Is Google Ads Management Right for You?

Do you have an active Google Ads account, or are you looking to start running Google Ads? Do you regularly manage, optimise, and review your Google Ads data?

If you answered yes to the first question and no to the second, it might be time to consider hiring a Google Ads manager. Whether a freelancer or an advertising firm specialising in Google Ads, a professional manager can significantly enhance the performance and ROI of your campaigns.

Why You Need a Google Ads Manager

To run a Google Ads account effectively, you or your Google Ads manager should regularly review results and optimise your campaigns. This includes:

• Updating and testing new ad copy

• Adding new keywords

• Adding negative keywords

• Reviewing search terms

These are just a few of the many tasks required for a successful Google Ads campaign. Without regular optimisation, you risk wasting money on ineffective ads and missing out on valuable leads.

When to Consider Hiring a Google Ads Manager

1. Lack of Time: As a business owner or DIY marketer, your day is likely packed with running your business, selling your services, setting up new marketing activities, and managing countless other tasks. Many businesses lose hundreds or even thousands of dollars annually by not properly managing their Google Ads campaigns. Hiring an ads manager ensures that someone is dedicated to optimising your campaigns, saving you money by preventing expensive, wasted clicks.

2. Limited Skills: If you've reached a plateau in your DIY Google Ads efforts, it can be frustrating to see your performance stall. An experienced Google Ads manager brings a fresh perspective, advanced skills, and new strategies to help you save money and drive new leads to your business.

How to Choose the Right Google Ads Manager

Here are key questions to ask potential Google Ads managers to ensure they are the right fit for your needs:

1. Pricing Structure:

• How much do you charge, and how do you bill for your services? (Some managers bill a percentage of the ad budget, while others charge a monthly fee.)

2. Frequency of Optimisation:

• How often will you review and optimise my campaign? (Ongoing optimisation is crucial for success.)

3. Reporting:

• How often and in what format will you present reports to me? (Ensure you receive regular reports that provide clear insights into your account’s performance.)

4. Industry Experience:

• Do you specialise in my industry or a similar one? (Experience in your industry can be beneficial, but a good Google Ads manager should be able to adapt quickly to new fields.)

Red Flags to Watch For

When hiring a Google Ads manager, be on the lookout for these warning signs:

1. Full Access to Your Campaign: Does the manager grant you complete access to your campaign, or do they restrict your view to just the data in the monthly reports? If you’re not given full access, consider it a red flag. You’re investing in their service, so you should demand full transparency. A good practice is to provide the manager with access to your account while maintaining control over permissions. This way, you can see all the data and ensure everything is on track.

2. Budget Utilisation: Are they utilising your entire budget each month, or are they falling short? This ties in closely with having full access to your account. With complete visibility, you can monitor daily, weekly, and monthly spending. Without this access, you’re left in the dark about how much of your budget is actually being spent on ads versus management fees.

3. Focus on Metrics That Matter: Do they emphasise vanity metrics like clicks and impressions, or are they concentrating on generating leads? Managers who prioritise clicks and impressions over leads, calls, and conversions are not aligned with your business goals. Ensure you communicate your objectives clearly from the start and verify that the manager’s focus aligns with those goals.

4. Fee Structure: Do they charge a hefty setup fee and a minimal monthly fee? While Google Ads can deliver quick results, sustaining success requires ongoing management and optimisation. If a manager charges a high upfront fee but has a low monthly rate, they might not be dedicating the necessary time and attention to your campaigns. Many companies might set up a basic campaign with a broad list of keywords and minimal optimisation. It’s crucial to convey your expectations for continuous management to avoid this pitfall. Remember, quality Google Ads managers will build and maintain robust campaigns that drive valuable leads. As with most services, you get what you pay for.

Choosing Between Large Firms and Freelancers

Large Advertising Firms:

• Team Approach: Larger firms offer the advantage of a team working on your account but may have high employee and client turnover.

• Client Volume: They often handle many clients, aiming to set up campaigns quickly.

• Cost: Higher overhead can mean higher costs due to team involvement and commission-based sales reps.

Freelancers and Small Firms:

• Personalised Attention: Freelancers or small firms usually provide more dedicated, hands-on service. The person you speak with is often the one managing your account.

• Fewer Clients: They typically work with fewer clients, offering more personalised service and detailed reporting.

• Lower Overhead: Management costs are generally lower as the person managing your account also handles communications.

Ready to Hire a Google Ads Manager?

If you're ready to take the next step with Google Ads, consider The SEO Bug. With years of experience managing campaigns across various industries—such as healthcare, legal, real estate, and service industries—we can help grow your business and increase your revenue.

We take pride in our work and are dedicated to helping our clients succeed. Reach out to learn more about our services or visit our Google Ads service page for more details on pricing and how we can help you achieve your advertising goals and can be contacted for a free consultation here.