will have a good idea of how your account is performing.
4. Do you specialize in my industry or a similar industry? A good Google Ads manager is an incredibly smart person who can figure things out quickly. But it’s a good idea to see if the manager has experience in your industry, or at least working with clients similar to your industry.

These simple questions will give you a base knowledge of the Google ads manager to see if they are the right fit for your job. There are obviously a lot more questions you can ask, but these should be at the top of the list.

What are some red flags to look for in a Google Ads manager?

Similar to hiring anyone to work on a project, there are some red flags to look for.

• Does the manager give you full access to your campaign, or do you only get to see some of the data on your monthly reports? If the Google ads manager does not give you full access to your campaign, this is a red flag. You are paying for a service, so demand full access to your account data. One way to keep everyone on the same page is to give the manager access to your account. That way you have control over who has access to the account, and you have the ability to see all of the data as needed.
• Are they spending your full budget each month, or are they coming up short? This goes hand-in-hand with the previous question. With full access to your account, you will be able to see exactly how much money the whole campaign is spending on a daily, weekly, or monthly basis. Without full access to the account, and only seeing a monthly report, you would have no idea how much the manager is actually charging you for their services versus how much they are spending on the account.
• Do they place vanity metrics such as clicks and impressions on a pedestal, or are they focused on lead generation? Managers who focus on vanity metrics such as clicks and impressions do not have your best interest in mind. If they are not focused heavily on lead generation, calls, contact form submissions, and anything that will make you money, this is a red flag. Make sure that you make your intentions known when speaking with the Google Ads manager, and make your goals known up front.
• Do they charge a massive set up fee and a low monthly fee? Google ads campaigns can provide quick results, but successful Google ads campaigns require ongoing time and attention. If the prospective Google ads manager is charging a high upfront cost and a low monthly fee, then they will probably not give your account the ongoing attention it deserves. Many companies simply dump a huge list of keywords into your ad groups, setup a few ads, and then move on. This is not always the case, but make sure that you are clear with the Google ads manager that you expect ongoing attention to your account and campaigns. Any person with base knowledge of Google ads can get you clicks and impressions in a very short amount of time, but only quality Google ads managers will be able to build you a solid campaign that will drive quality leads to your business. As with most things in life, you pay for what you get.

Should I hire a large advertising firm or a freelancer/small ad firm?

There are a lot of good Google Ads managers in the world. Some work for large advertising firms and others for small firms or freelancers. I generally say it’s a personal choice as to who you work with, but hopefully this section will give you an idea of how different companies operate.

As someone who has worked for both firms and as a freelancer, I obviously have an opinion on this matter, but I will do my best to offer facts and not opinion.